10 things to consider in your product strategy

Credit and Thanks: 
Based on insights from Lenny's Podcast.

Brief Summary

Ebi Atawodi, a seasoned product management leader, shares her insights on the importance of crafting a compelling vision in product management. She emphasizes the distinction between vision and mission, illustrating how a well-defined vision can align teams and drive successful product outcomes. Atawodi also discusses the significance of empathy in understanding user needs and the role of storytelling in effectively communicating product strategies.

Deep Dive

Ebi Atawodi's insights into product management reveal a nuanced understanding of how to craft and communicate a compelling product vision. At the core of her philosophy are four key elements that define a strong product vision: it must be lofty, realistic, devoid of current technological limitations, and grounded in a clear user problem. This framework ensures that the vision inspires while remaining achievable, allowing teams to rally around a common goal.

Atawodi provides notable examples of lofty yet attainable visions, such as Uber's vision of a world without parking spaces, which not only captures the imagination but also addresses real urban challenges. In contrast, she highlights Elon Musk's ambitious goal of colonizing Mars as an example of a vision that, while inspiring, may feel out of reach for many. This distinction between vision and mission is crucial; the mission articulates the purpose of an organization, while the vision paints a picture of what success looks like in the future. For instance, Microsoft's mission is to empower every person and organization on the planet to achieve more, while its vision is a computer on every desk and in every home.

To outline a vision effectively, Atawodi suggests a simple framework that can be adapted to various contexts. She emphasizes the importance of storytelling in this process, advocating for the use of mockups and clear headlines to frame the vision. Writing a compelling headline can crystallize the essence of the vision, making it easier for stakeholders to grasp and remember. Atawodi also encourages product managers to visualize their ideas, using sketches or mockups to convey what the future could look like, thus making the vision more tangible.

Developing a vision is not a one-time exercise but a step-by-step approach that requires ongoing refinement. Atawodi introduces her “10 Things” document, which serves as a living repository of the most pressing problems and insights related to the product. This document includes:

• Top user pain points

• Technical debt issues

• Market trends

• Competitive analysis

• User feedback

• Internal team challenges

• Opportunities for innovation

• Key metrics to track

• Stakeholder concerns

• Long-term goals

This “10 Things” document is particularly useful in strategy sessions, where it can guide discussions and help prioritize initiatives. Atawodi emphasizes the importance of clarity and conviction in product management, stating that these qualities are essential for effective leadership. Clarity involves understanding the core problems that need solving, while conviction is about having the confidence to pursue a chosen path, even in the face of uncertainty.

Atawodi also outlines a method for evangelizing the vision, which she describes as three concentric circles. The innermost circle consists of the core team, who must fully understand and buy into the vision. The next circle includes stakeholders who need to be engaged and informed, while the outer circle encompasses leadership, who should be inspired by the vision and its potential impact.

The cadence of developing a vision is crucial; it should be an ongoing process rather than a one-off event. Atawodi distinguishes between overarching visions and micro visions, the latter being more focused and tactical, addressing specific problems or initiatives. She encourages product managers to take the first steps in developing a vision by identifying key user problems and sketching potential solutions, reinforcing the idea that infrastructure is as much a part of the product as the user-facing features.

In terms of company culture, Atawodi reflects on her experiences at Uber, where a monolithic culture initially drove innovation but later required evolution to remain effective. She emphasizes the importance of embedding a positive culture within her teams, one that values autonomy, responsibility, and open communication. This culture fosters an environment where team members feel empowered to take ownership of their work and contribute to the vision.

Finally, Atawodi discusses the importance of evaluating relationships with engineering managers, advocating for clear communication and alignment on goals. This collaborative approach ensures that product managers and engineers work together effectively, ultimately leading to better product outcomes. Through her insights, Atawodi provides a comprehensive roadmap for product managers seeking to develop and communicate a powerful vision that drives their teams toward success.

Key Takeaways

• A compelling vision is essential for aligning teams and driving product success.

• Empathy and user understanding are critical components of effective product management.

• Company culture significantly influences product development and innovation.

Actionable Insights

• Develop a clear and inspiring vision statement that articulates the long-term goals of your product.

• Engage in user research and competitor analysis to identify pain points and inform product decisions.

• Utilize storytelling techniques to communicate product strategies and engage stakeholders effectively.

• Foster a culture of open dialogue within your team to encourage diverse perspectives and innovative ideas.

• Regularly revisit and refine your company culture to ensure it aligns with current market needs and values.

Why it’s Important

The insights shared by Atawodi underscore the critical role that vision and empathy play in product management. A well-defined vision not only guides product development but also inspires teams to work towards a common goal. Understanding user needs through empathy ensures that products are relevant and impactful, ultimately leading to greater customer satisfaction and business success.

What it Means for Thought Leaders

For thought leaders, the discussion highlights the necessity of fostering a culture that values clarity, empathy, and innovation. As industries evolve, leaders must prioritize the development of compelling visions and encourage open communication within their teams. This approach not only drives product success but also positions organizations as adaptable and forward-thinking in a competitive landscape.

Key Quote

"I do not believe in being liked. I believe in being loved. And that's a very, very different thing."

Future Trends & Predictions

As the tech landscape continues to evolve, the emphasis on user-centric product development is likely to grow. Companies that prioritize empathy and storytelling in their product strategies will likely gain a competitive edge. Additionally, the integration of AI and data analytics in understanding user behavior will become increasingly important, enabling product managers to craft more personalized and effective solutions. The ongoing evolution of company culture will also play a pivotal role in fostering innovation and adaptability in the face of rapid technological advancements.

Check out the podcast here:

Thanks for reading, have a lovely day!

Jiten-One Cerebral

_{All summaries are based on publicly available content from podcasts. One Cerebral provides complementary insights and encourages readers to support the original creators by engaging directly with their work; by listening, liking, commenting or subscribing.}