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Crafting a Compelling Vision & The Consequences of Strategy Choices

Author

Alastair Preacher
December 04, 2023 • Estimated Reading Time: 16 minutes

We track Product so you don't have to. Top Podcasts summarised, the latest AI tools, plus research and news in a 5 min digest.

Hello, Product fans!

Here’s today’s sumptuous edition of Product Tapas! 🌮

🔥 What's Sizzling?

📰 Not Boring News: From Anthropic's AI price cuts to Apple's red-hot Apple Watch release, we're dishing out an array of spicy topics. 🌐

🤖 GPT & Tool time: Feast your eyes on groundbreaking AI tools, including the Information Interpreter and the Competitor Finder, and our very own Product Tapas Product Audit tool. 💻🔍

🎙️ Product Bites: Savour a trio of deep dives into strategic decision-making, vision and design excellence. We're serving up insights from Tim Herbig's latest on strategy choices, a podcast review on achieving design greatness with Robert Brunner of Beats by Dr. Dre and finishing up with Aby Attawudi talking about crafting a compelling vision. 🌟

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📰 Not boring

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🫦 Product Bites

🌟 The Consequences of Strategy Choices

Another one from Tim Herbig. This digs into how strategy patterns and product strategy components can help you navigate Product Strategy.

📖 Read the full article here 

📆 Published: November 27, 2023 ⏱️ Reading Time: 1 Minute

What's the Buzz? 🐝  This article delves into the nuances of forming effective product strategies. It emphasizes the modular relationship between high-level Product Strategy Patterns and individual Product Strategy components, adapting to a specific context. The article mentions Rob Hayes's concept of "Atomic Strategy" for its impactful structure.

What's the Big Deal? 🌟 The focus is on two key practices:

  1. Selecting the Right Strategy Components: This involves choosing components that align with the company culture, product maturity, and business model. For instance, a product-centred company vision may eliminate the need for a separate Product Vision, or a sales-led approach might pre-define product distribution.

  2. Creating Coherence Between Components: It’s crucial to understand the consequences of each strategic choice to avoid reducing the effectiveness of one strategy component by contradicting it with another. The article gives an example of a retail company's offline user segment and its mismatch with online ad distribution, suggesting the need for a distribution channel like In-Store Sales-assisted Evaluation that aligns with the audience.

Why Should You Care? 💡 For product managers and strategists, this article offers a practical approach to crafting coherent and effective product strategies. It highlights the importance of aligning strategy components with the company's overall context and the pitfalls of mismatched strategic decisions.

How to Implement 🔗

  • Review your current strategy for gaps or redundancies

  • Use Brian Balfour’s Four Fits concept to assess the coherence among your strategy choices

  • Solicit feedback from team members to ensure your strategy forms a coherent whole

This insight into strategic choices is a great read for anyone looking to refine their product strategy and ensure alignment with their company's broader objectives and market position.

📖 Read the full article here 

🎙️ Pod Review: Achieving Design Greatness: Insights from Robert Brunner, Chief Designer at Beats by Dr. Dre

🕒 Estimated Reading Time: 2 minutes. Time saved 26 minutes 🔥 

💡 Theme: Introduction and Background

The podcast episode features Robert Brunner, the chief designer at Beats by Dr. Dre, discussing the process of creating great products. Brunner introduces himself as an industrial designer and the founder of Ammunition, a design development company. He emphasizes the importance of understanding what's worth designing in the first place and outlines the criteria for a product to be considered great. These criteria include relevance, uniqueness, desirability, thorough development, and resource worthiness. Brunner also highlights the need for products to have positive emotional value and to be transformative. He mentions that his studio primarily works in consumer technology, creating new experiences that people can relate to physically and digitally.

💡 Theme: Moving from Good to Great

Brunner poses the question of why some projects turn out to be good while others become great. He explains that good products are usable, useful, and desirable, but great products go beyond that. Great products are inspiring, empowering, and transformative. They challenge norms, become culturally relevant, and serve as gateways to something bigger. Brunner emphasizes the importance of leadership and fluid intelligence in achieving greatness. He mentions that great leaders have a worldview, true empathy for their audience, clarity of vision, and the commitment to see it through. He also highlights the significance of craftsmanship and the care for quality in creating great products.

💡 Theme: Technology and Design

Brunner discusses the relationship between technology and design. While technology enables fantastic capabilities, design is what establishes the product in people's lives. He shares examples of collaborations with Square and Terra Cafe, where the design of the products played a crucial role in delivering the technology effectively. Brunner mentions the importance of understanding how the product is accessed and understood by users. He emphasizes that even with amazing technology, a product will fail if nobody gets it, needs it, or wants it. Design and delivery are as important as the core technology itself.

