Product counsel is often seen as the rule enforcer, the one who steps in to say what can’t be done. But the most effective product lawyers know that their real impact comes not from policing the game, but from helping their team win. The best product counsel thinks like a coach—guiding the team, anticipating challenges, and enabling smart risks that drive innovation.
Visualize the Goal
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? How can legal support that vision rather than slow it down? By aligning early on objectives, product counsel can ensure that legal considerations are baked into the process from the start rather than becoming last-minute roadblocks.
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 legal 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.
Play Offense, Not Defense
Great 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.
Know the Players
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.