FOUNDATIONS
CUSTOMER-CENTERED PRODUCT STRATEGY FOR 
MACHINE INTELLIGENCE
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JOE LAMANTIA
Currently: Available > Call me :)
Previous: Amazon, SallieMae, Bottomline, Capital O…
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Flying Blind On A Rocket Cycle: Case Study on Customer-centered 
Product Strategy for Machine Inte…
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TOPICS
▸ A model for product strategy
▸ Business strategy <> product strategy
▸ A definition for…
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2 THINGS
ON PRODUCT STRATEGY
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IT’S A CYCLE
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OBSERVE
ACT
ORIENT
DECIDE
TURTLES OODA LOOPS ALL THE WAY DOWN…
CUSTOMER CENTERED
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OPPORTUNITY 
ASSESSMENT
PRODUCT 
INVESTMENT
PRODUCT 
DISCOVERY
PRODUCT & PORTFOLIO 
PLANNING…
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CLARITY
SPEED
TIMING
MOMENTUM
IMPACT
=
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2 (MORE) THINGS
ON PRODUCT STRATEGY FOUNDATIONS
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THE PRODUCT STRATEGY SPEAKS TO 
HOW YOU HOPE TO DELIVER ON THE 
BUSINESS STRATEGY.
Marty Cagan
…
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“HOW DOES IT…?
UM…
HOW DOES IT WORK?”
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IT’S WAY FINDING…
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“AWARENESS OF WHERE ONE IS LOCATED
…AND ASCERTAINING A PATH THROUGH 
AN ENVIRONMENT TO THE DESIRE…
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“IT’S CALLED WAYFINDING… IT’S NOT 
JUST SAILS AND KNOTS, IT’S SEEING 
WHERE YOU’RE GOING IN YOUR …
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ARCHETYPE (NOUN)
archetype, (from Greek archetypos, “original pattern”), in literary 
criticism, …
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“We use the term 
wayfinding to include all 
processes that allow 
humans and animals to 
orien…
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https://manoa.hawaii.edu/exploringourfluidearth/physical/navigation-and-transportation/wayfinding-a…
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“The art of wayfinding 
involves adapting to 
variable and unexpected 
conditions …while
mainta…
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MODERN WAYFINDING: COURSE STRATEGY AND DEPARTURE TIME
“Before a voyage by sail begins, the wayfind…
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OPPORTUNITY 
ASSESSMENT
PRODUCT 
INVESTMENT
PRODUCT 
DISCOVERY
PRODUCT & PORTFOLIO 
PLANNING…
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OPPORTUNITY 
ASSESSMENT
PRODUCT 
INVESTMENT
PRODUCT 
DISCOVERY
PRODUCT & PORTFOLIO 
PLANNING…
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IT’S A SANDWICH…
https://www.modernhoney.com/italian-meatball-subs/
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THE PRODUCT STRATEGY SPEAKS TO 
HOW YOU HOPE TO DELIVER ON THE 
BUSINESS STRATEGY.
Marty Cagan
…
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“TRUE STRATEGY IS ABOUT PLACING BETS 
AND MAKING HARD CHOICES. THE 
OBJECTIVE IS NOT TO ELIMINATE…
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CUSTOMER?
ACTION?
PRODUCT?
PLAN?
A SERIES OF DOGS HARD CHOICES
George Carlin
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BUSINESS STRATEGY IS ABOUT 
IDENTIFYING YOUR BUSINESS 
OBJECTIVES AND DECIDING WHERE TO 
INVEST …
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BUSINESS STRATEGY 
BUSINESS STRATEGY
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OPPORTUNITY 
ASSESSMENT
PRODUCT 
INVESTMENT
PRODUCT 
DISCOVERY
PRODUCT & PORTFOLIO 
PLANNING…
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BUSINESS STRATEGY 
BUSINESS STRATEGY
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ANALYTICS PRODUCTS
EMERGING SPACES
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OPPORTUNITY 
ASSESSMENT
PRODUCT 
INVESTMENT
PRODUCT 
DISCOVERY
PRODUCT & PORTFOLIO 
PLANNING…
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"PRODUCT STRATEGY CHARTS THE 
COURSE OF PRODUCT INVESTMENT AND 
EVOLUTION"
Joe Lamantia
DEFINIT…
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“HOW DOES IT…?
UM…
HOW DOES IT WORK?”
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http://rethinkingproductmanagement.blogspot.com/2012/06/product-strategy-what-does-it-mean-need.html
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1. WHY ARE YOU HERE?
2. WHERE ARE YOU GOING?
3. HOW WILL YOU GET THERE?
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1. WHY ARE YOU HERE?
2. WHERE ARE YOU GOING?
3. HOW WILL YOU GET THERE?
ANALYTICS PRODUCTS
EMER…
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EMERGING SPACES
NEW
PRODUCTS
ANALYTICS
PRODUCT STRATEGY $$$
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THANK YOU!
CALL ME…
joe.lamantia@gmail.com
joelamantia.org
https://www.youtube.com/joelamantia
…
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