A product moves through six product management stages. At each one there is work to do, and tools to help you do it well. Find the stage you are in, find the job you are doing, and open the tool you need. The Centre of Excellence maintains the Playbook and partners with you on the work.
The six stages every product moves through, and the shared language used across the Group.
01 Discover & Define
Understand the problem, define and validate the opportunity, name an owner.
13 tools
02 Design & Build
Design and build against a validated need; test assumptions; plan the route to market.
20 tools
03 Launch & Learn
Take it to market, run hypercare, act on early learnings.
10 tools
04 Manage & Monitor
Run it well; monitor customer and commercial performance; keep the roadmap current.
7 tools
05 Optimise & Evolve
Health-check, improve, evolve back into Discover, or decide to retire.
5 tools
06 Retire
Exit well, protect customers and dependencies, capture learnings.
2 tools
↩ Stage 5 can re-enter Stage 1 with new evidence (evolve), or move to Stage 6 (retire).
★ CoE — across every stageThe CoE engages on each lifecycle moment, not at gates: portfolio view, continuous improvement, and connecting BUs and people. 12 cross-stage tools support this.