Escaping the Build Trap: How Effective Product Management Creates Real Value

by Melissa Perri

Strategic intents should be at a high level and business focused. They are about entering new markets, creating new revenue streams, or doubling down in certain areas. Think back to the Netflix example at the beginning of this section. Netflix had a clear strategic intent: “Lead the streaming market.” All of its decisions, from enabling internet-connected devices to focusing on creating more content for users, helped to achieve this goal. It pushed them in the right direction. When that goal was realized, Netflix changed course to maintain its position by creating its own content — another strategic intent. These are not small goals. They need an army to execute, from product development to marketing to content creation. That’s the point. The strategic intents are about the whole company, not just the product solution.