**List of contents:** 1. Kickoff 2. Week 1: Creating a Product Strategy Map & Vision Narrative 1. Target Audience 2. Problem You’re solving 3. Value proposition 4. Strategic differentiation 5. Channel Strategy 6. Monetization Strategy 3. Week 2: Creating Feedback Systems 4. Week 3: Building 4D Roadmaps & OKR Loops 5. Week 4: Empowering Product Specs & Decision Architecture 6. Templates --- # Kickoff > [!info] Reforge > > [https://program.reforge.com/cohorts/2023-spring-mastering-product-management-eg?week=0](https://program.reforge.com/cohorts/2023-spring-mastering-product-management-eg?week=0) ![[Untitled 48 1.png|Untitled 48 1.png]] But how do great PMs create these sources of leverage? They do this by executing on each of their major deliverables in a systematic way, with highly rigorous thought. This idea of PM deliverables comes from [Sachin Rekhi](https://www.sachinrekhi.com/essays)’s view that since the PM role is so nebulous, it’s helpful to define it as delivering on eight distinct deliverables. ![[Untitled 1 2.png|Untitled 1 2.png]] These eight deliverables are: - product strategy, - vision narrative, - customer insights, - metrics dashboards, - product roadmaps, - product specs, - team OKRs, and - decision alignment. ![[Untitled 2 2.png|Untitled 2 2.png]] ![[Untitled 3 1 1.png|Untitled 3 1 1.png]] Create leverage through 8 distinct tools / processes: - the Product Strategy Map, - vision narratives, - feedback management systems, - lever dashboards, - 4D roadmapping, - OKR loops, - empowering product specs, and - decision architecture. # Week 1: **Creating a Product Strategy Map & Vision Narrative** > [!info] Reforge > > [https://program.reforge.com/cohorts/2023-spring-mastering-product-management-eg?week=1](https://program.reforge.com/cohorts/2023-spring-mastering-product-management-eg?week=1) ![[Untitled 4 1 1.png|Untitled 4 1 1.png]] The Reforge Product Strategy Map breaks down into 6 distinct dimensions. These 6 dimensions are: - **Target audience:** the narrowest relevant set of users for your product. - **Problem you’re solving:** the specific issue you are solving for your users. - **Value proposition:** the specific benefits or value you provide to your users to solve their problem. - **Strategic differentiation:** the unique attribute your company has that makes it 10x more compelling than the leading alternatives. - **Channel strategy:** the channels you chose to use to acquire users, and how you build your product to promote acquisition from those channels. - **Monetization strategy:** your business model, and how you build your product to drive monetization. ![[Untitled 5 1 1.png|Untitled 5 1 1.png]] ## Target Audience Using the bullseye approach, you went from the typical high-level understanding of your general audience to deep understanding of your narrowest target audience. When you connect this deep understanding to your product work, you’ll develop features and products that better resonate with your core users, leading to higher retention and user satisfaction. Without this deep understanding, you run the risk of developing less focused products, leading to poorer product outcomes. ![[Untitled 6 1 1.png|Untitled 6 1 1.png]] ![[Untitled 7 1 1.png|Untitled 7 1 1.png]] ![[Untitled 8 1 1.png|Untitled 8 1 1.png]] ![[Untitled 9 1 1.png|Untitled 9 1 1.png]] ![[Untitled 10 1 1.png|Untitled 10 1 1.png]] When you evaluate your live customer data to find which segments are most attractive, you’ll commonly end up with one of two outcomes: ![[Untitled 11 1 1.png|Untitled 11 1 1.png]] ## Problem You’re solving As with the target audience, PMs often have at least a surface-level understanding of the problem they’re solving. They can state the explicit challenge they’re creating a solution for, and explain how their product addresses that challenge. However, they often miss an extra layer of deeper understanding on the root problem they’re solving. What most PMs miss is the final outcome they are truly solving for. ![[Untitled 12 1 1.png|Untitled 12 1 1.png]] **First, write out the outcome the customer wants.