Products are filled with features and there's more on the way. Product and technology teams should understand the vision of the product, both the aspirational vision and the customer WHY.

1. Improving lives with
technology and design
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2. R A I Z L A B S 2 G O H O M E A N D L A N D
Features vs Vision
C U S T O M E R S B U Y T H E V I S I O N

3. R A I Z L A B S 3 S E C T I O N T I T L E
What I Wanted to Feel

4. R A I Z L A B S 4 E X P E R I E N C E M A T T E R S
Users want experiences,
not software.
E X P E R I E N C E M A T T E R S

5. E X P E R I E N C E S M A T T E R S5R A I Z L A B S

6. R A I Z L A B S 6 E X P E R I E N C E M A T T E R S
Your product needs a vision not a feature
B E C A U S E T H E R E ’ S A L W A Y S M O R E F E A T U R E S

7. R A I Z L A B S 7 E X P E R I E N C E M A T T E R S
So what is a product vision?

8. R A I Z L A B S 8
Product Vision Statement
R A I Z L A B S
▪ 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)
Crossing the Chasm by Geoffrey Moore

9. R A I Z L A B S 9
Example Vision Statement
R A I Z L A B S
▪ For Business People
▪ Who Need to Get to a Meeting
▪ Uber is a Transportation Service
▪ That focuses on Convenience
▪ Unlike Taxis
▪ This product allows you to book and pay for
transportation with your phone

10. R A I Z L A B S 10
Example Vision Statement
R A I Z L A B S
▪ For Music Lovers
▪ Who Listen to a lot of music
▪ Spotify is a Music Service
▪ That focuses on broad Selection
▪ Unlike iTunes or CD’s
▪ This product allows you to listen to as much
music as you like for a fixed monthly fee

11. R A I Z L A B S 11
Is this a vision statement?
R A I Z L A B S
We believe that we are on the face of the
earth to make great products and that's
not changing. We are constantly
focusing on innovating.
We believe in the simple not the complex.
We believe that we need to own and
control the primary technologies behind
the products that we make, and
participate only in markets where we can
make a significant contribution…
- Tim Cook

12. R A I Z L A B S 12
Is this a vision statement?
R A I Z L A B S
▪ For People?
▪ Who like things simple & not complex
▪ Apple is a product company
▪ That is constantly focusing on innovating
▪ Unlike Microsoft, Google, Amazon
▪ Apple participates only in markets where
they can make a significant contribution?

13. R A I Z L A B S 13 V I S I O N S T A T E M E N T
Yeah, that’s not a vision…
A S T O L D B Y R O B C A M P B E L L

14. R A I Z L A B S 14 V I S I O N S T A T E M E N T
“What is your vision for the
personal computer?”

15. R A I Z L A B S 15 V I S I O N S T A T E M E N T
We think it could be the next big
thing on everyone's wish list for
the holiday season!

16. R A I Z L A B S 16 V I S I O N S T A T E M E N T
“What is your vision for the
personal computer?”

17. R A I Z L A B S 17 V I S I O N S T A T E M E N T
We think it could help our stock
rise above two dollars a share.

18. R A I Z L A B S 18 V I S I O N S T A T E M E N T
“What is your vision for the
personal computer?”

19. R A I Z L A B S 19 V I S I O N S T A T E M E N T
For the next hour, Steve talked about
how personal computers were going to
change the world. He painted a picture
of how it would change everything
about the way we worked, educated our
children and entertained ourselves.
You couldn’t help but buy in.

20. R A I Z L A B S 20 V I S I O N S T A T E M E N T
A vision should move you

21. R A I Z L A B S 21 V I S I O N S T A T E M E N T
“A computer on every desk and
every home."
B I L L G A T E S - 1 9 8 0 ’ S

22. R A I Z L A B S 22 V I S I O N S T A T E M E N T
“Help all people lead healthy &
productive lives."
B I L L & M E L I N D A G A T E S F O U N D A T I O N - 2 0 1 7

23. Inspire the heart and
the rest will follow

24. R A I Z L A B S 24 V I S I O N S T A T E M E N T
"Our vision is to be earth's most customer
centric company; to build a place where
people can come to find and discover
anything they might want to buy online."

25. R A I Z L A B S 25 V I S I O N S T A T E M E N T
“Our vision is to establish ourselves
as the single-source product
authority for millions of businesses”

26. R A I Z L A B S 26 V I S I O N S T A T E M E N T
“To enable the space flight
capabilities necessary to
make human life
multiplanetary"

27. R A I Z L A B S 27 V I S I O N S T A T E M E N T
“Our mission: to inspire and
nurture the human spirit –
one person, one cup and one
neighborhood at a time."

