Product architectures evolve over time. For you the owner of a company, or the manager of a product category, there is no easier way to structure your story then the structure along which you see the world: the product architecture. Customer issues, competitors, customer segments, it all fits brilliantly together.

That is, it makes sense to you, not necessarily to your audience. Product structures tie your hands and force you to follow a certain story line. Not all products are interesting, not all products are relevant. 

Maybe it is time to take a step back from how you organise your internal reports and take a fresh look at how to tell the story of your company.

Art: Paul Signac, Railway Station near Bois Colombes, 1885