Thriving in a Product World: A Conversation with Sam Grayston
What does it really mean for Business Analysts to thrive in a product-led organisation? In a world shifting away from fixed project plans and toward adaptive, outcome-driven delivery, BAs are no longer just requirement gatherers; they’re problem framers, sense-makers, and strategic enablers.
Ahead of his session at the Business Analysis Conference Europe 2025, we spoke with Sam Grayston, Leadership & Transformation Coach at PA Consulting, to explore what it takes for BAs to not just survive but excel in today’s fast-paced, customer-focused, product-driven environments.
From evolving mindsets to amplifying underused BA skills, Sam shares practical insights, real-world lessons, and thoughtful advice for anyone looking to navigate ambiguity with confidence and curiosity.
1. You’ve titled your session “Thriving in a Product World” — what does thriving look like for a BA in today’s product-led organisations?
Thriving, to me, means not just surviving the shift to product thinking, but actually finding your groove in it. It’s about BAs stepping into a space where they’re not just gathering requirements but helping shape the direction of products. It’s being curious, collaborative, and comfortable with ambiguity. When BAs are trusted to explore, experiment, and influence outcomes — that’s when they’re thriving.
2. From Projects to Products — What are the biggest mindset shifts BAs need to make?
I think letting go of the idea that everything needs to be nailed down upfront is probably the biggest shift. In a product world, we’re not delivering a fixed scope — we’re learning as we go. It’s about moving from “What are the requirements?” to “What’s the problem we’re trying to solve, and how might we test our way there?” That means embracing uncertainty, being okay with evolving requirements, and focusing on outcomes over outputs.
3. Core BA Traits — Which skills are most underused or undervalued in product environments?
Facilitation and systems thinking are absolute gold — but often underplayed. In product teams, there’s a lot of noise, a lot of voices. BAs are brilliant at cutting through that, bringing people together, and helping teams make sense of complexity. Also, the ability to ask the right questions — not just “what do you want?” but “what’s the real need here?” — is a superpower that doesn’t always get the spotlight it deserves.
4. Overcoming Role Anxiety — What advice do you have for BAs navigating ambiguity in agile/product settings?
I suppose it’s worth recognising that you’re not alone. Lots of BAs feel this shift. I think it can help to reframe the fear. You’re not losing your role; you’re evolving it. You’re becoming a strategic enabler, a connector, a sense-maker. Focus on the value you bring: clarity, alignment, and insight. And remember, it’s okay not to have all the answers. Try things out, learn fast, and keep asking “what if…?”
5. Product Thinking in Practice — Can you share a real-world example where product thinking transformed a team’s ability to deliver customer value?
One of the most powerful examples for me was actually in the first product organisation I worked in. Our team supported contactless payments, and we discovered that our system had stopped working for the London Underground which, as you can imagine, caused annoyance for commuters. What made the difference was that we had direct access to affected customers. We could hear their frustration, understand the disruption to their day, and feel the urgency. That connection completely shifted our priorities. We paused all planned feature work and focused entirely on fixing the issue. It was a real moment of product thinking in action – where customer impact drove every decision. It reminded me that sometimes the most valuable thing you can deliver isn’t shiny or new, it’s just getting people where they need to be.
6. Outcome Over Output — How can BAs reframe their work to influence business decisions this way?
Start by asking different questions. Instead of “what do you need built?” ask “what outcome are we aiming for?” Then work backwards. Help teams define success in terms of behaviour change or customer impact, not just features delivered. Use tools like story mapping or impact mapping to connect the dots. And keep reminding everyone: outputs don’t inherently add value to your organisation, outcomes and behaviour are what matter.
7. Coaching Perspective — How do you help BAs and leaders adapt to fast-paced, product-led cultures?
When I coach BAs in product-led environments, I always start by listening — really hearing where they are, what’s challenging them, and what they care about. Often, their concerns come from a place of deep value: wanting to add clarity, create impact, and support their teams. So rather than jumping to fixes, we explore how they can lean into those instincts — maybe by asking better questions, facilitating alignment, or helping teams pause and reflect. It’s about small, intentional behaviour shifts that feel authentic and have a big ripple effect.
8. Your Hope for Attendees — What’s the one key mindset or skill you hope people will walk away with after your session?
If there’s one thing, it’s this: you don’t need to have all the answers — you just need to be curious enough to find them. Whether it’s through experiments, conversations, or collaboration, the BA’s role is to help teams learn their way to better outcomes. So lean into ambiguity, ask great questions, and trust that your skills are more relevant than ever.
Join Sam at the Business Analysis Conference Europe 2025
Sam’s message is clear: the shift to product thinking isn’t something to fear, it’s something to embrace. It’s a call for BAs to lean into curiosity, tap into their core strengths, and focus on what really matters: delivering value.
As he puts it, “You don’t need to have all the answers — you just need to be curious enough to find them.”
Join Sam at BA2025 and discover how to reframe your role, elevate your impact, and thrive in a product world.
🗓 Tuesday, 16 September 2025 | ⏰ 2:55 PM – 3:40 PM BST
📍Convene 133 Houndsditch, 133 Houndsditch, London EC3A 7DB
🎤 Thriving in a Product World: A Guide for Business Analysts
