"Strategy" should not be an amorphous, all-encompassing concept. Instead, we should think about it in distinct terms:

1. Company Mission - The world your company sees & the change it wants to bring to that world
2. Company Strategy - The logical plan you have to bring your company’s mission into being
3. Product Strategy - The logical plan for how the product will drive its part of the company strategy
4. Product Roadmap - The sequence of features that implement the Product Strategy
5. Product Goals - The quarterly & day-to-day outcomes of the Product Roadmap that measure progress against the Product Strategy

Many companies believe that teams should set goals first, then define the roadmap to meet those goals:

As a company, we know what we want to accomplish and we'll empower our teams to figure out how to do it.

This rarely works in practice. In the absence of any roadmap, teams...