Strategize: Product Strategy and Product Roadmap Practices for the Digital Age

Crossing the Chasm, Geoffrey Moore distinguishes five customer groups: innovators, early adopters, early majority, late majority, and laggards. The innovators are technology enthusiasts; they buy and use your product as soon as it is launched. The early adopters are visionaries who can see how the product benefits them. Together, they make up the e

The Innovation Ambition Matrix is based on the Ansoff matrix, which explores the relationship between the product and the market; it distinguishes an existing product from a new product and an existing market from a new one. This gives rise to four growth strategies: market penetration, product development, market development, and diversification.

“Innovation is not about saying yes to everything. It’s about saying no to all but the most crucial features.”

You can combine the Eliminate-Reduce-Raise-Create grid with the Strategy Canvas discussed in the last section and create a new, enhanced canvas,

Eliminate-Reduce-Raise-Create grid (Kim and Mauborgne 2004). The grid encourages you to identify features that your product does not provide or that it offers to a lesser extent or in an inferior way compared with alternatives. It also helps you identify new and improved features.

factors that products within the same category compete on, such as price, features, and design. Then evaluate to what degree your competitors fulfill these factors. This creates the industry value curve,

The vertical axis describes the degree to which each competitor offers or invests in the factors.

The horizontal axis of the Strategy Canvas captures the key factors your industry competes on.

To clearly state the value your product creates, describe what success looks like for the customers and users.