3. Create Munro cards

Brainstorm ways and means to achieve the outcome by identifying the journey elements. Don’t look at it linearly – just identify the elements that need to be in place.

Identify the journey elements

  • Once you have identified your destination and your rationale you can then brainstorm ways and means to achieve the outcome

  • Don’t look at it linearly – just identify the elements that need to be in place

  • Start with Nouns - List the names of all the things that need to be touched / influenced / changed by the journey

  • Verbs are the key - Bloom’s Taxonomy Action Verbs

Create your Munro Cards!

  • Initiative Name -> Verb + Noun

  • What products / platforms / channels are involved?

  • What team might work on it?

  • Known constraints?

  • Known personas involved?

  • Known deadlines?


What tactics will you employ to achieve this initiative.

Tactics can be seen as was to complete the challenge (see: https://melissaperri.com/blog/2016/07/14/what-is-good-product-strategy). The format presented by Melissa Perri is good:

In order to reach our vision, we need <measureable objective> by <time frame>.

Where time frame is initially long, example: In order to reach our vision, we need to decrease the feedback cycle of regression tests results where it is over 5 days to less then 20 min by X date. And then shorter when looking at the next target condition, the next initiative, example: In order to reach our next target condition, we need to reduce regression testing of critical business process X to 5 minutes and can be automatically triggered any time of day.


  • Ideas are constantly collected and prioritized. We never stop looking for new ideas.

  • Step-projects are defined at the beginning of the quarter. The team picks the goals and ideas it wishes to pursue this quarter, and defines step-projects accordingly. The quarterly step-project list (typically stored in a spreadsheet or database tool) is evaluated and reprioritized every 1–2 weeks, in sync with task iterations planing.

  • Short sub-quarter step-projects rather than long multi-quarter/multi-year projects.

  • No betting on just a few big ideas that take forever to implement — we test many ideas quickly and pursue the ones that work.

  • Iterations — we revisit every part of the plan regularly and systematically and stay agile at all levels.