Strategy: Choose · Core
Decide whether to build, buy or partner
Build what makes you different, and buy or partner for the rest. Make the choice on purpose for each major capability, including AI.
About 3-8 daysEvergreenLast reviewed 5 November 2026
Who this applies to
- Skills it builds
- Strategy and visionCommercial and business senseTechnical and AI fluency
- PM types
- All
- Product types
- All
- Starting points
- All
- Ways of working
- All
- Experience
- All
- Size of organisation
- All
Steps, by experience
Beginner (under 1 year)
- List the capabilities your bets need.
- Mark which ones make you different from competitors.
- For the others, find out what you could buy or use from a partner.
- Compare total cost over several years, not just the first year.
- Write down the choice and the reason for each capability.
Intermediate (1 to 4 years)
- Include running, support and switching costs in the comparison.
- Check data, security and lock-in risks for bought or partner options.
- For AI, compare using an existing model, adapting one and building your own.
Experienced (5+ years)
- Set build, buy and partner principles across the portfolio.
- Review past choices as markets change: today's differentiator can become a commodity.
- Negotiate partnerships that keep your options open.
Who can do this
Owner: Product manager
Can be delegated to
- Architect or Tech Lead: Assess technical fit and integration effort
- Policy / Legal / Compliance: Review contracts, data and lock-in risks
Reviewed by: Architect
Tool examples
- Google Docs
- Compare options on cost, time, risk and fit in one table.
- Confluence
- Record each decision and its reason.
Definition of done
- Each major capability has a build, buy or partner decision
- Multi-year costs compared
- Risks recorded
Common pitfalls
- Building commodity functions
- Buying a package and then customising it heavily
- Comparing first-year cost only