Product-to-distribution strategy

The question it helps answer

Use the product-to-distribution strategy to organise the reasoning behind this question: How can a company treat customer access and distribution as strategic assets for future products? The working view makes core product, customer base, and channels visible so discussion can move from general opinion to a specific action or decision.

When to use it

Use the product-to-distribution strategy when people working on product leadership are using different mental models for core product, customer base, and channels, and that difference is changing choices or coordination.

What it is

The product-to-distribution strategy is a set of connected concepts for examining one situation from several necessary angles. Its core working elements are core product, customer base, channels, and adoption engine. Those elements belong together because each changes how the others should be interpreted or acted on.

Core elements

Core product

Capture core product only at the level needed to answer: How can a company treat customer access and distribution as strategic assets for future products? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the product-to-distribution strategy, connect this entry to customer base so the relationship can be reviewed rather than inferred.

Customer base

Identify the relevant people or groups, their needs, and any important differences in influence, access, or impact. Within the product-to-distribution strategy, connect this entry to channels so the relationship can be reviewed rather than inferred.

Channels

Match the message, level of detail, channel, sender, timing, and feedback path to the audience and consequence. Within the product-to-distribution strategy, connect this entry to adoption engine so the relationship can be reviewed rather than inferred.

Adoption engine

Describe credible alternatives on the same basis so that benefits, costs, risks, dependencies, and reversibility can be compared fairly. Within the product-to-distribution strategy, connect this entry to adjacent products so the relationship can be reviewed rather than inferred.

Adjacent products

Capture adjacent products only at the level needed to answer: How can a company treat customer access and distribution as strategic assets for future products? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the product-to-distribution strategy, connect this entry to build-buy so the relationship can be reviewed rather than inferred.

Build-buy

Capture build-buy only at the level needed to answer: How can a company treat customer access and distribution as strategic assets for future products? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the product-to-distribution strategy, connect this entry to cross-sell so the relationship can be reviewed rather than inferred.

Cross-sell

Capture cross-sell only at the level needed to answer: How can a company treat customer access and distribution as strategic assets for future products? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the product-to-distribution strategy, connect this entry to risks so the relationship can be reviewed rather than inferred.

Risks

Describe the cause, possible consequence, early warning signal, owner, and proportionate prevention or response. Within the product-to-distribution strategy, connect this entry to cross-sell so the relationship can be reviewed rather than inferred.