Satisfying a range of different users or markets can often be achieved by developing a corresponding range of products in the form of platforms and portfolios. One product may not fit all, but many products can.

Companies need to manage their portfolios to ensure that the range of products and associated feature sets offered matches the spread of capabilities amongst their chosen target population.

For any particular product or feature set, the principles of inclusive design can help to extend the potential market by ensuring that features are intuitive, easy to learn and satisfying to use, without compromising the desirability for the original market. Tools that can be used to manage the overall product strategy include

• Portfolio management
• Product and technology platforms
• Style guides

For more detail on each of these, see the Product strategy section within Knowledge and tools