28. R A I Z L A B S 28 S T A R T W I T H W H Y
Start with Why
S I M O N S I N E K
♥

29. R A I Z L A B S 29 S T A R T W I T H W H Y
Start from the Inside Out

30. R A I Z L A B S 30 M Y V I S I O N
My Vision
W H Y A M I G I V I N G T H I S T A L K
♥

31. +

32. Make Software That
Doesn’t Suck
2 0 0 3

33. Software Should
be Easy
2 0 0 6

34. We Build Awesome
2 0 11

35. Shape the World Through
Great Software
2 0 1 4

36. Improve Lives With
Technology and Design
2 0 1 7

37. R A I Z L A B S 37 S H A R E D V I S I O N
Why is a shared vision important?

38. Presented by:
Title

39. R A I Z L A B S 39 S H A R E D V I S I O N
Two ways to get a shared vision
1. Top Down
2. Team Discovery

40. R A I Z L A B S 40 S H A R E D V I S I O N
Two ways to get a shared vision
1. Top Down
2. Team Discovery

41. R A I Z L A B S 41
Design The Box
R A I Z L A B S
▪ Imagine you are designing the box
▪ What’s the logo?
▪ What’s the value prop?
▪ Is there a slogan?
▪ What three features do you have
space to talk about?

42. R A I Z L A B S 42 S H A R E D V I S I O N
Team Offsite
Y E A H , U N P L U G

43. R A I Z L A B S 43
“The Design Sprint”
The sprint is a five-day process for answering critical business questions
through design, prototyping, and testing ideas with customers.
S H A R E D V I S I O N

44. R A I Z L A B S 44
Not an “Agile” Sprint
Created from within the Google Ventures
team, sprints provide a quick way to
validate ideas. They can also align your
team on a vision backed by experts,
customers and data.

45. R A I Z L A B S 45 S H A R E D V I S I O N

46. R A I Z L A B S 46
START AT THE END, MAP, ASK THE EXPERTS AND TARGET
Monday - Map
M O N D A Y

47. 47M O N D A Y
Start at the end
At the beginning of the week we look ahead — at
the end of the sprint and beyond. Figure out the
long term. With a goal in mind make a list of the
questions based on assumptions and obstacles.

48. R A I Z L A B S 48
Ask the experts
With a long term goal set and a list of sprint
questions, we interviewed Fran, Christine, and Amy
in the afternoon. We took notes in the form of How
Might We (HMW) and organized them into themes.
M O N D A Y

49. R A I Z L A B S 49 M O N D A Y
Understand the Themes

50. R A I Z L A B S 50
LIGHTENING DEMOS AND SKETCHING
Tuesday - Sketch
T U E S D A Y

51. R A I Z L A B S 51
Four step sketch
Tuesday consisted of gathering key info, ideas,
crazy 8’s, and sketching details. Sketching is
important during this stage because not only does
it save time, it allows individuals on the team to
think through their ideas.
T U E S D A Y

52. R A I Z L A B S 52
DECIDE AND STORYBOARD
Wednesday - Decide
W E D N E S D A Y

53. R A I Z L A B S 53
Heat maps
Our goal Wednesday morning was to decide which
solutions to prototype. To do this quickly, we hung
up the sketches, used the green dots to highlight
ideas we liked, had a group critique for each
sketch, took a quick straw poll to identify favorite
ideas, and finally the decider, selected which ideas
made it into the prototype.
W E D N E S D A Y

54. R A I Z L A B S 54 W E D N E S D A Y
Storyboard the product

55. R A I Z L A B S 55
DIVIDE AND CONQUER
Thursday - Prototype
T H U R S D A Y

56. R A I Z L A B S 56
MOSTLY FAKE
Like a Hollywood Set
T H U R S D A Y

57. R A I Z L A B S 57
INTERVIEW AND LEARN
Friday - Test
F R I D A Y

58. R A I Z L A B S 58 S H A R E D V I S I O N
Five Days - One Vision
Z E R O F E A T U R E S , Z E R O S C O P E , Z E R O R E Q U I R E M E N T S

59. R A I Z L A B S 59 S H A R E D V I S I O N
When Teams are Aligned
R A I Z L A B S
S T R AT E G Y D E V E L O P M E N TD E S I G N
F E A T U R E S B E C O M E E A S Y

60. R A I Z L A B S 60
Thank You

61. Improving lives with
technology and design
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