I mean, presumably the author is talking about planning around how an established company is planning on improving or innovating on their existing product. I do

I mean, presumably the author is talking about planning around how an established company is planning on improving or innovating on their existing product. I don't think the advice is useless to someone who doesn't have much experience with this kind of thing; believe it or not, organizing a large group of people is a complex and difficult thing. "It's about the product" isn't really advice that can be integrated into an organization of any significant size.