Cagan argues that iPhone-level, world-changing ambition sets an unnecessarily high bar for a Product Vision. His preferred standard is simply making customers' lives genuinely better — illustrated by Workiva, an unglamorous SEC-compliance software company he calls one of the best places to work despite having no world-changing narrative.
Distinct from Audacious but Calibrated: Vision Must Match Company Readiness, which addresses matching ambition to a company's readiness; this concept instead lowers the bar for what counts as a worthy vision at all.
Don't discard or feel embarrassed by a vision just because it isn't world-changing — durable customer value in an unglamorous category is a legitimate, sufficient bar.