Vision statements that place product at the center of the vision are only useful as long as nothing better comes along , there is no deviation in market conditions and there in no disruptive technology that is invented.
This thus makes a lot of finite minded assumptions which renders the product extinct in a scenario when a new player comes up with a disruptive product.
Also communicating the product as the “best” in the vision statement makes the company statement fall flat when a newer better product is eventually invented by a disruptive player and hence instead of focusing on the product it would be much better to highlight what consumer pain point the product would be able to solve.
Simon Sinek highlights these points while mentioning about “A Just Cause” in his book titled “The Infinite Game”.
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