The challenge of Strategy Formulation in Products with very wide Markets

An interview with the CPO of Sherpany, a meeting management app with a very wide set of opportunities for expansion

My 5 takeaways from my conversation with Nina

  • Sherpany has a very solid annual strategy process, with clear steps, deadlines, and resulting artifacts. While sometimes this level of formality can affect the innovation of breakthrough ideas, I believe strong cadences help you gain momentum and avoid “hiding away” from the strategic work that is required regularly.
  • When discussing positioning, it was very interesting the mix of approaches used (defining a meeting category, a target user -meeting leaders-, the customer journey with 22 touchpoints, and the ones they wanted to excel on). Sounds like a complex analysis, but resulted in a very clear focus.
  • Nina tied her current example to the current growth stage of the company (scale-up) and made very explicit the importance of selecting with a very clear focus on the user and need in mind (only executive meetings) to grow and scale the product impact.
  • While the vision goes in the direction of reaching all users and use cases, their strategy was very focused on a type of user and type of meeting, making a more narrow product scope that helps them excel and grow strengthening their core capabilities. They leveraged the most “natural” growth path.
  • When talking about the longer term, Nina mentioned how the understanding of a longer horizon strategy was built over time. I think this reflects on our growing understanding as leaders and teams, making Strategy is not a set and forget process but continuously evolving as we learn, giving us a better understanding of how we can play in the future.



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Nacho Bassino

Working on online products, currently as Director of Product at XING. Passionate about technology and amazing web/mobile products.