Why PMs should stop chasing the “right” planning window

As the year moves past summer into Q3, product managers (PMs) begin strategizing for the upcoming year, with the timing of planning varying significantly between large enterprises and startups. Large companies like Zalando start early, often in Q2, to align multiple departments and ensure predictability and team confidence, though this can lead to rigidity if market conditions change. Startups, in contrast, plan later to remain adaptable and responsive to market signals, though this can result in a reactive mindset and team uncertainty. The author, drawing from personal experience in both settings, advocates for a hybrid planning approach that begins drafting in Q2/Q3, aligns in Q4, and maintains a rolling roadmap updated quarterly. This method seeks to combine the long-term alignment of large companies with the flexibility of startups. The emphasis is on creating a dynamic process that accommodates the specific needs and pace of the company and market, ensuring a balance between strategic clarity and adaptability.