Product strategy: which problem do buyers pay to solve?
I research the buyer’s task, decision context and search demand, connecting the product, offer and priorities for market testing.
The product is ready. The reason to buy is still unclear.
Users may like the features without having a reason to buy. I examine who needs the product, what changed in their situation, how they solve the problem now and which outcome they value.
From a feature to an ongoing task
I ask what someone will do after the first result. What task comes next, and can the product be useful there? This question can reshape product direction as well as the wording on the website.
For PaperSpell, I formulated the principle “documents generate documents”: existing information can support preparation of the next document or a step towards a goal. The pilot for this direction is still being refined; its retention and LTV effects have not yet been established.
How I choose what to test first
I compare product behaviour, buyer needs and search queries. For PaperSpell, I used Google Keyword Planner: frequently searched tasks informed the pilot topics. Search popularity helps prioritise research; it does not prove demand for our particular solution.
What we examine together
Buyer and user: who chooses, who pays and who receives the outcome. Context: what triggered the search and which alternatives exist. Product: which scenarios support the outcome. Offer: what change can be promised and how it can be substantiated.
What the team receives
An agreed description of the audience and its task, a value proposition, prioritised product hypotheses and a testing plan. Depending on the project, the output informs the website, app scenarios, a pilot or market entry. Deliverables and implementation involvement are agreed before we start.
Illustrative example: instead of “add an AI chat”, identify the task after the first answer, select one useful scenario and test whether people want to continue it in the product. Feature count does not establish value.
How to start and what to prepare
Share the product description, current segments, examples of enquiries and purchases, available analytics and the main question. An anonymised context is sufficient for the first conversation. Research depth, timing and price depend on the problem and are agreed separately.
Discuss product strategyQuestions about product strategy
Can we start with an idea before the product exists?
Yes. We first examine the problem, audience, alternatives and evidence of willingness to pay, then select a test before substantial development.
How does this differ from writing website copy?
The wording follows decisions about the buyer, task and product. The scenario or development priority may change, alongside its description.
When should we start with Rentgen?
When the cause could lie in acquisition, measurement, the offer or the product. Diagnosis clarifies what work is needed next.
What buyers pay for (RU) · How to formulate positioning (RU) · Which signals indicate PMF (RU)
My approach to examining problems · My role in PaperSpell · Rentgen diagnosis