Product Strategy and Innovation

Why Attend

An innovation product strategy is a plan to grow market share or profits through product and service innovation. When looking at innovation strategy, it is important to realize that an effective strategy must correctly inform which job executor, job, and segment to target to achieve the most growth, and which unmet needs to fulfill to help customers get the job done better. Also, when it comes to creating the solution, an innovation strategy must indicate whether a product improvement or a disruptive or breakthrough innovation approach is best. This course provides participants with a full understanding of product strategies and design thinking approaches to help them come up with products that fit customer requirements and aspirations. Business models will be also examined to make things happen along with customer experience (CX) to validate product innovation initiatives and optimize customer expectations.

Overview

Course Outline

Schedule & Fees

Course Methodology

The course employs a wide array of templates, group exercises, workshops, and relevant videos to help participants acquire and apply the right competencies necessary to design and implement a full product strategy using design thinking.

Course Objectives

By the end of the course, participants will be able to:

Examine all aspects of Product Strategy, and the factors influencing all the stages involved in a successful product strategy to optimize results.
Explore the importance of Design Thinking and its role to create innovative products based on customers’ needs and requirements.
Identify different business models relevant to product innovation to ensure successful launches and expected Return on Investment (ROI).
Explain the New Product Development process (NPD) and how it is applied to have a consistent framework for launching new products and ensuring effective commercialization.
Prepare customer personas and customer journey maps to measure satisfaction and feelings at the pre- and post-purchase stages of acquiring products.

Target Audience

The course will be of value to a wide range of marketing, PR, product owners, communications, sales, and operations professionals. It also benefits professionals keen to understand the importance and role of product strategies and innovation and how these can be designed and implemented to ensure revenue growth.

Target Competencies

Jobs-to-be-done techniques
Product discovery
Product opportunities identification
Business models
Journey mapping
Creating customer and employee personas
Design thinking process

The “Product” concept

Product versus Brand Definitions
The Product and the Marketing Mix
Product factors influencing competitiveness
The Product Management role
The Product Marketing role

Product Strategy: best practices

Product strategy: Definition
The key components of a product strategy
Product vision/mission
A framework for Product Strategy

Vision, Values, Methods, Obstacles, Measures (V2MOM)

Analyzing Product Opportunities
Analyzing Jobs-to-be-done (JTBD)
Evaluating and articulating Product Opportunities
Crafting Customer Personas
Product Discovery analysis
The Discovery hypothesis
Writing User Stories
Full product strategy execution:

Preparing the Market Requirements Document (MRD)
Preparing the Product Requirements Document (PRD)

Design Thinking and Product Innovation

Design Thinking (DT): Definition
Objectives of Design Thinking
Benefits of Design Thinking
Difference between NPD and Design Thinking
The Design Thinking process

Understand
Observe
Point of view
Ideate
Prototype
Test

Design Thinking and Product innovation execution blueprint

The Business Model Canvas and Product Innovation

Business Model: Definition
Business Models as disruptive innovation
Business Model types
Challenges in Business Model transition
The Business Model Canvas: Definition
Elements of the Business Model Canvas
The Waterfall process
Agile development

Customer Experience (CX) and Product Design

Customer Experience: Definition
Facts about Customer Experience
The importance of Customer Experience
Reasons why Customer Experience is vital
Crafting Customer Persona
Creating a Customer Journey Map

$2100

Accra

Country: Ghana

Duration: One week

Date: 20–24 Oct 2025

$1995

Arusha

Product Strategy and Innovation

Overview

Course Outline

Schedule & Fees

Course Methodology

Course Objectives

Target Audience

Target Competencies

The “Product” concept

Product Strategy: best practices

Design Thinking and Product Innovation

The Business Model Canvas and Product Innovation

Customer Experience (CX) and Product Design

$2100

Country: Ghana

Duration: One week

Date: 20–24 Oct 2025

$1995

Country: Tanzania

Duration: One week

Date: 18–22 May 2026