diff --git a/handbook/product.md b/handbook/product.md
index e2baddcad7..c6b460271d 100644
--- a/handbook/product.md
+++ b/handbook/product.md
@@ -4,6 +4,81 @@
 
 🧱📡 Fleet core roadmap board: https://github.com/orgs/fleetdm/projects/8
 
+## Job to be done
+
+Every product should have a single job that it strives to do. At Fleet we use the [Jobs to be Done
+(JTBD) framework](https://about.gitlab.com/handbook/engineering/ux/jobs-to-be-done/). Fleet's overarching job to be done is:
+
+> I need a way to see what laptops and servers I have, and what I need to do to keep them secure and
+> compliant."
+
+## Q1 2022 product objectives
+
+For Q1 2022, the 7 product objectives we are focused on are:
+
+#### Ultimate source of truth
+
+Fleet + osquery gives organizations the ability to see an almost [endless amount of
+data](https://osquery.io/schema/5.1.0/) for all their devices. We want to build on this reputation
+by always providing the freshest, most accurate, and most understandable data possible
+in the UI and API.
+
+##### Execution plan
+
+We will solve the "Undetermined" performance impact limitation for new scheduled queries as well as
+reflect unfinished policy runs in the UI/API. In addition, we will only advertise working
+osquery tables inside the product (looking at you `wifi_networks` table). Moreover, we will improve the Fleet server's
+performance and improve reliability and accuracy of the vulnerability detections.
+
+#### Programmable
+
+Fleet differentiate's itself from other security tools by providing a simple and easy to use API and
+CLI tool (fleetctl). This allows users and customers to leverage Fleet's superb ability to gather
+device data in ways that are unique to their organization.
+
+##### Execution plan
+
+We will add integrations for policy and vulnerability automations as well as get closer to parity
+with Rapid7's vulnerability features. In addition, we will roll up software and vulnerabilities
+across the entire organization and teams.
+
+#### Who's watching the watchers
+
+Many current Fleet users and customers hire Fleet to increase their confidence that other security
+tools are functioning properly. We will continue to expose valuable information about these tools to meet customer requirements.
+
+##### Execution plan
+
+We will invest in sending the health of other installed agents and verify device enrollment in Jamf,
+Kandji, and SimpleMDM. In addition we will roll up mobile device management (MDM) and Munki data
+across the entire organization and teams.
+
+#### Self-service, 2-way IT
+
+Fleet is poised to enable an organization's employees to resolve issues with their devices on their own. Not only does this save time for IT administrators and security practitioners but it also builds
+trust so that an organization can focus on achieving their business outcomes together.
+
+##### Execution plan
+
+We will focus on enabling end users to self serve issues with their devices using Fleet Desktop. In
+addition, Fleet Desktop will begin to provide end users with the ability to see what information is collected
+about their device (scope transparency).
+
+#### Easy to use
+
+We'd like to make maintaining secure laptops and servers as
+easy as possible. This quarter we'll focus on improving the time to value for new Fleet users and
+customers by providing instructions and tools to quickly bolster any organization's security program. 
+
+##### Execution plan
+
+We will focus on improving the standard query library so that it includes 80% of the most common
+policies that any organization needs. In addition, we will provide documentation that makes it dead
+simple to deploy on every major cloud platform (Reference architectures, AWS, GCP, Azure) as well as
+open source our own internal security program. Moreover, we will eliminate fear, uncertainty and
+doubt (FUD) related to the production readiness of Fleet's osquery installers.
+
+
 ## Product design process
 
 The product team is responsible for product design tasks. These include drafting
@@ -38,9 +113,7 @@ these changes to the engineering team.
   a link to the correct page in the Fleet EE (scratchpad) Figma. This page is where the design
   specifications live.
 
-* Add the ":product" and ":architect" labels to the issue and remove all other labels. This will add the issue to the [🛸 Product
-  board on ZenHub](https://app.zenhub.com/workspaces/--product-6192dd66ea2562000faea25c/board?repos=309820286). In the ZenHub board, move the issue into the "Architect" column in the product
-  board. This way, an architect on the engineering team knows that the issue is ready for engineering specification and later,
+* Add the issue to the 🏛 Architect column in [the 🛸 Product project](https://github.com/orgs/fleetdm/projects/27). This way, an architect on the engineering team knows that the issue is ready for engineering specification and later,
   engineering estimation.
 
 #### Priority drafting