1. Sue Ryu
sryu914@gmail.com
Vision

2.  Why vision?
 What in a Vision Statement?
 How Great Leaders inspire action?
 Approach and Hindrances
 How To Measure success?
 Vision Example
 Next Steps
Agenda

3. Helen Keller’s Quote
Why Vision?

4.  Paints a picture of future product
that draws people in building it
 Guiding Light
 Shared Understanding and
Responsibilities
 We all are in it together
 The vision pulls you - Motivate
people
 Foundation of building a roadmap
and release plan
Why define a vision?

5.  Who are your users?
 Why your product?
– what value
– what needs
– Competitors – how yours differs from others
 What problem are you solving?
 What is your product?
Vision answers

6. “People don’t buy what you do,
they buy why you do it.”
Simon Sinek
Simon Sinek - How great leaders inspire action

7. “People don’t buy WHAT you do,
they buy WHY you do it.”
- Simon Sinek
Why not What

8.  Apple Computer
 "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. We believe in saying no to thousands of projects,
so that we can really focus on the few that are truly important
and meaningful to us. We believe in deep collaboration and
cross-pollination of our groups, which allow us to innovate in a
way that others cannot. And frankly, we don't settle for
anything less than excellence in every group in the company,
and we have the self-honesty to admit when we're wrong and
the courage to change. And I think regardless of who is in
what job those values are so embedded in this company that
Apple will do extremely well."- Tim Cook, CEO of Apple
Computer (Quoted on CNN Money.com)
Apple Computer Vision Statement

9. Vision Statement

10.  Approach?
What approach is being used to achieve the vision?
 Hindrance?
– What is the biggest hindrance to achieving that vision?
Vision - Approach and Hindrance

11.  How to measure Success?
– ROI, KPI
 ROI statement may say
“The product will cost $500,000. We will have a ROI when
60% of our current users spend $30/month over the next
12 months.”
 KPI statement may be:
"This new website cost $50,000. We indeed have a Return
On Investment because our Sales Key Performance
Indicator shows 70% of our current users (236,103) are
spending an average of $22.50 a month on our site over
the past 12 months."
How to Measure Success?

12. Vision
We believe there’s no bad weather only wrong clothing.
We believe we can help you be prepared for the whole day so that you can enjoy your day!.
Approach
We will make personalized recommendations based on your geo-location and weather
forecast.
Hindrance
Bad weather data. Clothing data/Personalization data. Too much work to customize. Personal
heat index. Other apps.
Ex. of Vision/Approach/Hindrance

13.  An archetype suggests a brand’s tone and
personality
 Personas
– Persona are composite characters that represent typical
users in each target audience segment
– They do not reflect a single person, but rather are a
collection of interviews from people from the same
audience group
 Story Mapping / Release Planning
.
NEXT STEPS