Whitepaper: Product has become Strategy

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Product is no longer a function - it has become strategy!

Product is no longer a delivery function—it has become the defining force behind competitive advantage. This whitepaper explores how strong product management capabilities, not just better delivery processes, are now critical to business growth and resilience. It examines why many Agile transformations fell into the trap of internal focus.

How product-led organizations are setting the pace, and what challenges like Scrum fatigue, feature factories, and AI disruption mean for today’s leaders. With a clear model for organizational maturity and 12 essential building blocks for success, this paper offers a practical roadmap for companies ready to make product the engine of their strategy.

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Product Management Core Capabilities (PMCC)

Product Management Core Capabilities (PMCC)

Product Management Training

30 Jun, 01 Sep, 30 Sep,

Product Strategy Training

Product Strategy Training

Product Management Training

22 Sep,

Incompany training?

Neem contact op voor een incompany training!

Go-to-Market Strategy training

Go-to-Market Strategy training

Product Management Training

16 Oct, 03 Dec,

Product Discovery Training

Product Discovery Training

Product Management Training

26 Aug, 29 Oct,

Incompany training?

Neem contact op voor een incompany training!

3 dimenions of a Produt management Organisation - Product has become strategy paper

Brief summary of this paper

The Shift: Product as a Strategic Lever

Today, product management isn’t just part of the business—it defines it. This whitepaper shows why strong product capabilities are now the foundation for growth, innovation, and resilience. Companies that still treat product as a delivery function are falling behind fast.

The Challenges Ahead

Many organizations fell into process-heavy, internal operations after their Agile transformations. Meanwhile, a new generation of product-led businesses shifted outward, building strategy around real customer value. This paper highlights the ongoing struggles: Scrum fatigue, feature factories, a lack of strategic product leadership, and the disruptive potential of AI.

A New Strategy Model for Product Maturity

We introduce a maturity model that helps organizations understand where they are—and where they need to go. Built around Craftsmanship, Impact, and Culture, it outlines the essential shifts needed to align product management with business outcomes. The paper also details 12 key building blocks for creating a thriving, product-driven organization.

Why Product Strategy Now?

In a world of limited resources and fast-moving competition, great product management is no longer optional. This whitepaper offers the insights, frameworks, and practical steps needed to raise your product capabilities—and make product the engine of your future success.

About the Author

Stephan van Rooden

Stephan van Rooden

Product Management, Leadership & Entrepreneurial abilities

Stephan van Rooden – Senior Product Management Consultant | Professional Scrum Trainer | Managing Director of Expandior Product Academy With over 15 years of experience in product management, Stephan van Rooden is a recognized authority on product strategy, stakeholder communication,...

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Profielfoto Stephan

Stephan van Rooden

Product Management, Leadership & Entrepreneurial abilities

Stephan van Rooden – Senior Product Management Consultant | Professional Scrum Trainer | Managing Director of Expandior Product Academy

With over 15 years of experience in product management, Stephan van Rooden is a recognized authority on product strategy, stakeholder communication, and leadership. He has trained and mentored thousands of professionals, helping them unlock their full potential as product managers and product owners. Guided by Expandior’s mission to “raise your level of product management,” Stephan is dedicated to equipping organizations with the tools and skills to drive product success.

Stephan specializes in bridging the gap between strategy and execution. With a focus on product discovery, effective communication, and decision-making, he provides actionable insights that help organizations forecast effectively and manage expectations at all levels. A certified Professional Scrum Trainer since 2014, Stephan has taught Scrum to over 4,000 people, blending practical techniques with real-world examples that resonate with both new and experienced professionals.

Through his blogs, workshops, and courses, Stephan shares candid insights from his professional journey, offering learners a thoughtful and authentic perspective on the life of a product leader. From navigating complex stakeholder landscapes to refining product strategies, his content reflects a deep commitment to continuous learning and helping others excel in the field.

Stephan is not only passionate about product management but also about beekeeping—an interest he frequently ties into his teachings, drawing parallels between nurturing a colony and fostering thriving product teams. His down-to-earth style, combined with his strategic mindset, makes him a sought-after consultant and mentor.