Talking Roadmaps What’s the problem with product-mode? | Thomas Hartmann
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Dec 19, 2025 In this engaging discussion, Thomas Hartmann, Co-founder of Product Masterclass, unveils his insights on transitioning B2B software companies from project to product mode. He highlights seven recurring challenges that inspired his framework, contrasts project versus product roadmaps, and emphasizes the importance of shifting focus from individual customer requests to broader market opportunities. Thomas also shares practical hacks for mindset change and the necessity of leadership alignment to achieve scalability and profitability.
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Product Mode Is A Strategic Choice
- Companies choose product mode for scalability and profitability rather than because it's objectively better.
- Project and product modes are strategic choices with different trade-offs.
Book Emerged From Client Work
- Thomas built the book from real client work, interviews and a workshop that revealed seven recurring differences.
- The book's framework came directly from repeated patterns observed in multiple companies.
Roadmaps Reveal Organizational Mindset
- Roadmaps reflect organizational mindset: customer-driven requests signal project mode, market-driven plans signal product mode.
- The direction of feature communication reveals whether a company is project- or product-oriented.