Product Development vs. Business Development
You’ll notice your company is in biz dev mode when you primarily hear people saying: we need to increase conversion rate by X% or we need to generate a total revenue / CLV. This is business thinking – not necessarily leading to a great product. Often then teams start to “translate” into product schemes or features.
I’d always suggest rather an alignment of both – business and product goals – on an equal level.
This can look like this:
This process can be started from both sides. Either bringing a given business goal in alignment with a regarding user need. Or starting with a user need and finding a way to also leverage on business goals whilst serving it.