You have had thought, what is just good product strategy?
"What is your product strategy? You need a strategy, you need a good product strategy more. You need a good product strategy more..
These a few words repeat in brain when me when, total meeting thinks of where CTO and product group are shout. We two months will achieve a very particular goal in effort all the time, obtained very great progress. We had acquired a lot of cases that register a website about preventing an user, and also be clear that we should go toward which. But we or the idea that should test us.
This does not suit CTO, because actually he does not want a strategy, he wants a plan. He wants to list the content that wants compose to build, and when compose builds it. When we will come tomorrow, he wants to decide what we are doing, the case that so he can make according to us scales plan, nevertheless this is not his fault, this is the ponders over product strategy way that we are taught.
Most company fell into such this trap: Regard product strategy as compose to build certain character and function.
We can see also can hear somebody to say, product strategy is such:
- Found a platform, let musical producer uploads and share their work. Establish system of a back end, let sell a group to manage its of potential client. Found to measure change the website of rate, be promoted to target user and let its buy.
Actually, this is not politic, plan however. The problem depends on, when we regard product strategy as the plan, it can fail almost always. The plan takes no account of uncertainty or change, they give us a kind of false safe sense. "If we just follow a plan, we can succeed! " unfortunate is, here can not assure to succeed. (I hope to have, our job will be easier! )
These product act are not bad, they just are mixed in wrong time undertake communication with wrong intent. oneself when us the lock is in surely plan compose builds a function (for instance: Route chart) when, we can stop rarely whether is oppugning these functions compose builds implementation target place to need. We pay close attention to a result no longer, judge the success of the group through yielding however.
We need to have a plan, but the plan should not be " compose builds a function " . Our plan should be to achieve our business goal, we always are not from the top down ponders over product strategy, and should know the thing that conduces to the place when achieving our goal needing.
Product strategy is target of a realizable is mixed wish scene system, they work in coordination, diplomatic corps team yields around the ideal of business and client. Product strategy turns to a target from the experiment, get a proof around function, product and platform. The KPI that installs for the group, OKR and other index are the one part of product strategy, but, they cannot formulate successful strategy by oneself.
Our product strategy needs content of a few core, ability gains a success.
(1) wish scene
Wish scene the ultimate goal that is pair of companies or business line.
In large company, you hope to narrow its in business line or client. In lesser company, this will be company and product is overall wish scene, need considers to keep for a long time qualitative. This is one talks about competitor, client how look upon the main chance of you and outspread great ambition.
(2) challenge
The challenge is to coming true to wish for a long time the goal of the first business that must achieve in the process of scene, the what respect of client or channel needs to undertake optimizing first?
Undertake communication as goal of a strategy, a certain respect that conduces to a group be being developed around the product undertakes adjust and be centralizeded, this can be qualitative or mensurable, keep extensive as far as possible, of Gao Shuiping communicate.
(3) target condition
Target condition conduces to break a challenge, challenge the small issue composition that solves by need, these are the realizable, index that can measure arrives the basis of set. When set target condition, the group is not should clear know how to reach a goal, should know to begin to examine from where however.
(4) current condition
This is present reality and target condition quite, before answering to begin to obtain condition of the first target in the job, undertake measure and be quantifyinged to its.
These are called " unified field theory " , received very good explanation here by the Mike Rother of Bill Costantino and Yoyota Kata. When our compose builds a product, we have intellectual doorsill. We cannot begin from the 1st day, well and truly plan comes true our wish scene. Have too much unknown and variable. Contrary, our set target, remove an obstacle through the experiment next, wish till implementation scene.
My general comes with Uber citing, let us pretend oneself are manager of a product (actually I had been, either) , and work in Uber.
(5) wish scene
CEO expresses: Of the company wish scene it is to let Uber become have car and the cheap and effective replacement scheme that take public traffic tool. (he is being accepted when interviewing really so had said, but everything after this is hypothesis) .
(6) challenge
Accordingly, if we are correct,understanding wishs scene, uber hopes people regards only liaison man as origin them. Why is someone else can use means of other liaison man now and they can think above all Uber, they may go to interview a person, intercurrent the certain city with so not welcome now Uber, need very long latency time.
They have this and other issue comparative, decide an issue, let us assume this is current the biggest challenge.
Accordingly, meaning the first settlement end is the problem that reduces latency time to grow too. If exceed time of 10 minutes on average too long, the hope reduces his or shorter, because we had been in,latency time sees in longer city, people used the possibility of actor pace to increase 80 ％ .
Now our challenge is: To July 30, 2018, 10 minutes exceed in latency time and the city that does not reach 5 minutes reduces latency time.
(7) target condition
Regard a product as the manager, what is you want to clear up the cause that causes latency time to grow too now, a reason of the problem may be to do not have enough car to serve this area. The index that so we pay close attention to now is to increase the flow related new car.
Group goal should be to be able to be measured with realizable, for example: Hope before July 30, 2018 the driver of every city is enclothed rate (car) for every 50 people a driver.
Regard the product of responsible new technological process as the manager, you will be in charge of this project, the driver that should know current town above all is enclothed rate (car) , find out the issue that cloggy driver registers next. Next, need tries to solve every problem, achieve a goal till the success till. Product Kata method, explained how to accomplish this.
Regard a product as the manager, you are uncontrollable all these data, should wish scene make by CEO, CPO, board of directors and other administrator, the challenge manages a layer by below one class (the product vice-president of every link or business line) affirmatory. Direct manager helps the target condition with their group effective set, at the beginning these likelihoods need to hand down from administrative layer, be used to way of this kind of work as the group, manager and group can work together will install them.
Once the setting communicated these 4 projects, the group can begin to apply Product Kata method how to achieve a goal certainly, product manager reachs its group, problem of responsible affirmatory user and block up realize the other obstacle of target condition, next their experiment solves them.
This makes everybody around move strategic goal and wish scene, every level that invests combination has his cause, the progress that the group wants to achieve a goal to them is responsible.
You may have understood now, actually " this is not product strategy, however commerce is politic. However commerce is politic..
Yes, this looks like end of one caboodle business, but why is this we want compose to build a product? Achieve business goal?
Product management is to solve client problem in order to realize the art of business end, if did not do these two things, so your product is a right code only.
# columnist #
Zheng Ji piece, everybody is product manager columnist, before manager of product of sina small gain.
Topic figure comes from Pexels, be based on CC0 agreement
