There are a lot of inputs to product strategy including advisory boards, customer forums, sales teams and ROI prioritization algorithms. None are sufficient on their own: we have to develop and apply strategic judgment, and test that in the marketplace.
The software bits we release are not the whole product, but a part of the product. We need to make sure we ship a whole product, which includes a compelling story of interest to customers. Strategy, segmentation and customer joy matter.
If all of the profits are in the nth copy of software that we sell, we need to understand the Law of Build Once, Sell Many. Building for market segments is different (better) than custom development or professional services.
In a job search, *you* are the product that you’re trying to market. Look for ways to apply your product management skills to yourself: segmentation/targeting, turning features into benefits, and solution selling. Become your own demo.
Product management is about allocating scarce resources across existing products/services while exploring new opportunities. We need to combine top-down, bottom-up and market-in approaches to make good decisions.