💡 Theme: Craftsmanship and Quality

Brunner highlights the significance of craftsmanship and the care for quality in creating great products. He mentions his collaboration with Terra Cafe, where the focus was on brewing the perfect coffee and developing machines that could achieve that in an automated way. The TKO2 espresso machine was designed with refinement and execution in mind, paying attention to every detail, including controls and interface. Brunner emphasizes that a maniacal commitment to quality and excellence is necessary to build great products. The love and care of the creator should be apparent in the final product, creating a relationship between the user and the brand.

💡 Theme: The Idea, Not the Object

Brunner discusses the importance of focusing on the core idea behind a product, rather than just its form and function. He shares examples from his collaboration with Beats by Dr. Dre, where the core idea was to improve the audio experience and create a connection to popular culture. The design of the headphones was based on stability, comfort, and aesthetics. Brunner mentions the collaboration with various artists and athletes, which elevated the brand and created a contextual cultural awareness of the product. He emphasizes the need to understand what the product is really delivering and how it fits into culture.

💡 Theme: Achieving Greatness

Brunner concludes by sharing some notes on achieving greatness in product design. He highlights the importance of knowing the mission and non-negotiable boundaries, understanding the audience and building a relationship with them, creating a team culture that embraces challenges, building cultural awareness of the product, being design religious, and managing compromise. He encourages product designers to enjoy the ride and appreciate the privilege of creating products that can positively impact people's lives.

⏰ Timestamps:

  • 00:00:01 - Introduction and Background

  • 00:01:31 - Moving from Good to Great

  • 00:08:00 - Technology and Design

  • 00:11:27 - Craftsmanship and Quality

  • 00:13:53 - The Idea, Not the Object

  • 00:25:42 - Achieving Greatness

🎙️ Pod Review: Crafting a Compelling Product Vision

🕒 Estimated Reading Time: 3 minutes. Time saved 96 minutes 🔥 

We haven’t as of yet covered Lenny’s Podcast because he does such a good job of summarising them himself. But thought we’d give it a go this week.

💡 Developing a Mission & Vision for Your Product

In this podcast episode, Aby Attawudi, Director of Product Management at YouTube, shares valuable insights on developing a vision for your product. She emphasizes the importance of having a clear and compelling vision that inspires and aligns the team. Aby breaks down the elements of a good vision, which include being lofty yet realistic, devoid of current limitations, and grounded in a clear problem. She provides examples of powerful visions, such as Uber's vision of a world without parking and Microsoft's vision of a computer on every desk. Aby also highlights the difference between a mission and a vision, with the mission being the purpose and guiding principles, while the vision paints a picture of what the world looks like when the mission is achieved.

🔍 Empathizing with the Customer

Aby emphasizes the need for product managers to empathise with their customers and truly understand their problems. She suggests using the "understand work" approach, which involves using the product yourself and experiencing the onboarding process. Additionally, she encourages product managers to research and analyse competitors' products to gain insights. Aby also introduces a practical exercise called "Top 10 Things You Should Know," where product managers create a living document of the top 10 problems they should be aware of. This document is regularly updated and serves as a shared understanding among the team.

🌟 Creating the Vision

Creating the vision involves envisioning what the world looks like when the problems are solved. Aby shares different approaches to crafting the vision, such as using the "Once upon a time" framework, where the problem, the change, and the desired outcome are articulated in a story format. She also suggests writing an article or press release that announces the product or feature as if it has already been launched. This exercise helps product managers clarify their vision and communicate it effectively. Aby further emphasises the importance of visualisation, whether through sketches, mock-ups, or even low-fidelity designs, to bring the vision to life and make it more tangible.

📣 Evangelizing the Vision

Evangelizing the vision is crucial for gaining buy-in and alignment within the organization. Aby highlights the need for patience, as the vision may take time to materialise. She shares her experience of setting a vision at YouTube and how it took a year and a half for it to be fully embraced and funded. Aby also emphasises the importance of clarity and conviction in evangelising the vision. She encourages product managers to be confident in their vision and to effectively communicate it to stakeholders, even in the face of naysayers.

By consistently reinforcing the vision and aligning the team around it, product managers can drive progress towards their desired future state. 🔥

This is another great episode and well worth a listen if you have the time and want to dig in further.

📅 Timestamps:

  • 00:00:00 - Introduction to the importance of a compelling vision

  • 00:05:21 - Elements of a good vision and examples from Uber and Microsoft

  • 00:11:53 - Difference between mission and vision

  • 00:14:53 - Different ways to frame and communicate the vision

  • 00:19:45 - Practical steps to develop the vision, including empathizing with the customer and creating a shared understanding of problems

  • 00:28:31 - Evangelizing the vision and gaining buy-in within the organization

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As always, the journey doesn't end here! Keep exploring, keep questioning, and most importantly, keep growing in your product journey. Until our next issue, keep savouring the bites of wisdom we've shared. 🚀👋

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