When I ask new clients “What is your product strategy?” I get a funny look. Typically, they respond with something like “Make the best possible product, meet the specific needs of the customer, and provide it with a level of service the exceeds their expectation.” Or some such goulash.
Even service companies will use similar words.
Once that gibberish is out of the way, I dig down deep on product (or service) — past the derma to the muscle, the circulatory system and bone. I’m looking for tangibility. What makes your beer taste different? And don’t say the natural ingredients. We always get there, but it takes time. There is always a leverageable differentiator…or four.
Once the client and I agree on a product strategy, it’s time to ask about the experience strategy. And finally the messaging strategy. Some teeth-pulling may be required to get actual answers, but it’s necessary. When all three strategies are on the table we look to see if there is alignment.
Once misalignment is acknowledged, work can begin. Organization can begin. Brand strategy can begin.