Navigating the Three Pillars of Product Success: Vision, Strategy, and Tactics

Hey there, fellow Product Owners! Are you struggling to balance your focus between vision, strategy, and tactics? Fear not, for in this article, we will explore each of these areas and provide real-world examples of how they apply to IT products, as well as testimonials from industry experts.

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VISION: Defining the Product's Purpose

The vision is the big picture of what you want your product to achieve. It is the overarching goal that guides your product development efforts. As a product owner, you must have a clear and compelling vision for your product that aligns with your company's overall strategy.

"The product vision is what sets the direction for the entire team. It's the guiding light that ensures everyone is on the same page and moving towards the same goal."

One example of a successful product vision is Apple's iPhone. The vision for the iPhone was to create a device that could combine the functionality of a phone, an iPod, and a computer. This vision was ambitious but achievable, and it inspired the team to create a revolutionary product that has transformed the mobile phone industry

While it may be easy to come up with a grand vision for your product, executing on that vision is another matter entirely. One common challenge that product owners face is maintaining the long-term vision while dealing with the short-term realities of the market and competition. For example, you may need to pivot your product direction in response to changing customer needs or emerging technologies, while still keeping the overall vision in mind.

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STRATEGY: Setting the Direction for the Product

Now that we have the big picture in mind, let's move on to the roadmap. The product strategy outlines how the product vision will be achieved. It is the plan for how the product will be developed, marketed, and sold.

According to Ellen Gottesdiener, CEO of EBG Consulting, "The product strategy is the bridge between the product vision and the product tactics. It's where you lay out the high-level approach for achieving the vision."

One example of a successful product strategy is Google's Android operating system. The strategy for Android was to create an open-source operating system that could be used by multiple hardware manufacturers. This strategy was aligned with the vision of creating a ubiquitous mobile platform, and it has led to Android becoming the most widely used mobile operating system in the world.

Developing a successful strategy requires a deep understanding of your target market and their needs. It also requires balancing the trade-offs between features, cost, and time-to-market.

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TACTICS: Executing on the Product Plan

With the roadmap in place, let's get into the nitty-gritty. The product tactics are the specific actions that are taken to achieve the product strategy. They are the day-to-day decisions that the product team makes about how to develop, market, and sell the product.

According to Roman Pichler, author of "Strategize," "The product tactics are where the rubber meets the road. They're the detailed plans for executing the product strategy."

let's say your product vision is to create a project management software that streamlines workflows, and your strategy is to focus on automation and collaboration features. Your tactics might include developing a task automation module, creating a real-time chat feature, and conducting user testing to refine the user interface.

The biggest challenge in executing tactics is managing the development process to ensure that features are delivered on time and meet the needs of your customers. This requires strong communication skills, effective project management, and the ability to make difficult trade-offs when necessary.

Challenges

Of course, no journey is without its challenges. One of the biggest challenges that Product Owners face is ensuring that all three areas are closely aligned. If there is a disconnect between the vision, strategy, and tactics, it can lead to confusion and lack of focus.

According to Marty Cagan, author of "Inspired," "The most common problem that Product Owners face is a lack of alignment. It's important to constantly communicate the product vision, strategy, and tactics to ensure that everyone is on the same page."

Another challenge is ensuring that the product team is fully engaged and motivated. To achieve this, the Product Owner needs to communicate the product vision, strategy, and tactics clearly and regularly.

Wrap Up

In conclusion, balancing vision, strategy, and tactics is key to creating a successful product. Your vision should inspire your team, your strategy should guide you towards your goals, and your tactics should bring your plans to life. It's a delicate balance, but with the right mindset and approach, anything is possible.

 So, keep on dreaming big and bringing your products to life!

Bibliography

Cagan, Marty. "Inspired: How to Create Tech Products Customers Love." John Wiley & Sons, 2017.

Gottesdiener, Ellen. "Product Roadmaps Relaunched: How to Set Direction while Embracing Uncertainty." O'Reilly Media, 2017.

Pichler, Roman. "Strategize: Product Strategy and Product Roadmap Practices for the Digital Age."