What is a Product Strategy?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

2 minutes

Product Management

Product strategy is a crucial aspect of Saas product management that involves making informed decisions about the direction and goals of a product. It provides a roadmap for development, ensuring that all efforts are aligned towards achieving the desired outcomes. In simple terms, product strategy answers the question of "what" and "why" behind a product.

Importance of Product Strategy

1. Clear Direction: Product strategy provides a clear direction for the development team, stakeholders, and customers. It defines the purpose and vision of the product and guides decision-making throughout the development lifecycle.

2. Alignment: A well-defined product strategy aligns all teams involved in the product development process. It helps to set priorities, allocate resources effectively, and ensures everyone is working towards the same goals.

3. Competitive Advantage: A strong product strategy helps differentiate your product from competitors, enabling you to stay ahead in the market. It allows you to identify unique selling points and focus on delivering value to your target audience.

4. Customer-Centric Approach: Product strategy emphasizes understanding customer needs and preferences. By aligning the product roadmap with customer requirements, you can create solutions that meet their expectations, leading to increased customer satisfaction and loyalty.

How to Use Product Strategy

1. Define Your Vision: Start by defining a clear vision for your product. Identify the problem you aim to solve and the value you want to deliver to customers. This vision will guide your product strategy.

2. Conduct Market Research: Understand your target market, competitors, and industry trends. This research will help you identify market gaps, customer pain points, and potential areas for innovation.

3. Set Goals and Objectives: Based on your vision and market research, set specific, measurable, achievable, relevant, and time-bound (SMART) goals for your product. These goals should align with your overall business objectives.

4. Develop a Roadmap: Create a roadmap that outlines the key initiatives, features, and milestones necessary to achieve your goals. It should cover both short-term and long-term plans, allowing for flexibility and adaptation as needed.

5. Communicate and Collaborate: Ensure effective communication and collaboration with all stakeholders, including developers, designers, marketers, and executives. Regularly share updates on the product strategy and involve relevant teams in decision-making processes.

6. Measure and Iterate: Continuously measure the success of your product strategy through key performance indicators (KPIs) and customer feedback. Use this data to iterate and refine your strategy for ongoing improvement.

Useful Tips for Product Strategy

1. Stay Agile: Product strategy should be adaptable to changing market conditions and customer needs. Embrace an agile mindset and be open to adjusting your strategy based on new insights and feedback.

2. Focus on Customer Value: Prioritize features and initiatives that deliver the most value to your target customers. Regularly seek customer feedback and use it to inform your product strategy decisions.

3. Collaborate Across Teams: Involve relevant teams from different departments in the product strategy process. This collaboration ensures a holistic approach and helps foster a shared understanding of goals and priorities.

4. Balance Short-Term and Long-Term Goals: While it's important to address immediate needs, ensure your product strategy also considers long-term sustainability and growth. Strike a balance between short-term wins and long-term vision.

5. Stay Informed: Keep up with industry trends, technological advancements, and changes in customer behavior. Staying informed allows you to anticipate market shifts and adjust your strategy accordingly.


Product strategy is a long-term plan that outlines how a product will achieve its business objectives. It involves making decisions on target market, value proposition, pricing, positioning, and roadmap.
Product strategy provides a clear direction for the product's development and helps align the team towards a common goal. It ensures that the product meets customer needs, stands out in the market, and achieves business objectives.
Developing a product strategy involves conducting market research, understanding customer needs, analyzing competition, setting business objectives, defining a value proposition, and creating a roadmap to achieve those goals.
Product strategy is the overall plan and vision for the product, while a product roadmap is a tactical document that outlines the specific features, enhancements, and timeline for the product's development.
Product strategy should be reviewed regularly, especially when market conditions change, customer needs evolve, or there are shifts in business objectives. It's important to keep the strategy aligned with the current landscape.
Yes, product strategy can vary across different products within a company. Each product may have different target markets, value propositions, and business objectives, requiring tailored strategies to meet their specific needs.
Data plays a crucial role in product strategy. It helps in understanding customer behavior, identifying market trends, evaluating product performance, and making data-driven decisions to optimize the product strategy.
Product strategy sets the overall direction and goals for a product, while agile development focuses on the iterative and incremental delivery of features. Agile development ensures that the product strategy is executed efficiently and adapts to changing requirements.
Some common challenges in product strategy implementation include aligning stakeholders, prioritizing features, balancing short-term and long-term goals, managing resources, and effectively communicating the strategy to the team.
Customer feedback is invaluable in shaping product strategy. It provides insights into customer needs, pain points, and preferences, allowing product managers to make informed decisions and prioritize features that deliver value to customers.

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Importance of Product Strategy
  2. How to Use Product Strategy
  3. Useful Tips for Product Strategy
  4. Related Terms

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