2. Understanding Your Audience

In this guide, we discuss how to communicate product strategy effectively to diverse audiences within an organization. By understanding the motivations, preferences, and communication styles of different teams and stakeholders, you can adapt your messaging for maximum impact.

1. Know Your Audience

The first question to ask when preparing to communicate product strategy is: Do you know your audience? Understanding the different profiles and personalities involved helps tailor the communication for each audience, improving engagement and ensuring that each group grasps the strategic vision.

Each company has a unique corporate culture that influences how people communicate. Even within the same organization, various departments, teams, and groups may approach communication differently. Adapting to these nuances can greatly enhance the effectiveness of your message.

Key Frameworks for Understanding and Communicating with Your Audience

A. Motivation Science (Columbia University Framework)

This framework, developed at Columbia University, identifies two primary motivational orientations in people: Promoters and Preventers. Individuals often operate on a spectrum between these two styles:

1. Promoters:

   • Goal-oriented, risk-takers who are motivated by achievements and positive feedback.
   • They prioritize action, aiming for results over caution.
   • Typically found in sales and business development roles, where taking initiative and winning are valued.

2. Preventers:

   • Cautious individuals who focus on avoiding losses, analyzing consequences, and minimizing risks.
   • They value thoroughness and are more demotivated by negative feedback than motivated by positive.
   • Often found in finance or operations, where careful decision-making is prioritized.

Adapting Communication for Promoters and Preventers

• For Promoters: Emphasize results, benefits, and how the plan leads to success. Highlight the impact and potential achievements to align with their “play to win” mindset.

• For Preventers: Focus on rational explanations, contingencies, and risk minimization. Detail the logic behind decisions and the safeguards in place to address potential issues.

A versatile approach, such as a “Accordion Presentation,” allows you to expand or contract sections of your presentation based on the audience’s orientation. For instance:

• With Promoters (e.g., Sales teams), spend more time on results and execution.
• With Preventers (e.g., Finance teams), focus on the rationale, risk management, and planning details.

B. Decision-Making Context: One-Way vs. Two-Way Doors

Jeff Bezos introduced the concept of one-way and two-way doors to distinguish between decisions that are reversible (two-way) and those that aren’t (one-way). This approach encourages faster decision-making for two-way doors, where actions can be taken and adjusted if needed.

• One-Way Doors: High-stakes, irreversible decisions requiring thorough analysis and consensus.
• Two-Way Doors: Low-stakes, reversible choices that can be made quickly and adjusted as needed.

Applying this mindset can help teams avoid overanalyzing when speed is beneficial, reserving cautious decision-making for only the most critical choices.

C. DISC Framework

The DISC framework helps classify communication styles based on two primary factors: task versus people orientation and extroversion versus introversion. This creates four main communication styles:

1. Dominance (task-oriented, extroverted): Risk-driven, assertive individuals focused on results.
2. Influence (people-oriented, extroverted): Social and persuasive, aiming to inspire others.
3. Conscientiousness (task-oriented, introverted): Detail-oriented and methodical, prioritizing accuracy.
4. Steadiness (people-oriented, introverted): Collaborative and supportive, focused on stability.

Tailoring Communication Using DISC

• Task-Oriented Audiences: Use analytical methods and structured frameworks (e.g., ICE prioritization or MECE matrix) to appeal to logic and order. Emphasize data and structured decision-making.
• People-Oriented Audiences: Opt for collaborative methods and involve them in co-creation exercises. Emphasize shared goals, engagement, and consensus-building.

Using a combination of both methods—analytical for structured tasks and collaborative for people-centered approaches—often produces the best results.

D. General Tips for Effective Communication

1. Assess the Audience’s Knowledge: Adjust the complexity of your language and details based on the audience’s familiarity with the topic. Technical teams might appreciate specifics, while others may need simpler explanations.

2. Provide Context: Assume that not everyone has the same historical knowledge of the project. Give a brief retrospective on key events or decisions to help the audience understand the “why” behind the current strategy. Context helps bridge gaps in understanding and makes the strategy more relatable.

By knowing your audience and applying these frameworks, you can ensure that your product strategy communication is both clear and impactful, fostering better understanding and alignment across the organization.