Lemon #116. Principles of product vision

Lemon #116. Principles of

While reading ‘Inspired’ from Marty Cagan, we learned about the principles of product vision. Marty says: 

There are 10 key principles for coming up with an effective product vision. 

  • Start with why. The central notion here is to use the product vision to articulate your purpose. Everything follows from that. 
  • Fall in love with the problem, not with the solution. I hope you’ve heard this before but it’s very true. 
  • Don’t be afraid to think big with vision. Too often I see product visions that are not nearly ambitious enough, the kind of thing we can pull off in six months to a year or so, and not substantial enough to inspire anyone. 
  • Don’t be afraid to disrupt yourselves because, if you don’t, someone else will. So many companies focus their efforts on protecting what they have rather than constantly creating new value for their customers. 
  • The product vision needs to inspire. Remember that we need product teams of missionaries, not mercenaries. Create something you can get excited about. 
  • Determine and embrace relevant and meaningful trends. Too many companies ignore important trends for far too long. 
  • Skate to where the puck is heading, not o where it was. An important element to product vision is identifying the things that are changing in the time frame of the product vision. 
  • Be stubborn on vision but flexible on the details. This Jeff Bezos line is very important. It’s never easy, so prepare yourself for that. It’s very possible that you may have to adjust course to reach your desired destination. 
  • Realize that any product vision is a leap of faith. If you could truly validate a vision, then your vision probably isn’t ambitious enough. It’ll take several years to know. So, make sure what you’re working on is meaningful, and recruit people to the product teams who also feel passionate about this problem and then be willing to work for several years to realize the vision. 
  • Evangelize continuously and relentlessly. There is no such thing as over-communicating when it comes to explaining and selling the vision. 

Marty Cagan @ Inspired.

Jorge Moreno

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