Avoiding over-attribution and attribution fights

Corinna Stukan, Product Leader and Founder of Fintech marketplace Bizzy, lays out practical advice for connecting your product roadmap to business goals. She explains how a metrics one-pager aligns day-to-day product decisions with company goals, why understanding whether your business is in growth, acquisition or cost-control mode should shape every prioritisation call, and how to frame initiatives so stakeholders see commercial impact, not just better UX.

Chapters
4:00 — Why product people should care about business acumen
6:01 — Organisational causes of weak commercial context for PMs
8:10 — What business acumen means in practice
9:10 — Wake-up story: prioritisation shifted after asking the CEO about revenue drivers
11:05 — Misalignment: company goals vs team OKRs
12:13 — How to run the metrics one-pager and link product to business goals
14:37 — Strategy: where we are, where we’re going, how we’ll get there
15:03 — Encouraging ideas while setting business context
17:01 — Running collaborative bets before creating the roadmap
19:20 — Communicating value: turn “better onboarding” into business impact
22:08 — Avoiding over-attribution and internal attribution fights
23:05 — Example: marketing’s 12 touchpoints and joint contribution to acquisition
24:26 — Practising stakeholder storytelling; where LLMs help and don’t
29:17 — Presentation craft: fewer slides, start with numbers, end with actions
31:03 — Using LLMs for synthesis, not hu

Our Hosts
Lily Smith enjoys working as a consultant product manager with early-stage and growing startups and as a mentor to other product managers. She’s currently Chief Product Officer at BBC Maestro, and has spent 13 years in the tech industry working with startups in the SaaS and mobile space. She’s worked on a diverse range of products – leading the product teams through discovery, prototyping, testing and delivery. Lily also founded ProductTank Bristol and runs ProductCamp in Bristol and Bath.

Randy Silver is a Leadership & Product Coach and Consultant. He gets teams unstuck, helping you to supercharge your results. Randy's held interim CPO and Leadership roles at scale-ups and SMEs, advised start-ups, and been Head of Product at HSBC and Sainsbury’s. He participated in Silicon Valley Product Group’s Coaching the Coaches forum, and speaks frequently at conferences and events. You can join one of communities he runs for CPOs (CPO Circles), Product Managers (Product In the {A}ether) and Product Coaches. He’s the author of What Do We Do Now? A Product Manager’s Guide to Strategy in the Time of COVID-19. A recovering music journalist and editor, Randy also launched Amazon’s music stores in the US & UK.