Vision is The Heart of any Great Product Company
In the latest instalment of Product Guru Insights, I had the privilege of interviewing Janet Bumpas, a Silicon Valley veteran with extensive experience in product management. Janet's career spans three startups, one of which went public, another was acquired by eBay, and the third, in her words, "crashed and burned." Her journey provides a rich tapestry of lessons in product vision, customer insights, and the evolving landscape of product management.
The Heartbeat of Product Vision
Janet's passion for product vision is palpable. She describes it as the "beating heart" of any great product company. A compelling product vision, she explains, is about envisioning where you want your product to be in five to ten years and crafting an extraordinary customer experience. Janet highlights the importance of the vision storyboard, a technique borrowed from Walt Disney and later adapted by companies like Airbnb, to create a visual narrative of the product’s future.
"Your strategy is just a plan to achieve your vision," Janet explains. This approach not only aligns the team but also serves as a constant reminder of the ultimate goal. She emphasises that a strong product vision inspires and motivates, driving strategic decisions and ensuring everyone is on the same page.
One of the striking examples Janet shared was how Apple used a video in 1987, called the "Knowledge Navigator," to illustrate their vision of the future. This vision included touchscreens and avatars, concepts that were far ahead of their time. Apple's product releases over the years have consistently moved them closer to that vision. Similarly, Airbnb used storyboards to decide their strategic focus on mobile, recognising that their customers' needs could best be met through mobile technology.
Building Through Customer Insights
Understanding customer needs is another cornerstone of Janet's philosophy. She stresses the importance of deep customer discovery and the integration of real user problems into product development. This rigorous approach ensures that products are not only innovative but also grounded in real-world applications.
