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As current CEO Bob McDonald explains, “We don’t give lip service to consumer understanding. We dig deep. We immerse ourselves in people’s day-to-day lives. We work hard to find the tensions that we can help resolve. From those tensions come insights that lead to big ideas.”2 Those big ideas can be the basis of a powerful where-to-play choice.

Playing to Win

A. G. Lafley, Roger Martin, A.G. Lafley, Roger L. Martin

If you’re working on a strategy for a whole product, then the superpowers that you might have can be split into 7 categories: • **Network effects** – Each user enjoys more value as new users join the network • **Scale economies** – Unit costs decline as volume increases • **Switching costs** – Switching to an alternate product would be costly or painful for users • **Counter positioning** – Where a new product’s business model or value proposition cannot easily be copied by incumbents as it would damage their existing business • **Cornered resource** – Unique access to a valuable asset • **Branding** – An objectively identical offering has higher perceived value • **Process Power** – Embedded company culture and process which enable lower costs and/or superior quality

How to Write a Product Strategy in 1 Day / 1 Week / 1 Month

Aakash Gupta

I recommend teams use three different artifacts to keep track of what they are learning from their customer interviews: 1. The interview snapshot: This artifact summarizes what you learned from a single customer interview. Teams should create an interview snapshot for each interview that they conduct. 2. A comprehensive experience map: This map represents the experience of multiple customers. It’s an amalgamation of all the individual experience maps that appear on your interview snapshots. 3. An [opportunity solution tree](https://www.producttalk.org/opportunity-solution-tree/): This artifact captures any opportunities from across your interview snapshots that are relevant to your current [product outcome](https://www.producttalk.org/2020/05/product-outcomes/).

The Interview Snapshot: How to Synthesize and Share What You Learned From a Single Customer Interview

Teresa Torres

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