29 Things We Believe
- Breakthrough ideas come from breakthrough understanding.
- Model your understanding, then base your solution on it. Refine both over time based on new evidence and insight.
- Listen to customers beyond what they ask for, to what they need.
- Think of customers in terms of their situations and resulting needs.
- The essence of a product, existing or envisioned, is the profile of needs it fulfills.
- The desirability of a product is the result of satisfying needs, both functional and aesthetic.
- Great product visions choose better problems to solve.
- You can’t make giant leaps using incremental methods.
- The first rule of product vision: The product must satisfy important, unmet customer needs, profitably.
- There are two key components to a product vision: the story of what it does for customers, and the business plan -- the story of how it will succeed.
- Product Vision can be systematized.
- Product vision is the missing discipline in most new product processes.
- To bowl a strike, you must first set up all the pins.
- Develop, trust, then verify your instincts.
- Solid product vision facilitates execution.
- A design can be only as good as the problem it sets out to solve. Great design cannot save a faulty vision. Great vision can withstand faulty design.
- Every design can be improved.
- The product really matters.
- Great products are the root of great business success.
- First, ship no crap.
- Don’t do things that make your customers hate you.
- Strive for greatness.
- Product vision is an inexpensive source of radical innovation.
- A product vision is surprisingly difficult for competitors to copy, and is therefore defensible.
- Careful product vision increases upside reward while limiting downside risk.
- People pay for the fulfillment of needs.
- Look ahead to where you want to be. Use that to determine where you go next.
- Chase customers, not competitors.
- The way to establish a great brand is by creating great products.