It’s rather unfortunate that most of the best actionable content for digital innovation is often written solely from the angle of startups, where you’re building upon a clean table. The reality, after all, is that >90% of the world’s current value is tied to legacy systems and organizations, as well as existing management practices— and with good reason: Old strategies and systems have been trialed and tested by time, and they’ve simply been proven to work.
Product management always exists when building or growing a new product business. We need to decide on what to build, ergo you have product management. So it's not really a question of whether you have product management, but on what level your product management is, and whether it creates real value for our company.
When starting a new business, we often jump straight into choosing a digital service or a vendor and forget something vital. We forget to spend time figuring out what we really need and when that happens, the digital aspect of our business is left with untapped potential.
In the world today, companies need to have a real purpose for their existence. This purpose is worth nothing unless it's visible in the communication and strategy. A modern tool on how to include your purpose into the strategy is forming a compelling strategic narrative.