Strategic Product Counsel often gets boxed in as the team’s legal gatekeeper—the one who shows up to say, “Sorry, you can’t do that.” But the most effective counsel doesn’t just manage risk. They help teams win. The best Strategic Product Counsel thinks more like a coach—guiding plays, spotting challenges early, and encouraging smart moves that lead to innovation.
Strategic Product Counsel: Visualize the Endgame
Every great coach starts with the endgame. Before diving into legal concerns, take a step back and ask: What is the team trying to achieve?
Strategic Product Counsel steps back to see the big picture. By aligning with the team’s goals early, legal guidance becomes part of the strategy rather than a last-minute blocker.
How Strategic Product Counsel Can Strategize Smart Risks
Instead of saying, “No, that’s risky,” shift the conversation to, “Yes, if we…” Every ambitious product idea carries some level of risk. The goal of strategic product counsel isn’t to eliminate risk entirely but to help the team navigate it intelligently. This means offering creative solutions, proposing workarounds, and framing legal guidance in a way that moves the project forward rather than shutting it down.
Proactive Legal Counsel: Playing Offense
Great strategic product counsel doesn’t just react to legal issues as they arise—they anticipate them. Being proactive means identifying potential blockers before they become problems, addressing regulatory challenges before they lead to delays, and structuring agreements in a way that prevents conflicts down the road. When legal is integrated early, it becomes a source of momentum rather than a bottleneck.
Knowing the Players: The Role of Strategic Product Counsel
A coach understands the strengths of each team member and builds trust with them. The same applies to product counsel. Taking the time to develop relationships with engineers, designers, and product managers allows legal to provide advice that is practical, relevant, and aligned with how the team actually works. When legal is seen as a partner rather than an outsider, teams are more likely to engage early and often.
Celebrate Wins
Legal teams often focus on problem prevention, but success should also be measured by the positive impact of legal guidance. When a well-crafted policy enables a smoother product launch, when a contract negotiation secures a key partnership, or when compliance efforts open up new markets, those are wins worth recognizing. Celebrating these moments reinforces the idea that legal is an essential part of the product team’s success.
Turning Challenges Into Wins
Product counsel isn’t about being the referee who enforces the rules—it’s about being the coach who helps the team score. By thinking strategically, embracing collaboration, and enabling innovation, legal can transform from a perceived obstacle into a true business enabler.
How do you approach your role as a legal coach for your product team? What’s one time you turned a legal challenge into a strategic advantage? Share your experiences—I’d love to hear how you help your team win.
