What Is Product Strategy (an overview)

What is Product Strategy? What does a Product Strategist do, and how can you get started in Product Strategy? We provide an overview on product strategy in the first of a series of videos looking at the subject!
AJ&Smart CEO and head-honcho Product Strategist Jonathan Courtney gives an overview to product strategy and an introduction to a new series of videos where we examine current product strategy decisions by leading Silicon Valley companies!
LINKS / RESOURCES from the video:
Vince Law article:
hackernoon.com...
Melissa Perri article:
melissaperri.c...
Stratechery:
stratechery.com/
Blue Ocean Strategy:
www.amazon.com...
Product Breakfast Club (Podcast):
www.productbre...
Exponent Podcast:
exponent.fm/
Dan Olson video (Which features the Pyramid Slide):
• Dan Olsen "How to Crea...
Watch a FREE 1.5 hour Design Sprint web class, featuring Design Sprint creator Jake Knapp:
ajsmart.com/fr...
You can also sign up to our school for expert Design Sprint training: ajsmart.com/ma...
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Product Strategy (Overview) 2019:
• What Is Product Strate...

[@AJSmart]

What do you want to know about Product Strategy? 🧐 What videos / examples do you want to see on the topic? Let us know in the comments! ↙️

[@kullyj9678]

Product strategy 101 would be great :)... Also maybe some case study type example videos of how you've helped clients with product strategy?

[@AJSmart]

@@kullyj9678 Sure Kully, keep the suggestions coming! We'll expand into that in the near future with this series.

[@DallasDesignSprints]

Interview a product strategist that also uses design sprints. That would be l33t. :D

[@AJSmart]

Dallas Design Sprints The hunt begins! 🔍Great idea though, we'll see what we can do! 🎉🐬

[@yanyagunov]

Hey John! I love your content and Iam „kurz davor“ to buy the master class. Iam asking myself how to manage to get to know „the market“ fast and well enough after a new client from a for me unknown market approaches me? Greetings from Frankfurt/Offenbach 💙

[@Tupper82]

I would love to see a real life example of product strategy implemented in a small business that you’ve personally assisted in a, with a strategy you both formulated.

[@e.michaelrosales8913]

This is by far one of the most clear, succinct and helpful resources that breaks down product strategy effectively! Thank you:)

[@chenifeanyi]

I LOVE YOU GUYS! 💋😍 How do you sell product strategy as a service to a company that has no idea what it is? Also, I think a video series on how to run a product strategy session would be amazeballs. 💪 Thanks, guys for these awesome contents. ❤

[@AJSmart]

HEYYYYYY thanks Chen! Watch our channel for some new videos on running product strategy workshops!

[@chenifeanyi]

@@AJSmart 🕺🏽🕺🏽🕺🏽🕺🏽

[@AJSmart]

@@chenifeanyi coming soon!

[@martinslaney]

Did these strategy videos ever materialise? They would be soooo good to have guys.

[@NirBenita]

Thanks so much for making this! I love the work you guys are putting out there for the community!

[@AJSmart]

Thanks Nir! Glad you enjoyed! There's a lot more to come so stay posted!

[@peppapig807]

OMG THE SPRINT AT THE BEGINNING 😂😂

[@estherdada-samuel2389]

I would love to see what a product strategy workshop looks like🎉😊

[@nforc3r]

thanks for this. Being in a nascent profession it's hard to explain and sometimes understand what it i we do. The frameworks really help formalise that process. Cooking up and testing a few of my own i can hopefully share soon.

[@krishnachaithanya4089]

TQ Team Aj& Smart the video adds some more disciplined approach to my strategy thinking. Please can you make video on how to evovle/ make tweaks to the strategy based on the timeline, growth and feed back from our early adopters. By taking any platform as example.

[@AJSmart]

Hey Krishna! Thanks for the feedback! Sure thing, this is the first in a series of vids where we want to open up key strategic decisions around product design and examine why / whern / what etc, so we can see what people want to examine and then produce deeper content around those areas! Thats a really interesting topic you mention and we can try to incorporate that into future videos! Thanks!

