» Every decision is a trade-off — deciding what not to do is just as important as deciding what to do

» A good product vision captures customer, user, value proposition and links to organisational objectives

» Interrogate your goals: “For this to happen, what must be true?”, then mark which are facts or assumptions

» Avoid jumping on the first idea — check what problem we think it solves, then ask, “How else could we do this?”

» Take a systematic approach to evaluating multiple solutions to the same opportunity

» ‘Assumption’ is just another word for ‘things we believe’

» When there are many opportunities in contention, assess whether it’s worth solving the problem

» We tend to come up with solutions before defining the problem they solve