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INSPIRED, 2nd Edition by Marty Cagan

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CHAPTER 25Principles of Product Vision

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

  1. Start with why. This is coincidentally the name of a great book on the value of product vision by Simon Sinek. The central notion here is to use the product vision to articulate your purpose. Everything follows from that.
  2. Fall in love with the problem, not with the solution. I hope you've heard this before, as it's been said many times, in many ways, by many people. But it's very true and something a great many product people struggle with.
  3. 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.
  4. 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.
  5. The product vision needs to inspire. Remember that we need product teams of missionaries, not mercenaries. More than anything else, it is the product vision that will inspire missionary‐like passion in the organization. Create something you can get excited about. You can make any product vision meaningful if you focus on how you genuinely help your users and customers.
  6. Determine and embrace relevant and meaningful trends. Too many companies ...

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