AMA: Anima Chief Product Officer, Orit Golowinski on Product Roadmap & Prioritization

One of the key skills a product manager must master is storytelling—the ability to communicate the roadmap in a way that resonates with different audiences. While the core story remains the same, the narrative must be tailored based on who you’re speaking to. There are fundamental elements that should be conveyed to all teams: • The “Why” behind the roadmap—the problem it solves and the reasoning behind prioritization. • The target persona—who the product is for and their pain points. • Business ...Read More

Executives should have influence over the roadmap, but ownership remains with the product manager. A PM is responsible for making strategic decisions that align with the North Star and business value. Transparency is key—an internal roadmap ensures that stakeholders feel heard, understand where their input fits in (or doesn’t), and see the reasoning behind prioritization. Clarity on the “why” and the impact on business goals strengthens a PM’s position when balancing different perspectives. The ...Read More

A roadmap should provide structure without rigidity—a foundation for change rather than a fixed plan. The tech world is dynamic, and no 12-month roadmap will remain untouched. Striking the Right Balance: 1. Start with the Problem & Persona – A roadmap should be anchored in a deep understanding of who you’re solving for and what pain point you’re addressing. 2. Plan for Learning – Build a quick MVP, collect feedback, and continuously adjust the roadmap based on insights. 3. Keep a North Star ...Read More

Everyone can contribute to the roadmap—sales, marketing, developers, leadership, the board, customers, executives, and even random people on the street with great ideas. It’s crucial to stay open to feedback and solicit input from diverse perspectives. However, there’s a big difference between influence and control. Product managers own the roadmap—they are responsible for the success of the product and its strategic direction. While many voices influence decisions, the final call rests with the ...Read More

A public roadmap makes sense for open-source projects (like GitLab), developer tools, or products with an active, engaged community that values transparency. It should also align with the company’s values and commitment to openness. However, even in companies that share a public roadmap, some areas should remain internal, such as: • Security-related features or anything involving sensitive data that could be exploited. • Strategic, competitive differentiators—cutting-edge features that provide a ...Read More

The first step in helping stakeholders focus on their needs is alignment on what you’re building. The “why” is critical—everyone should have a clear understanding of the problem being solved and who the target persona is. This clarity helps prevent distractions; if discussions start to drift, you can always refocus by asking: Does this solve the core problem for our defined persona? Key Steps to Prioritization: 1. Align on Business Value – Do stakeholder needs align with the overall business obj ...Read More