** By thinking about the ultimate outcome that the customer wants instead of ideating off of their existing solutions, you escape the ‘faster horse’ problem. **Second, write out their motivation for solving the problem.** By ensuring you’ve also thought about ‘why’ the customer wants the outcome, you get better ideas on exactly ‘what’ need you have to solve. **Third, write out the gaps they experience in solving the problem with current solutions.** By concretely understanding why existing solutions fail, you get a better understanding of the deeper problem you must solve. ![[Untitled 13 1 1.png|Untitled 13 1 1.png]] ![[Untitled 14 1 1.png|Untitled 14 1 1.png]] ## Value proposition A value proposition explains how your product adds value to its target customers. The common, surface-level understanding of how to describe your value proposition is to describe it in a single, high-level statement. People who don’t already have a clear understanding of the value proposition may misinterpret some of the details. This can manifest in problems like mid-project disagreements, where people disagree on what exactly the value proposition is-- and as a result, you can end up with a less-focused product. To reduce this possibility of misinterpretation and misalignment, you need to go to the next level of depth in understanding and communicating your value proposition. ![[Untitled 15 1 1.png|Untitled 15 1 1.png]] ![[Untitled 16 1 1.png|Untitled 16 1 1.png]] ![[Untitled 17 1 1.png|Untitled 17 1 1.png]] ![[Untitled 18 1 1.png|Untitled 18 1 1.png]] To replicate this process for your product, think about your ideal homepage. ![[Untitled 19 1 1.png|Untitled 19 1 1.png]] ![[Untitled 20 1 1.png|Untitled 20 1 1.png]] ## Strategic differentiation Value proposition and strategic differentiation are often confused or even used as synonyms, so it’s worth quickly clarifying the difference between the two. Whereas value proposition describes what solution you provide, strategic differentiation describes how you keep that value proposition compelling against your competitors. Having a deep understanding of your strategic differentiation against not just your direct competition, but your full field of competition is key to understanding what it takes to build a compelling product for your audience. ![[Untitled 21 1 1.png|Untitled 21 1 1.png]] ![[Untitled 22 1 1.png|Untitled 22 1 1.png]] ![[Untitled 23 1 1.png|Untitled 23 1 1.png]] ![[Untitled 24 1 1.png|Untitled 24 1 1.png]] ![[Untitled 25 1 1.png|Untitled 25 1 1.png]] ![[Untitled 26 1 1.png|Untitled 26 1 1.png]] ![[Untitled 27 1 1.png|Untitled 27 1 1.png]] ![[Untitled 28 1 1.png|Untitled 28 1 1.png]] ![[Untitled 29 1 1.png|Untitled 29 1 1.png]] ## Channel Strategy ## Monetization Strategy # Week 2: **Creating Feedback Systems** > [!info] Reforge > > [https://program.reforge.com/cohorts/2023-spring-mastering-product-management-eg?week=2](https://program.reforge.com/cohorts/2023-spring-mastering-product-management-eg?week=2) # Week 3: **Building 4D Roadmaps & OKR Loops** > [!info] Reforge > > [https://program.reforge.com/cohorts/2023-spring-mastering-product-management-eg?week=3](https://program.reforge.com/cohorts/2023-spring-mastering-product-management-eg?week=3) # Week 4: **Empowering Product Specs & Decision Architecture** > [!info] Reforge > > [https://program.reforge.com/cohorts/2023-spring-mastering-product-management-eg?week=4](https://program.reforge.com/cohorts/2023-spring-mastering-product-management-eg?week=4) --- # Templates **The Product Strategy Map Template** [https://docs.google.com/spreadsheets/d/1JQPrkYadGBYyefhx7sqMf7UT8RN-6iZbCgnaepzw4C0/edit?usp=sharing](https://docs.google.com/spreadsheets/d/1JQPrkYadGBYyefhx7sqMf7UT8RN-6iZbCgnaepzw4C0/edit?usp=sharing) **Stakeholder-Forum-Style Influence Template** [https://docs.google.com/spreadsheets/d/151C9RAdcni3XGrJ9yqsoIIRuQ7UQJuJU1zXJuNmSKzI/edit#gid=0](https://docs.google.com/spreadsheets/d/151C9RAdcni3XGrJ9yqsoIIRuQ7UQJuJU1zXJuNmSKzI/edit#gid=0) **Vision Narrative Example: Lyft** [https://docs.google.com/document/d/12cZh9kZTv5LfdOqX9oRWLIQTUt2fznua7Y-4L77qyHo/edit?usp=sharing](https://docs.google.com/document/d/12cZh9kZTv5LfdOqX9oRWLIQTUt2fznua7Y-4L77qyHo/edit?usp=sharing) **Vision Narrative Example: Notejoy** [https://docs.google.com/document/d/1kZ2R7L6ewDT_K1Odxmu1uQooVzJvFZ5gA3Wt_TTPjxo/edit?usp=sharing](https://docs.google.com/document/d/1kZ2R7L6ewDT_K1Odxmu1uQooVzJvFZ5gA3Wt_TTPjxo/edit?usp=sharing) **Creating a Vision Narrative Template** [https://docs.google.com/spreadsheets/d/1zbdZb4Xy4lXWB_iKWvVuroC1CcJ_j6d_h4Pbay1Fjhk/edit?usp=sharing](https://docs.google.com/spreadsheets/d/1zbdZb4Xy4lXWB_iKWvVuroC1CcJ_j6d_h4Pbay1Fjhk/edit?usp=sharing) **Feedback River Template** [https://docs.google.com/spreadsheets/d/1rRqiASft3sAjrWYjZRGwsSeMbr_QVJ2YaaIcGrKsVao/edit?usp=sharing](https://docs.google.com/spreadsheets/d/1rRqiASft3sAjrWYjZRGwsSeMbr_QVJ2YaaIcGrKsVao/edit?usp=sharing) **Feedback System of Record Template** [https://docs.google.com/spreadsheets/d/1KVMvr4XQiKqG5syTogQSfMadL_2lCBis4nomeKFsCIA/edit?usp=sharing](https://docs.google.com/spreadsheets/d/1KVMvr4XQiKqG5syTogQSfMadL_2lCBis4nomeKFsCIA/edit?usp=sharing) **Lever Dashboard Template** [https://docs.google.com/spreadsheets/d/1GTA37rIQ7aI7TeHnvMS5TISPlbiB3NKGnJlE3iLqr7A/edit?usp=sharing](https://docs.google.com/spreadsheets/d/1GTA37rIQ7aI7TeHnvMS5TISPlbiB3NKGnJlE3iLqr7A/edit?usp=sharing) **4D Roadmapping Process Template** [https://docs.google.com/spreadsheets/d/1wpTaQrfiQ9L_Md1n-MUb6B0nyahzaHEDx0lOQxZIiFQ/edit?usp=sharing](https://docs.google.com/spreadsheets/d/1wpTaQrfiQ9L_Md1n-MUb6B0nyahzaHEDx0lOQxZIiFQ/edit?usp=sharing) **OKR Tracking Template** [https://docs.google.com/spreadsheets/d/1skDaDNFj15RjRoVzBy-SSPHwPyjDbZhXpAwgExsNCNU/edit?usp=sharing](https://docs.google.com/spreadsheets/d/1skDaDNFj15RjRoVzBy-SSPHwPyjDbZhXpAwgExsNCNU/edit?usp=sharing) **OKR Template: LinkedIn Sales Navigator Example** [https://docs.google.com/spreadsheets/d/1ig36TlZkxArpcKdbPZetJuZcXkJPsnrw_QrZz3nkkqs/edit?usp=sharing](https://docs.google.com/spreadsheets/d/1ig36TlZkxArpcKdbPZetJuZcXkJPsnrw_QrZz3nkkqs/edit?usp=sharing) **Product Specs Template** [https://docs.google.com/document/d/1EMlzJ0bs1fUCVxobRmeCCqYNHkSlzYqlq1HXIU1a2y8/edit?usp=sharing](https://docs.google.com/document/d/1EMlzJ0bs1fUCVxobRmeCCqYNHkSlzYqlq1HXIU1a2y8/edit?usp=sharing) **Product Specs Example: Notejoy** [https://docs.google.com/document/d/1eLtHIEpDouN5c__S-1NepkPlYbcsMbxs14oFvQGZV_A/edit?usp=sharing](https://docs.google.com/document/d/1eLtHIEpDouN5c__S-1NepkPlYbcsMbxs14oFvQGZV_A/edit?usp=sharing) **Decision Budget and Decision Journal** [https://docs.google.com/spreadsheets/d/1VApGmEFyR_De23kiw3P1RhBFB1ZmKxEhO1XHBraT4yw/edit?usp=sharing](https://docs.google.com/spreadsheets/d/1VApGmEFyR_De23kiw3P1RhBFB1ZmKxEhO1XHBraT4yw/edit?usp=sharing) **Decision Budget and Decision Circles: LinkedIn Sales Navigator Example** [https://docs.google.com/spreadsheets/d/1JX_U0k5oJQa5QUM7bcz88Hv8x7CN1YhiguTF61B44NU/edit?usp=sharing](https://docs.google.com/spreadsheets/d/1JX_U0k5oJQa5QUM7bcz88Hv8x7CN1YhiguTF61B44NU/edit?usp=sharing) --- #todo/next-actions - [ ] Move notes from W2–4 here ---