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Tips for Building a Compelling Product Vision by Amazon Sr PM

- The key elements of a compelling product vision, what’s important and what’s not
- How to come up with a compelling product vision without relying on luck or magic
- How to use a product vision as a mechanism to guide your team

Tips for Building a Compelling Product Vision by Amazon Sr PM

  1. 1. www.productschool.com Tips for Building a Compelling Product Vision by Amazon Sr PM
  2. 2. Join 40,000+ Product Managers on Free Resources Discover great job opportunities Job Portal prdct.school/PSJobPortalprdct.school/events-slack
  3. 3. CERTIFICATES Your Product Management Certificate Path Product Leadership Certificate™ Full Stack Product Management Certificate™ Product Management Certificate™ 20 HOURS40 HOURS40 HOURS
  4. 4. Corporate Training Level up your team’s Product Management skills
  5. 5. T O N I G H T ’ S S P E A K E R Will Najar, Senior Product Manager - Technical at Amazon
  6. 6. How to create a compelling product vision Will Najar, Senior Product Manager - Technical at Amazon
  7. 7. Why I chose this topic What it means to be a visionary Elements of a compelling product vision Communicating your product vision From product vision to product reality Questions (up to you!)
  8. 8. Why I chose this topic
  9. 9. “I can’t come up with any good ideas for my product. I’m just not a visionary and I’m not creative either. How do you come up with your product vision? I feel like giving up as a product manager every day because of this.” -Anonymous peer
  10. 10. Fixed Mindset vs. Growth Mindset “I’m not a visionary or creative thinker.” “I have a difficult time coming up with new ideas for my product.” “I don’t set the vision because I’m not in a position to be wrong.”
  11. 11. What it means to be a visionary
  12. 12. Not a real visionary: ● Comes up with crazy ideas, seemingly out of nowhere ● Can predict the future and knows how things will turn out ● Constantly disrupting something, strives to be different ● Has an eccentric personality, non-traditional hairstyle, unique fashion choices ● Waves hands around a lot in big gestures, maybe in a TED talk ● Makes big promises about the product Real-life visionary: ● Takes time to deeply understand customer needs and wants, the problem space and product constraints ● Willing to risk being (a little bit) wrong about something ● Effective and empathetic communicator
  13. 13. You can be a visionary (if you want). Really.
  14. 14. Elements of a compelling product vision
  15. 15. Creating your product vision in a TV show
  16. 16. Infinite monkey theorem
  17. 17. Where we all start... “I don’t have any good ideas.” 1. You don’t deeply understand customer needs and wants 2. You don’t understand the dynamics of your problem space 3. You don’t understand your product constraints Listen to your customers! Do your homework! Solve #1, and find out what is stopping you from getting there.
  18. 18. “Customers are always beautifully, wonderfully dissatisfied, even when they report being happy and business is great. Even when they don’t yet know it, customers want something better, and your desire to delight customers will drive you to invent on their behalf. No customer ever asked Amazon to create the Prime membership program, but it sure turns out they wanted it, and I could give you many such examples.”
  19. 19. Fly solo across the Atlantic Crack in the sidewalk Weekend trip to Mars Woman on the moon ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? “When 99% of people doubt you, you’re either gravely wrong or about to make history.”
  20. 20. ● Why will customers love this? ● Is there a market opportunity? ● Is the amount of uncertainty I have to solve 20- 40% of the journey? ● Can I solve the unsolved product constraints? ● Has someone tried this before? ○ Yes: What do I know/have that they don’t? ○ No: (same question) ● How will I know that I am on the right track? Check your vision:
  21. 21. Jenn Hyman & Jenny Fleiss Product vision example #1: Rent the Runway Introducing designer dress and accessory rentals (2009) ● Customers want to wear designer labels and feel special ● Cost is a constraint ● Don’t want to wear the same dress twice, but happy to borrow one to wear ● Opportunity in multiple customers renting the same designer piece More: this is a HBS case study.
  22. 22. Communicating your product vision
  23. 23. "You mean people actually use this? Well that’s weird.” (on Airbnb, 2008)
  24. 24. March 14, 2006-- Amazon Web Services today announced "Amazon S3," a simple storage service that offers software developers a highly scalable, reliable, and low-latency data storage infrastructure at very low costs. Amazon S3 is available today at http://aws.amazon.com/s3. Amazon S3 is storage for the Internet. It's designed to make web-scale computing easier for developers. Amazon S3 provides a simple web services interface that can be used to store and retrieve any amount of data, at any time, from anywhere on the web. It gives any developer access to the same highly scalable, reliable, fast, inexpensive data storage infrastructure that Amazon uses to run its own global network of web sites. The service aims to maximize benefits of scale and to pass those benefits on to developers.
  25. 25. Use the right tool for the job Write a document, PowerPoint, speech, meeting, nemawashi? Use data to support your vision Data + anecdotes = <3 Bring stakeholders along for the journey Listen to feedback and incorporate it. Earn their trust with each step Practice your empathy Focus on the customer problem you are solving. Frame it in terms that will resonate with your audience Queen Elizabeth II 1957 televised Christmas message
  26. 26. Chris Cox Product vision example #3: Facebook Launching the News Feed (2006) ● Before, Facebook was just user profiles ● “Your personalized, interactive newspaper that is published directly by the set of people you care about” ● Launched to intense user backlash More: go to YouTube -> “fMC 2012 chris cox”
  27. 27. From product vision to product reality
  28. 28. Woman on the moon ? ? ? ? ? ? ? ? ? ? Prototype, experiment, validate, learn, incorporate new information Set goals to measure success Quantize your product vision MVP
  29. 29. James Dyson Product vision example #3: Dyson The cyclonic vacuum cleaner (1979) ● Existing vacuums lost suction, infuriated customers having to buy new bags, weren’t powerful enough ● Had observed cyclonic separators in sawmills ● Saw the pores in vacuum bags were clogged, couldn’t be re- used ● Knew he could solve the unsolved product constraint using cyclones More: How I Built This - James Dyson on NPR
  30. 30. www.productschool.com Part-time Product Management Training Courses and Corporate Training
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- The key elements of a compelling product vision, what’s important and what’s not - How to come up with a compelling product vision without relying on luck or magic - How to use a product vision as a mechanism to guide your team

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