“I had a team focused on the problem of helping celebrities engage with their audience,” Simo explains. “One of the main things that team was working on was a Q&A product that helped celebrities respond to fans via text in comments. But in talking with actual celebrities, the team realized most of them found it more fun and efficient to respond with video. That became the impetus behind Live.”
Had they not focused on the problem (instead of the product they had in mind), they might have continued focusing on tools to make answering questions easier. Instead, they were able to pursue the bigger opportunity to define a completely new form of engagement between celebrities and their audiences.
With an intended outcome as their North Star, product teams are no longer bound by preconceived notions of the possible “products” or “features” they can build — freeing them up to iterate and innovate until they find the best possible solution, even if it’s one they never sought to build when they first got started.