In Part 1, I introduced a set of “guiding questions” one can pose before embarking on a cycle of product development or as an aid to focus a project team on a specific goal. They’re useful questions to ask whenever one wants to challenge assumptions and shake the tree a bit to get at the truth of a given situation.
But sometimes one doesn’t have a clear solution in mind or one needs to overhaul an existing, underperforming product or service. Best to go back to basics to ground oneself by defining an overarching goal and supplement with some intelligence about how to achieve that goal.
Refining Our Vision
- What’s our vision?
- E.g., our ultimate goal – the global leader in delivering amazing sport content anywhere, anytime
- What’s our mission?
- E.g., state broadly how we achieve the vision – e.g., “producing market-defining products to deliver our best of breed content to the world”
- When will we know we’ve succeeded?
- E.g., which metrics and KPIs will we use to measure progress toward our mission, fulfilling our vision? Increased subscription revenue? x% more page views or marketshare?
- What will contribute to achieving our ambition ?
- Core product or service
- Who are our customers?
- What “jobs to be done” do our customers want?
- What makes us different from our competitors?
This technique works for commercial propositions as well as products and services – and prepares one for devising a concrete set of product requirements.
Continued in Part 3.