[@RJ_reddy]

Hey, chaithu you too start a channel on strategy sprinting, we shall beat @AJ&Smart😜🍕

[@Brian-nh1jc]

Hello AJ&Smart, I think you focused a lot on a product strategist than product strategy itself as described on your youtube title

[@James-nc1dz]

Completely agree

[@elkonne6113]

love you guys

[@sammyl1853]

I would love to know how to facilitate a Product Strategy session with stakeholders & the CEO. I work at a startup as a UX designer (but we have no PM - just me and a developer that contracts with us) and wear many hats, so currently taking on everything Product. I'm trying to figure out how to bridge my knowledge of Design Sprints & LDJs and make it make sense for something like a Product Strategy session to have with our small team!

[@kullyj9678]

Love the video, been looking for something like this. Great to have a holistic point of view on the topic and looking forward to future videos on this topic :) (Would you guys ever consider creating in-depth courses on topics like this and others around product design?)

[@AJSmart]

Thanks Kully! We're aiming to do a series of videos on this topic where we dissect key product strategy moves from some of the big companies out there. What would you like to see? Do you want a course on developing product strategy? We could do a series of videos on this here even, what would you want included?

[@kullyj9678]

@@AJSmart That sounds perfect! A course/series of videos here on developing strategy would be great. Maybe steps to consider when developing strategy, a comprehensive set of steps, common pitfalls, case study examples, how strategy translates into work that follows/other areas of product design etc.

[@AJSmart]

@@kullyj9678 For sure! These are great suggestions for, hopefully, a very interesting series of videos! Stay posted and thanks for the suggestions!

[@hosseinchehrazi5673]

thanks for your video, I enjoy it what is the difference between product and business strategy?

[@Divinecitizen]

This is like a funny short film with product strategy message

[@justinewert2166]

Superstar! 👍 Your team will continue to rock in 2019 👌

[@AJSmart]

Thanks so much Justin! Glad you enjoyed!

[@MaryZhao-i1q]

what happens when you are missing 1 aspect of your 3 product strategy component and it's not easy to collect? How would you proceed to plan product strategy?

[@thuhavu4156]

Could you please recommend any online course to learn Product strategy for designers?

[@santoshkhandekar9810]

Clear, on point and entertaining as well! Subscribed already✌🏻

[@laxxai]

Love this, where can i find these case studies that you talked about? :)

[@tomnassr2306]

Would love to see the workshops for Product Strategy & thanks for the resources!

[@AJSmart]

Thanks Tom, this overview was the first in a series around Product Strategy! We'll be creating more in the very near future!

[@brittniboweringworkshops]

Jon's a really great dancer.

[@AJSmart]

Hahaha! Quite the Travolta! 🕺

[@marianagarcia8786]

I guess there are different strategy workshops for different phases of a product development, your channel has some methodologies already on how to collect different mindsets and pick the first path of action. How do you measure the success or non success of your first strategy plan after the product goes to production phase? How do you tackle the strategy of a product that is already in the market and has some success but it has spread too thin and needs refocus? As an agency you work in different projects for different audiences, how do you collect user knowledge and needs to present a valid strategy if the audience you are tackling is completely new to you? - Btw :) love your channel!

[@AJSmart]

Hey Mariana, first of all, you have the same name as my daughter (Jonathan here!) so I can already tell that you're a LEGEND! Anyway, to answer your question: I believe there are 2 ways to measure the success of such a strategy session: 1. Did the session help the team align on common goals, allowing them to gain momentum with the creation of the product. Did the strategy help them START. 2. How did the strategy play out under real market conditions.

[@marianagarcia8786]

@@AJSmart Haha awesome! Same name, same cool factor! B) - Thanks for answering, I am a UX Designer on a software company, my product requires constant re-evaluation on strategy and design in general, I was just wondering if you guys can share your experience on tackling the strategy of an already existing product! Best practices and knowledge to consider - And thanks for all the good material that you share with the community, I can say that I've adopted many of AJ&Smart methods in my practice already :)

[@AJSmart]

@@marianagarcia8786 That's great to hear Mariana! Sure, we're working on more product strategy videos and will be looking at those topics in the near future so stay posted!

[@RyandeMetz]

Great moves, but even better advice on product strategy up in here!!

[@AJSmart]

Very true Ryan, veryyyyyy truuuuuuuue! 🧐

[@aymanz83]

Thx AJ&Smart team, very interesting topic to talk about, do we have any breakdown for a specific product strategy? another question, how we can define a strategy for a raw idea that does not exist yet?

