In the last couple of years, an increasing number of technology companies have discovered, or rediscovered, or redefined their own portfolio. Here are a few examples of where you can see this new appreciation of portfolios:
Using the portfolio to define alignment. Recently, I wrote a profile of Sterling Commerce's efforts to deal with the inevitable misalignments that occur in any company with lots of products, particularly after making acquisitions. Their decision to use the portfolio as the instrument of realignment is by no means unique, but it wasn't as common several years ago as it is now. (And it's still not as common as it should be.) Vendors like Sterling have to take two steps for realignment to succeed: (1) define the portfolio clearly, in a way that suggests measures of misalignment; (2) enforce this standard on people who would otherwise continue moving in the same direction unless acted upon by an outside force. Not everyone has succeeded at both, or even understood that both were necessary.
But Empowered isn’t only about employees. It also lays out a strategy for engaging your most influential customers. Consumer product strategy professionals should wield Empowered concepts for exactly that reason – to energize your best customers. In the mobile space, product strategists are looking for ideas to help them develop innovative, leading-edge applications for Smartphone users on platforms like the iPhone or Android. So we’ve just released a report to help product strategists do just that, called “Designing A Mobile Empowered Product Strategy.” It applies ideas from Empowered to product strategy, and includes numerous case studies of mobile applications that exemplify Empowered approaches.