What are some examples of successful product visions?

1 Element 1: Customer Focus

A product vision should always start with the customer, not the product. It should identify who your target audience is, what problem you are solving for them, and how you are creating value for them. For example, Spotify's product vision is: "To unlock the potential of human creativity by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it." This vision clearly defines who Spotify serves (creative artists and fans), what problem it solves (lack of access and income for artists, lack of inspiration and enjoyment for fans), and how it creates value (by unlocking human creativity).

4 Element 4: Simplicity and Clarity

A product vision should also be simple and clear, easy to understand and remember, and concise and compelling. It should avoid jargon, technical details, and vague or ambiguous terms. It should capture the essence of your product in a few words or sentences, and communicate it effectively to your team, customers, and stakeholders. For example, Google's product vision is: "To organize the world's information and make it universally accessible and useful." This vision is simple and clear, easy to understand and remember, and concise and compelling. It summarizes the essence of Google's product in a single sentence, and communicates it effectively to its users and partners.

5 Element 5: Flexibility and Adaptability

A product vision should also be flexible and adaptable, able to respond to changing customer needs, market trends, and technological innovations. It should not be rigid or fixed, but rather evolve and refine over time, based on feedback and data. It should also allow for experimentation and innovation, and encourage your team to test and learn from different approaches. For example, Amazon's product vision is: "To be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online." This vision is flexible and adaptable, able to accommodate different products, categories, and services, and respond to changing customer preferences and behaviors. It also allows for experimentation and innovation, and encourages Amazon to explore new ways to deliver value to its customers.

6 Element 6: Evaluation and Validation

A product vision should also be evaluated and validated, based on evidence and data, not assumptions or opinions. It should be tested and verified with your customers, stakeholders, and team, and measured against your objectives and key results. It should also be reviewed and updated regularly, based on your learnings and insights. For example, Netflix's product vision is: "To become the best global entertainment distribution service, licensing entertainment content around the world, creating markets that are accessible to film makers, and helping content creators around the world to find a global audience." This vision is evaluated and validated, based on Netflix's data and analytics, customer feedback, and market research. It is also reviewed and updated regularly, based on Netflix's performance and strategy.