CHAPTER 1

WHY WE NEED RADICAL PRODUCT THINKING

A vision-driven product begins with a clear picture of the change you want to bring to the world. This vision must then permeate every aspect of the product’s design.

For a great case study on how a vision-driven product is fundamentally different from an iteration-led one, consider the comparison between Tesla’s Model 3 and GM’s Chevy Bolt. Sandy Munro, a well-known automotive expert, shared a detailed comparison of the Model 3 and the Bolt after taking apart the two cars and painstakingly analyzing each component. Munro summarizes his findings in an Autoline After Hours interview, describing the Bolt as a “good car.” But he was far more excited by the Model 3. “Tesla has the best design for electronics, ...

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