Tag Archives: use cases

Creating a vision for your company? Don’t start with product use cases. Begin by understanding “use case experiences”

A VP of products for a B2B technology company was tasked to develop the next chapter of his company’s vision and roadmap. Recognizing the importance of building a value proposition shared and commonly understood across the company, he hosted a marketing & engineering “summit” designed to be a working session to take the first step on his journey to the marketing high ground. In many companies product roadmaps represent merely a collection of  feature enhancements and bug fixes. But, the intrepid VP wanted to leap frog this kind of tactical thinking. In order to be strategic, a new approach was required. Continue reading