Product Leadership

A strategic approach focused on producing a continuous stream of state-of-the-art products or services. Organizations pursuing product leadership strive to offer the most innovative and appealing products in their market, relying on creativity, rapid commercialization capabilities, and speed-oriented processes. This strategy, described by Treacy and Wiersema, requires substantial investment in research and development, willingness to cannibalize existing products, and tolerance for product development risks. In RBPM, organizations pursuing product leadership must define appropriate risk appetite levels for innovation activities.