![Page 1: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/1.jpg)
Steps & Tools To Create a Successful Product Strategy
![Page 2: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/2.jpg)
2 problems
● Many company’s strategies suck
● Most available material is superficial
![Page 3: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/3.jpg)
Nacho BassinoOver 16 working with
digital products.Passionate about
discovering better ways to build them
Group Product Manager2012 - 2016
Head of Product Development2016-2017
Speaker, coach, trainer2015 - current
@nachobassino
medium.com/@nachobassino
linkedin.com/in/juanbassino/
Chief Product & Technology Officer2018 - current
Group Product Manager GameLab2009 - 2012
![Page 4: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/4.jpg)
Part 1Why most product strategies suck?
![Page 5: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/5.jpg)
![Page 6: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/6.jpg)
![Page 8: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/8.jpg)
“Bad strategy is the active avoidance of the hard work of crafting a good strategy”
Richard Rumelt “Good Strategy, Bad Strategy”
![Page 9: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/9.jpg)
Usual problems:
● Excuses for not defining it
● Poorly communicated
● Quarterly vs Longer term
● Wrong flight level
![Page 10: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/10.jpg)
Flight Level
● “Increase sales 40%”
● “List of 40 strategic initiatives for this year”
● “Duplicate conversion through the personalization of the experience”
![Page 11: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/11.jpg)
What is your top problem with strategy?
![Page 12: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/12.jpg)
Part 2 - Why should we care?
![Page 13: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/13.jpg)
The link from Vision to ActionHow to define Goals and assign Resources
![Page 14: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/14.jpg)
Alignment
Focus and Positioning
Scale and consistency
![Page 15: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/15.jpg)
Part 3How to create a good
Product Strategy
![Page 16: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/16.jpg)
![Page 17: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/17.jpg)
Summary
![Page 18: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/18.jpg)
0. Gather Information
![Page 19: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/19.jpg)
Customer Own Market
![Page 20: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/20.jpg)
1. Generate insights
![Page 21: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/21.jpg)
What are Insights?
Insights are actionable learnings: the identification of a problem, a tendency, or an opportunity that can radically change the game.
Why Insights?
An insightless strategy is simply following a hunch.
![Page 22: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/22.jpg)
Frameworks to think about insights
Ten Types of Innovation - Bryan Quinn
![Page 23: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/23.jpg)
Tools
![Page 24: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/24.jpg)
Core value proposition + ERRC Opportunity Solution Tree - Upper part
3 Horizons of Growth - McKinsey
![Page 25: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/25.jpg)
Ride-share example:Core value proposition +Eliminate, Reduce, Raise, Create
![Page 26: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/26.jpg)
Core value proposition + ERRC Opportunity Solution Tree - Upper part
3 Horizons of Growth - McKinsey
![Page 27: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/27.jpg)
Reduce operation cost example:Opportunity Solution Tree
![Page 28: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/28.jpg)
![Page 29: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/29.jpg)
Core value proposition + ERRC Opportunity Solution Tree - Upper part
3 Horizons of Growth - McKinsey
![Page 30: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/30.jpg)
![Page 31: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/31.jpg)
3131
CULTURE DECK SU
PER
WO
RKSH
OP
Simplificación
2x Mobile
5x Producto XML
2020 2021 2022
Automatización
Expansión Receptivo
Data
![Page 32: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/32.jpg)
2. Select
![Page 33: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/33.jpg)
Focus &Positioning
![Page 34: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/34.jpg)
DHM - Gibson Biddle 70/20/10
Strengthen the core
![Page 35: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/35.jpg)
DHM - Gibson Biddle
![Page 36: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/36.jpg)
DHM - Gibson Biddle 70/20/10
Strengthen the core
![Page 37: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/37.jpg)
![Page 38: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/38.jpg)
3. Objectives and Hypotheses
![Page 39: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/39.jpg)
Objetivos y Horizontes de tiempo
Horizonte de tiempo Tipo de objetivo
1er Horizonte - core del negocio Objetivo normal, North Star
2do Horizonte - expansión Crecimiento y retención YoY
3er Horizonte - apuestas # de validaciones
![Page 40: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/40.jpg)
4. Synthesize
![Page 41: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/41.jpg)
![Page 42: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/42.jpg)
Kernel Model - Richard Rumelt Drivers Model
![Page 43: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/43.jpg)
![Page 44: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/44.jpg)
What is your top problem with strategy?
![Page 45: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/45.jpg)
Conclusion
![Page 46: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/46.jpg)
Summary
![Page 47: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/47.jpg)
![Page 48: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/48.jpg)
How does it fit with everything we already do?
![Page 49: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/49.jpg)
![Page 50: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/50.jpg)
Resources
![Page 51: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/51.jpg)
● Strategy summary article on Medium!
● Insights article on Medium
● Upcoming book Product Direction
● Slides: leanexperimentation.com/slides
● Good Strategy, Bad Strategy - by R. Rumelt
● Gibson Biddle's - 12 tools to define Strategy
● Marty Cagan’s articles on Strategy
![Page 53: Steps & Tools To Create a Successful Product Strategy](https://reader034.vdocument.in/reader034/viewer/2022052318/628a331d2d52f35b335c6f34/html5/thumbnails/53.jpg)
Your turn - Help me out!● NPS
https://es.surveymonkey.com/r/L22ZP6J
● Let’s keep in touch!○ www.leanexperimentation.com
○ Read my posts on Medium
○ Contact me on Twitter | Linkedin | [email protected]