Main takeaways: - Product discovery tactics - Crafting the strategy - Gaining alignment

1. Crafting Product Strategy: Blueprint
for Success by Atlassian PM
productschool.com

2. Your Product Management
Certificate Path
Certificates
Product Manager
Certification™
Senior Product Manager
Certification™
Product Leader
Certification™

3. Corporate Training
Level Up Your Team Management Skills
productschool.com

4. Free Product Management Resources
Resources
Events Courses Podcasts
Newsletters Communities eBooks and
Reports

5. A blueprint for success for new
PMs
Crafting a winning product
strategy
Nidhi Raj
Senior Product Manager, Atlassian

6. My Intro and Experience
Nidhi Raj
Senior Product Manager, Atlassian

7. Sharing & gaining alignment
3
Crafting the strategy
(activity ideas included!)
2
Product discovery tactics
1
AGENDA

8. 1. Product
Discovery Tactics

9. You can’t visualize what you don’t know
So, dive into the product,quickly
Stakeholder
Interviews
1. Make a list of at least
3 people/ teams
2. Form a template of
questions
3. Schedule & run
interviews
Ask each person the
contact of one other
person that you
should talk to
Do a 1minute rapid
fire, asking each user
to rate 10 of your
features
You could make this a
team activity for a
faster analysis
User
Research
1. Review any existing past
research
2. Synthesize the specifics
of what you wish to
learn
3. Conduct user interviews
Competitive
Analysis
1. Secret shopper exercise
on your own product
2. Follow the same steps in
a competitortool
3. Map to an easy
framework like SWOT

10. 2. Crafting the
strategy

11. Key components of a strategy document
Problem statement
Data on why this is worth
solving now
- Competitiveinsights
- Feature requests
1. What is the
problem?
3. How will we
be solving it?
2. Who are we
solving for?

12. Activity idea for ‘What is the problem?’
Rose Thorn Bud
I like I wish I wonder
Start Stop Continue

13. Templates for ‘What is the problem?’

14. Key components of a strategy document
User personas with
segmentation
Top user pain points
with customer
quotes
1. What is the
problem?
3. How will we
be solving it?
2. Who are we
solving for?

15. Templates for ‘Who are we solving for?’

16. Key components of a strategy document
Vision with a timeframe
Guiding principles
Strategies & roadmap
Success metrics & OKRs
1. What is the
problem?
3. How will we
be solving it?
2. Who are we
solving for?

17. How will we be solving it - Key Terms
• Guiding Principles: An agreed upon set of morals that will guide our decision making.
• Vision: Communicates what we will achieve in the future. Used to align & inspire about a shared
goal.
• Strategies: Communicate how we will achieve the vision.
• OKRs: Objectives & Key Results are measurable goals that achieve the vision. They are stepping
stones towards implementing our strategies.
Vision Strategies
Objectives
Key Results
Guiding
Principles
Describes an ideal
future achieved by the
are converted to
actionable measure
achievement of
influence

18. How will we be solving it - Vision
If vision statements for famous companies were public, here’s what they might look like:
• Nike: "To bring inspiration and innovation to every athlete in the world.”
• Apple: "A computer in the hands of everyday people.”
• Charles Schwab: "Helping investors help themselves.”
• Disney: "Make people happy."
Use tools like AI to refine the vision statement and make your work easier
Do a 15-minute brainstorm session with a 5+ group to get some rough ideas for Vision
statements
Vision: “I see a world where..”

19. How will we be solving it – Strategies &
Roadmap
Strategy: “We will achieve this vision by..”
Onboarding
Permissions
1. Group the previousrose, bud, thorn into themes
2. Use data gathered from user research, competitive analysis
and feature requests to inform priority between the themes
3. Assign timelines based on overallcompany priorities and
engineering feasibility
Permissions

20. Key components of a strategy document
User personas with
segmentation
Top user pain points
with customer
quotes
Vision with a timeframe
Guiding principles
Strategies & roadmap
Success metrics & OKRs
1. What is the
problem?
3. How will we
be solving it?
2. Who are we
solving for?
Problem statement
Data on why this is worth
solving now
- Competitiveinsights
- Feature requests

21. 3. Sharing & gaining
alignment

22. Sharing & gaining alignment
Share with
more people
Seek
feedback
Update the
strategy
document
• Your entire team
• Cross functionallyto
engineering, design,
product marketing etc.
• Higher up to leadership
• Align on priorities with
partner teams
• Clarify if feedback is a
suggestion, must-do or
opinion
• Make changes based on
feedback
• Update periodicallyto keep
the document relevant

23. THANK YOU
Nidhi Raj
Senior Product Manager, Atlassian
https://www.linkedin.com/in/nidhijr1/

24. Part-time Product Management
Training Courses
and Corporate Training
productschool.com