A video tutorial with exercises and reading.
Reading
Based on the Long-Term Product Goals (PDF) paper - read the paper before or after this tutorial.
Questions, answers, discussion
Please post any questions about this tutorial in the product discussion groups. If your plan allows for mentoring time book some time to go over the result of your exercises.
Chapter 1
Introduction to long term product goals (video 12 minutes)
Exercise 1.1: Write down your product cycles - cadences and rhythms - at the near term, medium term and long term.
Use this Product Cadences sheet to get started
Can you give dates of each cycle? What events will occur at the start and end of each cycle?
What other corporate cycles do you need to consider? e.g. budget cycles or quarterly budget reviews - What external cycles and events do you need to consider? e.g. industry conferences, political changes
Finally, can you draw these cycles as three concentric circles like in the video?
An aside: Daily planning and rapid response (video, 4 minutes)
Chapter 2
Benefits of Product Goals (video, 12 minutes)
Exercise 2.1: Draw up a list of benefits you hope to get from thinking ahead to set product goals and objectives.
Consider if some benefits are specific to the time frame (now, new future, long term).
Use this template to get started.
An aside: Goals and Objectives, the same but different (video, 2 minutes)
Chapter 3
Moore Product Vision (video, 10 minutes)
Exercise 3.1: Use Moore’s template to write a vision statement for your product.
If you don’t have a current product then dream up a new one or imagine you are launching a recent one, e.g. An Uber style taxi app, or food delivery service.
Complete Moore’s template for your product
Chapter 4
Amazon style press release (video, 11 minutes)
Exercise 4.1: Take this press release, read and consider about what you could do to improve it? - try to rewrite it.
Exercise 4.2: Use this press release template to write a statement for your product. Again, if you don’t have a current product then get imaginative, or just copy a recent innovation.
Chapter 5
Intermission about the creative process (video, 9 minutes)
Chapter 6
FAQ and Fan mail (video, 7 minutes)
Exercise 6.1: Start your FAQ
Start your FAQ now: seed it with at least two questions.
This FAQ starter sheet might be useful.
Exercise 6.2: Fan mail
Now you have your Moore’s product vision, press release and initial FAQ try to write a piece of fan mail you would like to receive about your product.
If you are stuck continue this letter and make it your own.
Chapter 7
Bring it all together (video, 15 minutes)
Exercise 7.1: Write your action plan for what you do next.
- Start by thinking about what you would like to achieve - what goal will you set yourself?
- Brainstorm what you action you could take now to advance on that goal. Think of at least six options.
- For each of the six options consider what help or resources you would need.
- Pick three of the options to pursue and set yourself a deadline. Check back with yourself every few days.
Use this action planning sheet to summarise your thinking.
Slides
Download: Slides for Introducing Product Goals
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