Category Archives: Product Strategy

Features do not a Product Roadmap Make

list of features

Last month, Mike Smart of Egress Solutions and I gave a webinar for Pragmatic Marketing on product roadmapping when working in agile environments. We had a great turnout of over 1500 people in the session – with not nearly enough time to answer all of the questions.

One attendee asked, “Please explain how a prioritized list of features is not a roadmap?

A fantastic question, which we did not see in time to answer during the call.

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Classifying Market Problems

amphicar

Theodore Levitt may have developed the whole product model to help companies compete more effectively with their products.  We wrote about the whole product game based on Mr. Levitt’s work.  Recently, I’ve been using a variant of this model as a way to view a product and upcoming roadmap items.  It is a powerful way to share a perspective on your product with the rest of the team, and frame conversations about where best to invest.

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Rating Your Competition – Comparing Products Part 7

At this point in the product comparison series, you know who your customers are, which problems are important to them, and which products compete to solve those problems.  It’s time to score the competing products and see how the solutions your product provides (or will provide) will stack up.  This is the latest in a series on comparing products, jump back to the start of the series if you came here first, but hurry up :).

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Know Your Competition – Comparing Products Part 6

You start with a point of view about what makes a minimum viable product.  When your product launches, it is your customer’s point of view that matters.  You must understand which problems your customers care about solving, and what solutions are available to your customers today.  You need to understand your competition to make informed decisions about your product.  This is the latest in a series on comparing products – jump back to the beginning of the series to catch up, we’ll wait.
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Important Customers – Comparing Products Part 5

A good product is one that solves valuable market problems.  To be successful in the market, a product needs to solve the problems that the right customers are willing to pay to solve.  To know if those customers are willing to pay, you need to understand how they perceive your product relative to alternative solutions.  If you’re new to the series, head back to the intro article on comparing products, and catch up with this article, where we look at pulling together the information about which customers are important.
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Who Are Your Customers – Comparing Products Part 2

The first step to comparing products is understanding your customers.  This may seem counter-intuitive, but your product’s capabilities are meaningless unless you are comparing them from your customer’s point of view.  This article is part 2 in a series on comparing products.  Check out part 1, then continue with this article on the first steps of comparing products.

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Compare Products Not Specs – Comparing Products Part 1

Recently, the gadget-reviewer crowd has caught on to something we’ve known for a long time.  Comparing products is not about comparing specs, it is about comparing how well the products solve problems that customers will pay to solve.  That begs the question – how should you compare products?  Read on to see the product comparison technique I recommend.
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