“I’m seeing things Believe me I’ve never seen before Little things Deceive me” Seeing Things, Theme Song, 1981 One common formula for a product vision comes from Steve Blank (2010, 2020). It goes like this: “For <customer segment> our product, <product name> is a <name the sector that customers say> that <benefit>. Unlike <competitors>, our product <discriminator>. Our product is <product name>.” And each bit of that formula can be systematically turned into a set of hypotheses that can be tested and refined until the vision is sufficiently true, or likely, to create a wonderful business if scaled. Blank himself repeats that entrepreneurs are rule breakers, so it’s really up to them which ones they want to break. Osterwalder and[…]