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