What is Product Strategy?
by Christopher Cureton
Product strategy defines what you build, who it’s for, and why it matters — in service of a broader strategic direction.
It translates business intent into product decisions by clarifying target users, value propositions, and prioritization logic. At its best, product strategy ensures teams are building the right things — and building them intentionally.
At its best, product strategy informs a clear roadmap, prioritizing initiatives that drive value while aligning with long-term vision. It also sets the design principles that guide how the product looks, feels, and functions — shaping both user experience and brand expression.
For product leaders and teams, a strong product strategy is more than a document — it’s a decision-making framework. It informs roadmaps, guides prioritization, and shapes how value shows up in the product experience. When dialed in, it creates leverage across product, marketing, and sales by ensuring every feature launched tells the same strategic story.
Product strategy does not resolve organizational misalignment on its own.
When product, marketing, and sales operate from different definitions of value, even strong product strategy will break down in execution. In those cases, alignment must be addressed at the system level — before product decisions can compound.