• Near-term, Mid-term, Long-term: Where’s a Product Manager Supposed to Focus?

    1 January 2012
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    Revenue from every product will decline some day – encroached by competitors, eclipsed by newer technologies, and disrupted by changes in the market environment. The Three Horizons Framework – initially espoused in The Alchemy of Growth by Baghi, Coley and White provides a simple way of thinking about balancing a company’s attention to, and investment in, the near, mid- and long term cycles of a business.  Since its publication a decade ago, their framework has become a popular tool for strategy development at the corporate level.

    However, we’re finding that product managers are also applying it to product line management, helping them sustain growth by balancing the pressing needs of current products against the need to make the most of emerging product opportunities and maximize their potential for future growth.
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