Reference #302: Empowered
Communicating product vision, principles, and strategy is a critical role of leaders.
Since strong product companies comprise teams of "missionaries, not mercenaries", this communication (evangelising) must be ongoing. You must evangelise in hiring, 1:1s, all-hands meetings, and more.
Each member of the product organisation must believe in the product vision.
Cagan, Jones. Empowered, 2021. (19)