Stop creating business and product
development strategies blindly

What will your product be like next year? Which road map will you take to get there? What big functional blocks should be implemented? What KPIs will you achieve and what bonuses will you receive?
Time to define your strategy for 2023! Don't do it blind.
What do you usually do? At best, you're talking to customers about their problems, launching an MVP, or just building product features based on your idea of what's needed and then trying to sell it. These methods no longer work.
Behind the business and products you describe in your strategy are invisible streams of customer needs. They provide opportunities for the growth of your products. You can keep building cloud castles and you might even get lucky, but it's best not to rely on luck.
Before creating a product strategy or launching a new product, define the customer needs landscape (customer development hierarchy) to understand where the customer will come from, why, and where they can go next.
Let's break it down with a simple example of a convenience store. The following is an exemplary scheme for the development of customer needs.
To buy the missing ingredients for cooking
To create a menu to feed your family
To treat the family to culinary delights and feel like a chef
To improve physical health and quality of life
To make your family happy every day
1
Step number one
What problem did housewives solve by going to the convenience store? In fact, one of the needs was "to buy those products that are not enough to cook from what is available." They saw that they had everything in the kitchen for making bolognese pasta, but there was not enough tomato paste, and they went to the store.
2
Step number two
But one day everything changed. Someone had eaten something in China and everyone was quarantined. It became impossible to go to the store, but delivery services came in power.
How did the need changed? It became completely different - "To make a menu to feed the family." Previously, the husband had asked his wife: “What are we going to eat?” And the wife had answered: “What I cook, you will eat.” But when only a delivery service became possible, another question arose instead: "What are we going to eat?". The process changed irrevocably.
3
Step number three
The quarantine was discarded, but the habit of using delivery service was formed, since it provided more time for oneself and work, and, as a result, greater income was generated. Therefore, housewives began to look for new solutions within the big need "To provide food for the family."
The need "To plan a menu to feed the family" transformed into "Treat your family and yourself with culinary masterpieces" with the help of ready-to-cook sets. And housewives wanted to spend even less time cooking.

4
Step number four
Ready meals! Didn't waste time cooking, but "Improve health and quality of life"!
5
Step number five
At some point, ready-made sets get boring. The need "To treat yourself and Family everyday" is solved by delivering food from restaurants!
And this is not the limit! There are more levels. Guess what?
So, we analyzed how the needs of clients are evolving. This is a very simplified diagram. Usually a JTBD research report takes up hundreds of pages, where we describe dozens of steps, triggers, fears, etc. We show places where, why and how to develop our products.
Without a needs landscape (client development hierarchy) you are blind and very narrowed. Turn on your headlights, study the customer flows in the market. Add an evidence base to an existing strategy with JTBD research.