*It’s not your customers job to know what they want* — Steve Job # **Summary** 1. Keeper of the **Vision** 2. Strong **product intuition** that adds value to user research & design 3. Holistic understanding of **user-centered design**, e.g. user pain points, prototyping, validation 4. **Instruments and iterates** product based on quantitative and qualitative measures of success 5. Executes plans toward desired **product outcomes** (not simply outputs) # Attributes ## 1. Keeper of the vision Articulates why a product needs to exist, e.g. compelling product-market-fit On vision setting - ability to set a vision that clearly states the who, what, and how of a product. [Joel’s approach](https://www.joelonsoftware.com/2002/05/09/product-vision/): - For *(target customer)* - Who *(statement of the need or opportunity)* - The *(product name)* is a *(product category)* - That *(key benefit, compelling reason to buy)* - Unlike *(primary competitive alternative)* - Our product *(statement of primary differentiation)* ## 2. Strong product intuition that adds value to user research & design *“Intuition is compressed experience”* *— Thomas Davenport (**[Working Knowledge](https://a.co/d/eaLRYBM)**)* Understanding users - [What I Learned From Developing Branding for Airbnb, Dropbox and Thumbtack](https://firstround.com/review/what-i-learned-from-developing-branding-for-airbnb-dropbox-and-thumbtack/) - [The Intuitive and the Unlearnable | by Christina Wodtke | Medium](https://medium.com/@cwodtke/the-intuitive-and-the-unlearnable-cccffd9a762) - [https://www.easyagile.com/blog/the-ultimate-guide-to-user-story-maps/](https://www.easyagile.com/blog/the-ultimate-guide-to-user-story-maps/) - [https://www.nngroup.com/articles/ten-usability-heuristics](https://www.nngroup.com/articles/ten-usability-heuristics/#poster): [poster](https://drive.google.com/file/d/1fsPdZAiqOjRqdZ0iK06Wgl5dD2Nilfgn/view?usp=sharing) - [Visual Vocabulary for Product Building](https://productlogic.org/2014/09/13/the-product-triangle-a-visual-vocabulary-for-product-building/), Dan Schmidt - [Book Summary: When Coffee and Kale Compete by Alan Klement](https://www.sebastienphlix.com/book-summaries/klement-when-coffee-and-kale-compete) ## 3. Holistic understanding of user-centered design, e.g. user pain points, prototyping, validation - Design - [Framework for Innovation: Design Council's evolved Double Diamond](https://www.designcouncil.org.uk/our-work/skills-learning/tools-frameworks/framework-for-innovation-design-councils-evolved-double-diamond/) - [The 4-hour design sprint. How we did it, what we learned, and… | by Laura Moldovan | Shopify UX](https://ux.shopify.com/the-4-hour-design-sprint-b05b516cede7) - [Design Thinking: Divergence and Convergence Cycles | by Shubhangi Choudhary ](https://medium.com/@i.shubhangich/design-thinking-divergence-and-convergence-cycles-3ce7a6f27815) - [Design is not a formula, it’s an odyssey: replacing the Double Diamond | by Ryan Ford | UX Collective](https://uxdesign.cc/design-is-not-a-process-its-an-odyssey-replacing-double-diamond-d6bc06965238) ## 4. Instruments and iterates product based on quantitative and qualitative measures of success - [EE204 Business Management for Engineers and Computer Scientists](https://web.stanford.edu/class/ee204/ProductMarketFit.html) - PMF - [Rahul Vohra Shares Superhuman's Product Market Fit Framework _ First Round Review.pdf](https://drive.google.com/file/d/1WlYl-DShZu3Tt4ENV_v8HJhTq8dAhu8f/view?usp=sharing) - [How to Pick Winning Product Features _ by Ameet Ranadive _ PM Insights _ Medium.pdf](https://drive.google.com/file/d/1ueagQH4Go8cuik6AHNAci4jTA3NEgZZE/view?usp=sharing) ## 5. Executes plans toward desired product outcomes (not simply outputs) Execution - [The Art of the OKR](http://eleganthack.com/the-art-of-the-okr/) - [Cascading OKRs at scale - Christina Wodtke](https://medium.com/@cwodtke/cascading-okrs-at-scale-5b1335812a32) - [Working Backwards Press Release Template and Example | by Ian McAllister](https://www.linkedin.com/pulse/working-backwards-press-release-template-example-ian-mcallister/) Frameworks - [Working Backwards | How write-ups help launch successful products like AWS, the Kindle & Prime Video](https://coda.io/@colin-bryar/working-backwards-how-write-an-amazon-pr-faq) - [Mission command - Wikipedia](https://en.wikipedia.org/wiki/Mission_command) - [Prioritization - RICE Model, MoAR method and other scoring systems](https://dragonboat.zendesk.com/hc/en-us/articles/360026170013-Prioritization-RICE-Model-MoAR-method-and-other-scoring-systems) - [Michael Skok's 4 Steps To Building A Compelling Value Proposition](https://www.forbes.com/sites/michaelskok/2013/06/14/4-steps-to-building-a-compelling-value-proposition/?sh=389ec5b24695) (Blatant, Latent, Aspirational, Critical) - [MoSCoW method](https://en.wikipedia.org/wiki/MoSCoW_method) - avoid - [Kano model](https://en.wikipedia.org/wiki/Kano_model) - GIST: [Why you should stop using product roadmaps and try the GIST Framework](https://itamargilad.com/gist-framework/) Prioritizing the work - check out [https://sean.horgan.net/d/_d3H4GIs7zuo/_suE4ZLL_#_lu4YtUbU](https://sean.horgan.net/d/_d3H4GIs7zuo/_suE4ZLL_#_lu4YtUbU) Overlap with [https://sean.horgan.net/d/_d3H4GIs7zuo/_suxJ5PTi#_luHvwRSS](https://sean.horgan.net/d/_d3H4GIs7zuo/_suxJ5PTi#_luHvwRSS) # References Frameworks - [Mission command - Wikipedia](https://en.wikipedia.org/wiki/Mission_command) - [Prioritization - RICE Model, MoAR method and other scoring systems](https://dragonboat.zendesk.com/hc/en-us/articles/360026170013-Prioritization-RICE-Model-MoAR-method-and-other-scoring-systems) - [Michael Skok's 4 Steps To Building A Compelling Value Proposition](https://www.forbes.com/sites/michaelskok/2013/06/14/4-steps-to-building-a-compelling-value-proposition/?sh=389ec5b24695) (Blatant, Latent, Aspirational, Critical) - [MoSCoW method](https://en.wikipedia.org/wiki/MoSCoW_method) - [Kano model](https://en.wikipedia.org/wiki/Kano_model) - GIST: [Why you should stop using product roadmaps and try the GIST Framework](https://itamargilad.com/gist-framework/)