In the recent fantastic piece on The Verge covering interviews with the top brass behind the Amazon Kindle, the ultimate product vision behind the Kindle series of eReaders is articulated beautifully. From the article:
For Amazon, paper is more than a material for making prototypes. It’s the inspiration for the Kindle of the future: a weightless object that lasts more or less forever and is readable in any light. “Paper is the gold standard,” Green says. “We’re striving to hit that. And we’re taking legitimate steps year over year to get there.”
The beauty of this is its simplicity. Amazon are striving to create electronic paper. “Paper is the gold standard. We’re striving to hit that.”
There is nothing here about the joy of reading, or empowering people through instant delivery of information, or making money. The beauty of this is that all of those things flow naturally from the core premise: to make better, electronic paper.
This is what the Kindle team says about itself. It’s clear, it’s inspiring – and it’s impossible to misunderstand.
Compare that with this:
“Reach the largest daily audience in the world by connecting everyone to their world via our information sharing and distribution platform products and be one of the top revenue generating Internet companies in the world.”
That mouthful appeared on a slide at Twitter’s first analyst day. Inspiring? Do you even understand what the hell its trying to say? It could mean anything and everything – and that’s the problem.
Imagine your first day on the job at Amazon in the Kindle division. You ask, “So what is our mission? What are we trying to do?” In answer, someone might hand you a piece of paper, and tell you: “We want to make that.”
A good product vision is inspiring and motivating; an irresistible imagined future that pulls you towards it like gravity. But a good vision is also impossible to misunderstand. Everybody should share the same view, and be pulled in the same direction.