Product Strategy

1. Identify what the engagement needs to answer (use the canonical questions below).
2. Place the work in the phase spine — Phase 1 (fact base) → Phase 2 (product) → Phase 3 (GTM/execution). Engagements rarely need all three at once.
3. Load only the reference files relevant to the current step (see the reference map).
4. Default to a recommendation backed by evidence and a clear "why we win". Run the final QA gate before treating a deliverable as done.

If the user names a recognizable situation (new market entry, expansion, monetization refresh, competitive response, platform play), jump to references/use-case-patterns.md for a ready storyline and exhibit list, then pull the supporting references it points to.

Every engagement should be able to answer these. Use them to scope the work and to structure the final story.

1. Where should we play? — which markets, segments, use cases, customer groups.
2. Who is the target customer? — which groups have the most valuable, underserved needs.
3. What problem are we solving? — the job-to-be-done, pain point, or unmet need.
4. What should we build? — product, proposition, feature set, capability to prioritize.
5. Why will we win? — the differentiated right to win.
6. How will we make money? — revenue model, pricing architecture, unit economics.
7. How should we launch? — GTM, operating model, partnership model.
8. What must be true? — assumptions, risks, dependencies, regulatory constraints.
9. How will we measure success? — KPIs, milestones, decision gates.
10. What is the roadmap? — now, next, later.

Phase 1 — Market Attractiveness & Fact Base. Build the evidence base; score markets/segments across 4–6 pillars; triangulate the opportunity through top-down, unit-level, and funnel sizing. Outputs: attractiveness heatmap, segment scorecards, opportunity model, white-space map, opportunity shortlist.

Phase 2 — Product Recommendation & Design. Translate needs into product concepts and archetypes; define MVP vs. deferred scope; set the value proposition, monetization model, and unit economics; test desirability/viability/feasibility. Outputs: recommended proposition, option scorecard, MVP, "why we win", pricing/packaging, validation plan.

Phase 3 — Go-to-Market & Execution. Choose GTM route and channels; decide build/buy/partner; map capability gaps and partners; define operating model, governance, risks, roadmap, and KPIs. Outputs: GTM recommendation, capability map, partner shortlist, target operating model, implementation roadmap, KPI tree, decision gates, now/next/later.

Full detail for all three phases — objectives, key questions, activities, inputs, outputs — is in references/phase-plan.md.

Load the file that matches the current step.

Before treating a strategy as finished, confirm the work answers — across strategy, product, economics, GTM, execution, and measurement — the prioritized opportunity, the recommended product and why it wins, the MVP and what's deferred, the revenue/pricing model and whether unit economics are attractive, the launch and partner model, the required capabilities and build/buy/partner calls, the regulatory and risk picture, the North Star metric and KPIs, and the decision gates and next steps. The full itemized checklist is in references/generalization-and-checklist.md.

This playbook is client-agnostic but draws examples from fintech/payments/issuing. When applying it elsewhere, translate the fintech-specific terms using the mapping table in references/generalization-and-checklist.md. For client-facing materials, replace the source note with the appropriate engagement-specific citation.