Blueprints are an essential part of the Category design and execution process. Here’s a break down what they actually are, and I’ll share some tips on how to create one for your business.
When you’re amid building and scaling your business, clarity is key to success. You need a clear understanding of your direction, your purpose, and the steps required to get there. Your Category Point of View (PoV) outlines the “what” — what you’re aiming for, the Category Fro-Tos explain the “why” — why change is necessary, and your Category Blueprint describes the “how” — the strategy that will get you from start to success.
But what exactly is a Category Blueprint, and how does it differ from something as familiar as a Product Roadmap? Let’s explore.
The Blueprint: The Big Picture Strategy
Think of the Blueprint as the master plan for your Category journey. It’s where the rubber truly hits the road. It outlines the strategy from your initial “burn the boats” moment – the instant you decide to commit to dominating a new category – all the way through your steps to success.
The Blueprint is your not-business-as-usual plan for building, innovating, and scaling your business in a way that will eventually position you as a Category leader. This isn’t just about product development or marketing; it’s a strategic framework for the whole company to rally around, with accountability distributed across all areas of the business.
What Makes a Blueprint Different from a Product Roadmap?
A Product Roadmap is often just one piece of the Blueprint puzzle. While it focuses on the trajectory of product development, the Blueprint covers much more than that. It reflects a company-wide strategy aimed at Category dominance — one that stretches over a 3-6 year timeframe, with concrete actions to grow and serve your ecosystem.
A Blueprint typically includes:
- Organic Growth – How will you grow from within?
- Investment Needs – What resources are necessary to fuel this journey?
- Acquisition Targets – Which companies will help you reach your goals?
- Partnership Structure – Who will you collaborate with to achieve success?
- Product Innovation – How will your products evolve and stay relevant?
- Marketing Initiatives – What campaigns will help you tell your story and drive change?
- Sales Plans and Comps – What sales targets and compensation structures will support your strategy?
- HR Imperatives – What talent and leadership is required to execute the plan?
Unlike a Product Roadmap, which typically focuses on product features and milestones, the Blueprint incorporates these strategic pillars to ensure that every area of your business is aligned with Category growth. It’s your North Star, guiding the business to long-term success.
Who Should Own the Blueprint?
The CEO should oversee the Blueprint, but it’s not a solitary effort. Each CXO (Chief Executive Officer, Chief Marketing Officer, Chief Financial Officer, etc.) plays a key role in executing the strategy for their respective areas. They should have clear responsibility for ensuring that their part of the Blueprint is carried out — from securing investments to creating marketing initiatives and hiring the right team.
The Bottom Line
The Blueprint is your Category-defining strategy that will shape your business over the next few years. It’s the document that brings together every element of your organization – from organic growth to product innovation, partnerships, and talent development – to ensure that your category vision becomes a reality.
In comparison, the Product Roadmap is just one component of the larger Category Blueprint. While the Product Roadmap focuses on specific product milestones and releases, the Blueprint encapsulates the broader strategy needed to dominate the Category in the long run.
What did we learn?
A Blueprint isn’t just a plan for your product; it’s the roadmap for your entire company as you work to design and dominate your Category. It’s a multi-year strategy that aligns all parts of the organization, with CXOs and their teams clear on their roles in achieving success. Your Product Roadmap? It’s just one important part of this larger, strategic vision.
Ready to create your own Blueprint? Start by aligning your company’s vision and goals, then build out the key initiatives across each department to ensure a coordinated effort when it’s time to step beyond business-as-usual and chart a path to Category dominance.