Crafting a compelling product vision | Ebi Atawodi (YouTube, Netflix, Uber)

Ebi Atawodi is Director of Product Management for the Creator Experience at YouTube, former Head of Product at Uber, and a former Director of Product (Payments and EMEA) at Netflix. Known for crafting a strong, unified vision, Ebi empowers her teams to achieve outsized outcomes. In today’s episode, we go deep into vision and strategy, including: • The four key elements of a good vision statement • Three ways to determine your mission • The four pillars of great product management • How writing helps you gain clarity • How culture influences product • Tips on how to structure a strategy session • Advice on building team culture and improving work relationships • What’s coming soon at YouTube — Brought to you by Sidebar—Accelerate your career by surrounding yourself with extraordinary peers: https://www.sidebar.com/lenny?utm_sou... | Jira Product Discovery—Atlassian’s new prioritization and roadmapping tool built for product teams: https://atlassian.com/lenny/?utm_sour... | Wix Studio—The web creation platform built for agencies: https://www.wix.com/studio?utm_source... Find the transcript and references at: https://www.lennysnewsletter.com/p/cr... Where to find Ebi Atawodi: • X:   / ebiatawodi   • LinkedIn:   / ebiatawodi   • YouTube mixes:    / @ebiatawodi   Where to find Lenny: • Newsletter: https://www.lennysnewsletter.com • X:   / lennysan   • LinkedIn:   / lennyrachitsky   In this episode, we cover: (00:00) Ebi’s background (04:31) Four key elements of a product vision (08:14) Examples of lofty but attainable visions (11:43) Vision vs. mission  (13:23) Examples of visions and missions from notable companies (15:00) A simple framework for outlining a vision  (20:51) Other methods for outlining a vision  (23:29) The impact of writing clear headlines (26:41) Using mockups to frame your vision (28:24) A step-by-step approach to developing a vision (32:58) Ebi’s “10 Things” document (37:47) A quick summary of Ebi’s tips (40:56) How to use the “10 Things” doc in a strategy session (43:11) The three concentric circles of evangelizing  (47:48) The cadence of developing a vision and bringing it to life (49:26) Visions vs. micro visions (52:58) First steps in developing a vision (55:12) Infrastructure is the product (56:39) Clarity and conviction, the main jobs of PMs (59:58) Ebi’s narrative doc (1:04:59) Conviction, its role in the job, and how to build it (1:08:20) How to build company culture (1:17:06) The monolithic culture at Uber (1:19:09) The culture Ebi embeds in her teams (1:23:58) How to evaluate your relationship with your engineering manager  (1:26:02) What’s new at YouTube (1:29:22) Ebi’s closing thoughts (1:30:45) Lightning round Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email [email protected]. Lenny may be an investor in the companies discussed.