[@AJSmart]

Heyyyyyyyyyy Ayman. To answer your first question: We're going to release some more videos with specific products and breakdown their strategies. Second part: Often strategy has to be party based on gut feeling when there is no raw data. Think about some of the most successful Silicon Valley companies that had no data to work on and just "tried" things until they worked. The goal is to experiment as quickly as possible.

[@aymanz83]

@@AJSmart Nice one "The goal is to experiment as quickly as possible." thx for your reply :)

[@AJSmart]

@@aymanz83 No problem! Keep us informed of how it goes!

[@ms.helpmeet4753]

I sell boho jewelry. Does product strategy apply to my niche? Should i hire a pro?

[@marichumercado4069]

then what is, In profiling “good” ____ , consider factors such as profitability, market size and growth rate, a reference value for other customers, and level of price sensitivity.?

[@adi26top]

Great learning, Thank you!

[@steveschraedel]

Great video! Thank you!

[@giovanniatalmi2347]

Best intro ever!!!

[@AJSmart]

Hahaha thanks Giovanni! Lots of energy, lots of dancing! 🕺

[@LieLikesMusic]

What things do you guys do to get to know your market better? I guess the best way is to talk to your prospects and your audience. I'm a youtuber who makes short-form documentaries about rock music. And when i ask my audience what they want, i seem to land on either making books or a special video series. Both products take a long time to develop. Long question, but is there a better way to go about it? And how much time should i spend creating a product with little risk? Both the book and video series product will take me months to finish...

[@AJSmart]

Hey, asking your audience directly is a great way to start. Although the content may take some time to make, once it's out there you can see how well it has done, what has worked and what hasn't and iterate on future content to take the best bits and refine them. Perhaps asking your audience to comment, take a survey, or just even measure the analytics of your content to see which parts of the video they pay most attention too etc. Hope this helps?

[@UXTips]

Awesome and fun content like always! clap clap!

[@AJSmart]

Thanks! Too kind! 🎉🎉🎉

[@ILZorya]

Good to see how it works on real products and what tools and frameworks do you used

[@AJSmart]

Thanks IIya! 👍🎉

[@trickyjw]

Great video. Thank you

[@parthosarkar5270]

Step by step tutorials of how to develop product strategies! There is a serious lack of good content revolving around "Strategy".

[@mohammedghabbour1187]

I want to know "WHY" we need to make Product strategy ... and i also want to see some examples

[@AJSmart]

Hey Mohammed, Product Strategy is a great way to make sure your team is aligned on a 'roadmap' for the development and progress of your product / organisation, your user's needs and your business goals ! More examples coming in future videos, this was more of an overview / intro to the subject. Hope this helps!

[@greghster]

How much should the product designer and product manager be involved in product strategy?

[@theowleyes07]

You did the old DVD pip mode good touch

[@AJSmart]

This is a silly one for sure!!!! 😍

[@faizurrehman]

Awesome, Learning In motion thanks for giving amazing content!

[@AJSmart]

Thanks for the great feedback Faizur!

[@abelmaningas4154]

How do I become a product strategist or start selling it to clients?

[@AJSmart]

Hey Abel, first off you could check out the videos and resources we link in the bio to expand on the basics, then we'd recommend looking around at Product Strategist job advertisements in your area to gauge how other companies actually define the working roles and to see what they're looking for. Then pick up on those skills, and market yourself as such! For selling to clients, you could do the same as above, but package it up as a service that you offer, expanding on the above points, and showing some demonstrable / tangible results that you have achieved recently. Does this help?

[@abelmaningas4154]

Super helpful!!! Thanks! You guys are the best as always😍😍😍

[@AJSmart]

@@abelmaningas4154 Thanks so much Abel! Glad you're enjoying it!

[@deipty222]

Love your videos! You're funny. :D

[@denisemikaellatabares6719]

What product strategy did the Netflix use?

[@AJSmart]

Blue Ocean!

[@themodernseneca]

best example at 2:45

[@narutosasuke524]

Watch this video for school then just see Totoro sitting in the table

[@jonathancourtney1175]

THE DOLPHIN

[@AJSmart]

🐬🐬🐬🐬🐬🐬🐬🐬🐬🐬🐬🐬🐬🐬🐬🐬🐬🐬🐬🐬🐬🐬

[@dakshataraheldas211]

cute totorooooo💖

[@Saltycaptcha]

that edit xD

[@AJSmart]

Thanks Johan!

[@pragyasharma4538]

Kuch smjh nhi aya