AMA: Adobe GM / Head of Product, Sriram Iyer on Product Vision

Some elements to consider -  1. Market - Market landscape, gaps, and market opportunities. You want to work on an impactful problem area. Key Geos you will play in. etc. 2. Key vectors - I also like to play at the intersection of 2-3 key growth vectors - so I know directionally I am betting in the right space. So, for example, you could be bullish on video as an explosive growth area for content and creativity and marketing, and you could be bullish on cloud as a universal enabler for key digita ...Read More

I like to think of it as a set of "converge and diverge" thinking exercises. Usually, I like to start with a blank page and write down my hypothesis. Something that I've observed in talking with customers, or a gap that I'm seeing emerge as I study the market and opportunities, etc. Then I like to bring a small cross-functional team together (think product, research, design, marketing, etc.) to talk about the hypothesis and see if it resonates. Ideally, you want research to take lead and further ...Read More

Metrics are absolutely necessary when building your vision board. As you think of metrics, think of what will really define success? And how will we as a team measure success? Here are a few examples of key questions teams try to answer as they think of crafting metrics for their vision canvas -  1. What KPIs will you use to define success? 2. What are your product goals and outcomes? 3. What are your quality goals and outcomes? (Performance and Stability goals for example) 4. How will you measu ...Read More

Pretty much the same stencil that I used to answer the previous question. If you are pivoting, I'd assume that one or more of these elements below have changed. So I'd use this framework to re-examine the sweet spot that you need to land on to be effective and win this next time around. Some elements to consider - 1. Market - Market landscape, gaps, and market opportunities. You want to work on an impactful problem area. Key Geos you will play in. etc. 2. Key vectors - I also like to play at the ...Read More