Product Strategy: Concrete Deliverables

Bringing structure to vision, clarity to ambition, and rigour to execution.

Product strategy is often viewed as abstract or conceptual; yet, the reality is that it lives and dies by its deliverables. If vision cannot be communicated, strategy cannot be measured, and roadmaps cannot be executed, the product fails not through intention, but through a lack of structured translation from thought to action.

This article provides a deep dive into the concrete deliverables every product strategist should work towards, structured across six stages: vision, strategy, roadmap, execution oversight, customer insights, and optimisation.

1. Product Vision

A great product begins not with a feature list, but with a reason for existing. Vision clarifies where the product is heading and why it matters.

Vision Statement

The vision statement is not a slogan. It is a clear and inspirational articulation of the future state of the product, anchored in the company’s broader mission and values. It should resonate with both internal stakeholders and external audiences. A strong vision provides long-term direction even when short-term plans change.

Example: “To make ethical investing accessible to every smartphone user.”

User Personas and Use Cases

Once vision sets the direction, user personas and use cases ground that vision in reality. These are detailed character profiles representing your target customers, including their goals, pain points, behaviours, and environments.

Use cases complement personas by showcasing realistic scenarios, “A freelance designer checks her investment dashboard while travelling abroad…”, so the team builds empathy, not just assumptions.

Value Proposition

The value proposition defines the “why” behind the product. It should articulate the unique benefits the product delivers, how it differs from alternatives, and why customers would choose it.

What jobs does your product help the user get done?

What emotional or functional needs does it address?