STRATEGY
Mad Libs Strategy
Why fill-in-the-blank planning leads to failure
A plan built on blanks and cliché,
With buzzwords to fill in the way,
But goals that aren’t clear,
Bring failure too near,
And the product just wanders astray.
Remember Mad Libs, the fill-in-the-blank word game? Fun as it is for laughs, it's not a great way to develop a product strategy. A "Mad Libs Strategy" — when companies throw together a strategic plan using empty buzzwords and surface-level goals without genuine insight — can wreak havoc on a product team.
Symptoms
Vague and Overused Language. The strategy is filled with buzzwords like "synergy," "disruption," and "innovation" but lacks clear, actionable definitions. Teams don’t actually know what these terms mean in the context of the product.
Lack of Clear Priorities. Without a well-thought-out strategy, everything seems important. Teams end up working on a laundry list of disconnected tasks, none of which feel critical or well-connected to a bigger goal.
Disconnected from Customer Needs. The strategy doesn't reflect a deep understanding of the market or customer pain points. Instead, it’s based on assumptions or trendy ideas that don’t address real needs.
Frequent Strategy Rewrites. Teams constantly revise the strategy because it’s not built on solid foundations. Every new piece of data, market shift, or leadership change sends the strategy in a new direction.
Goals Without a Roadmap. There are lofty, generic goals (e.g., "become a market leader" or "drive growth") without a practical plan for how to achieve them. Teams are left without clarity on the steps to take or how success will be measured.
Consequences
Confusion and Lack of Focus. Teams struggle to prioritize work because the strategic goals are unclear or too broad. This leads to inefficiencies, misallocation of resources, and projects that don't align with any clear objective.
Poor Product-Market Fit. Products built on shallow strategies often fail to resonate with the target audience. They may look good on paper but miss the mark in terms of solving real problems or offering unique value.
Wasted Time and Resources. Teams invest significant effort in pursuing goals that don’t move the needle or add value. This leads to frustration and a sense of working hard without real progress.
Inconsistent Leadership and Decision-Making. Leadership has no real compass to guide decisions, resulting in frequent pivots, changes in direction, and inconsistency in decision-making. Teams lose confidence in leadership's ability to steer the ship.
Erosion of Trust and Morale. When strategy is based on buzzwords and empty promises, teams eventually realize it. This leads to skepticism, a lack of buy-in, and declining morale as employees feel disconnected from the broader mission.
Recommendations
Start with the “Why.” Define your strategy by first understanding the core problem your company is solving, the unique value it provides, and why it matters to customers. This foundation will help guide every decision and ensure the strategy is built on real insights, not clichés.
Involve Cross-Functional Teams Early. Don’t fill in strategy templates in a vacuum. Involve key teams — product, sales, marketing, and support — to ensure that the strategy is grounded in a shared understanding of market needs, customer pain points, and company capabilities.
Be Specific and Action-Oriented. Replace vague statements with specific, measurable goals. Instead of “We want to be an industry leader,” try “We will increase our market share in the SMB space by 20% within the next 12 months by focusing on X, Y, and Z initiatives.”
Regularly Validate and Refine. Treat your strategy as a living document. Regularly check progress against your goals, validate assumptions with data and market feedback, and refine the strategy to stay on course.
A “Mad Libs Strategy” is easy to create but hard to execute effectively. It can give the illusion of a plan while leading teams down a path of inefficiency, wasted effort, and failure to deliver meaningful results. It’s the classic case of style over substance—at the expense of long-term success. By going beyond the fill-in-the-blank templates and building a strategy based on deep understanding, clear goals, and actionable steps, your company can create a roadmap that truly guides the product and delivers value to customers.
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