1. What is a Product Roadmap

A product roadmap is a strategic document that outlines the direction and vision for a product over time. It serves as a communication tool for teams, helping to align everyone on the product's goals, priorities, and long-term objectives. But before diving into the specifics of a roadmap, it’s important to reflect on a fundamental question: Is a product roadmap really necessary? Should we use it in our day-to-day work, or does it actually make sense?

Opinions on Roadmaps: For and Against

There are differing opinions on the necessity of roadmaps. Some product leaders believe in the importance of this tool, while others challenge its relevance. Here are two contrasting views:

• David Cancel, CEO of Drift, is critical of roadmaps. He argues, "There are two possibilities: either I disappoint you by talking about the best solution for six months from now, which may no longer be the best, or if I change the trajectory, I’ll have lied to you." His point is that roadmaps can become obsolete or misleading as conditions evolve.

• On the other hand, Jeffrey Bussgang, author and venture capitalist, insists that product roadmaps are essential. He states, "You cannot build a great company without a great strategy, and the roadmap is a way to articulate and communicate that strategy." Bussgang views roadmaps as a crucial tool for expressing and aligning company strategy.

While opinions on roadmaps vary, it’s clear that they can be powerful when used correctly. The challenge is ensuring the roadmap is flexible enough to adapt to changing circumstances, without losing sight of its strategic role.

The Purpose of a Product Roadmap

A roadmap is not just a list of features. It is a tangible expression of the company’s macro strategy, outlining where the business wants to go and how the product fits into that vision. In essence, the roadmap lies between the high-level product vision and the tactical steps, such as OKRs (Objectives and Key Results), to help teams execute the strategy.

A roadmap communicates intent—where the product is headed, both in the short term and long term. It offers direction not only to product teams but also to other squads, stakeholders, and departments across the company. By aligning everyone, a roadmap helps avoid scattered efforts and ensures all work contributes to the company’s broader vision.

What a Roadmap Is:

• A Communication Tool: It translates the product strategy into a clear, actionable plan for all teams involved.
• A Strategic Alignment Tool: It provides visibility across the organization, ensuring everyone knows the product's direction.
• A Declaration of Intent: It aligns short-term and long-term goals with the company’s product vision.

What a Roadmap Is Not:

• A Static Document: A roadmap is not a rigid blueprint. It must be adaptable to changes in the market, user feedback, or new business insights.
• A Feature List: Roadmaps should not be reduced to a simple list of features. Instead, they should focus on the broader impact and outcomes the product aims to achieve.

Formats for Product Roadmaps

There are several ways to create a roadmap, and it can be as simple or as sophisticated as needed:

• Kanban Boards (like Trello)
• Spreadsheets
• Slides
• Collaborative Tools (like Miro)

Each format serves the same purpose: communicating the product’s strategic path. The choice of format depends on the team’s preferences and the tools they find most practical. For example, slides are often used because they can be easily presented and updated. Tools like Miro provide a more interactive, collaborative approach with built-in templates.

The Jeff Bezos Principle: Focus on Things That Don’t Change

Amazon founder Jeff Bezos famously advised to "focus on things that don’t change." This principle applies to product roadmaps, which should aim to address long-term, consistent problems. The idea is to design solutions that solve enduring challenges rather than constantly reacting to transient issues.

While the vision of the product should remain consistent over time, the specifics of the roadmap may evolve as new insights, competitors, or user feedback emerge. The roadmap helps manage these dynamics without losing sight of the broader vision.

Managing Change in Roadmaps

Although a product’s vision typically doesn’t change frequently, the path to achieving it may require adjustments. As companies grow, learn from their users, and respond to market shifts, the roadmap should reflect these changes. Roadmaps are dynamic and should accommodate strategic shifts when necessary.

However, a roadmap should not be a chaotic list of demands or changes. It must remain focused and strategic. A well-managed roadmap avoids turning into a simple feature list and instead maintains its role as a strategic communication tool.

The Importance of Roadmaps

Building and managing a product becomes increasingly challenging as competing demands and shifting priorities emerge. Roadmaps help mitigate this complexity by providing clear, shared goals. By maintaining focus and ensuring everyone is aligned, roadmaps play a crucial role in product development.

Types of Roadmaps:

1. Linear or Static Roadmaps: These roadmaps present a fixed plan, assuming the team will follow a straightforward path without deviations. These are often criticized for being unrealistic, as conditions rarely remain the same over time.

2. Flexible Roadmaps: These roadmaps recognize that while the team knows where they are today and have a solid vision for the future, they may encounter decision points along the way that require flexibility.

3. Strategic Roadmaps: These roadmaps acknowledge the uncertainty of the future but anticipate key decision points and provide clarity on current priorities. This approach reflects a higher level of maturity in the organization and recognizes that strategy is dynamic.

Conclusion

A product roadmap is more than just a document—it’s a powerful tool for aligning the team’s efforts, guiding product development, and communicating the company’s long-term vision. Whether you favor a static or dynamic approach, the key is to ensure that the roadmap remains a strategic document that evolves alongside the company and its product. By focusing on long-term goals, and maintaining flexibility, product roadmaps serve as critical guides to navigating the complexities of modern product management.