How do you influence product roadmap when big picture product vision hasn't been established and there are continuous changes?

This sounds like there may be some alignment with the C Suite on what is their big picture product vision. It is hard to motivate teams and lead others when leaders don’t have a vision. It would be easier to inspire and get people to join your company’s journey when the leaders can clearly communicate the product vision

Influencing the product roadmap when the vision is still evolving and there are lots of changes can be tough, but it's not impossible. Here are some tips:

1. Customer centricity: Identify your customers' needs and use that info to suggest features that will make their lives easier and fit with your brand's overall image.

2. Data is king: Specially in a dynamic environment, show the product team how your ideas will benefit the business. For instance, you could track different business metrics and show how different campaigns and initiatives have affected things like product adoption and revenue.

3. Build relationships with the product team. Get to know the product managers and engineers. Understand what they're working on and what their priorities are.

4. Be flexible. Things change quickly in the product world, so be ready to adjust your recommendations as needed.

5. Explain how your ideas fit into the big picture. Show the product team how your proposed changes align with the brand's overall marketing strategy and will help the product succeed in the long run.

Influencing the product roadmap is an ongoing process . Make an effort to stay informed, build relationships, and communicate effectively, you can play a key role in shaping the product's direction, even when things are uncertain.

Don't bother. Run the other way. Pardon my language but there's no influencing in this situation, it's just a pissing contest.

Why work somewhere that's optimizing for activity vs. outcomes? A big picture vision (can be at the corporate or company level, not product) is absolutely necessary to steer direction. If it hasn't been established, then step 1 is crystal clear. Do step 1 before anything else.