Your roadmap is NOT the strategy

Navigating Product Strategy with Jade Rubick: Insights from the Level Up Podcast

In a recent episode of the Level Up Podcast, Jade Rubick, an expert in effective and humane leadership, shared his extensive knowledge on product strategy with host Kenneth Rose. With over 20 years of experience, Rubick has worked with numerous startups and held key positions such as VP of Engineering at New Relic and Gremlin. He now runs a consulting practice, offering advisory and coaching services. This article distills the key concepts from their enlightening conversation.

Understanding Product Strategy

A product strategy is more than just a lofty goal or a detailed roadmap. It is a focused, actionable plan that addresses the core challenges a company faces. Rubick emphasizes that an effective product strategy should consist of three main components:

1. Diagnosis: This involves a deep understanding of the current situation, identifying the most critical problems that need solving.
2. Guiding Policy: This is the overarching approach to address the diagnosed problems.
3. Coherent Actions: These are the specific steps and initiatives that will be undertaken to implement the guiding policy.

Common Pitfalls in Product Strategy

Rubick identifies several common mistakes companies make when developing their product strategy:

• Delayed Strategy Development: Waiting too long to develop a strategy can stall progress. It's better to have an interim strategy than none at all.
• Misidentifying Goals as Strategy: Goals, such as becoming a market leader, are not strategies. A strategy should detail the path to achieving those goals.
• Including Everything: A strategy should be focused and prioritize the most critical areas. Including too many objectives can dilute the strategy’s effectiveness.

The Importance of Focus and Prioritization

A well-crafted product strategy requires focus and prioritization. Companies often fall into the trap of trying to address too many areas at once, resulting in superficial efforts that don't drive significant improvements. Rubick underscores the need for a strategy to be narrow and targeted, directing the company’s energies towards the most crucial challenges.

Leadership and Strategic Alignment

Rubick points out that high-quality discourse about the future and coordination around execution are often missing in leadership teams. Regular, focused discussions about the company’s direction, similar to Steve Jobs' approach at Apple, are essential for aligning efforts and driving success. Leadership must ensure that everyone is on the same page regarding the company’s core problems and the strategy to address them.

Implementing a Product Council

One of the practical mechanisms Rubick suggests is the establishment of a product council. This council, involving leaders from various departments, helps ensure that strategic initiatives are prioritized and aligned with the company’s overall objectives. It also provides a platform for addressing emerging challenges and adjusting strategies as needed.

Adapting to Market Changes

Product strategies should not be static. They need to be continuously evaluated and adjusted in response to significant market shifts. Rubick recommends that companies regularly review and update their strategies to ensure they remain relevant and effective. This ongoing evaluation helps companies stay agile and responsive to new challenges and opportunities.

Practical Advice for Developing Product Strategy

• Cross-Functional Involvement: Effective strategies require input from various departments to ensure a comprehensive view of the challenges and opportunities.
• Iterative Development: Strategies should be developed iteratively, with continuous feedback and adjustments based on new insights and changing conditions.
• Clear Communication: Once a strategy is defined, it must be communicated clearly across the organization to ensure alignment and coordinated execution.

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Jade Rubick’s insights on product strategy offer valuable guidance for companies striving to navigate complex business environments. By focusing on diagnosis, guiding policy, and coherent actions, and avoiding common pitfalls, companies can develop robust strategies that drive significant improvements. Regular evaluation and adaptation ensure that these strategies remain effective in a dynamic market landscape.

For more insights from Jade Rubick, visit his blog and subscribe to his newsletter, "Engineering Leadership Weekly."

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