Author of this article: Andreas Soller

Product Vision

A product vision is a clear, inspiring statement that defines the future state your product aims to create. It serves as a guiding north star for the team, aligning efforts and decisions toward a shared goal. By articulating the change your product will bring to the world, a strong vision provides direction, motivation, and a basis for measuring progress.

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What is a Product Vision?

Product vision

Lean and Agile are help us with iteration and feedback loops to develop products faster. However, it is not enough to know how to move, we must also understand where we are going.

A clear product vision provides that direction. It defines the final destination, offers orientation, and keeps the team focused on what truly matters. Progress is measured by how much closer we get to this destination.

In other words, your product is the means to create change. The vision articulates the aspirational change the product will bring to the world.

Product strategy

Product strategy connects the product vision with actionable steps. While the vision defines the destination, strategy outlines how you will get there. It translates the why and what of the vision into the how: the choices, priorities, and paths your team will take to move towards that vision.

Product Vision + Product Strategy

Product Vision + Product Strategy

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Product and Organization

The product vision targets the vision of one specific product.

Multiple product visions, each aligned with the organization’s core purpose, collectively contribute to and advance the broader organizational vision. This ensures that every product’s impact supports the company’s ultimate aspiration. Below are examples of organizations’ visions:

Vision examples

Vision examples

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Characteristics of a vision

“One sign of a good vision is that even if you were to take yourself and your organization out of the picture, you would still want the problem to be solved.”
Dutt, Radhika (2011)

Following Radhika Dutt, a good vision

  1. is centered on the problem you want to solve in the world
  2. is a tangible end state you can visualize
  3. is meaningful to you and the people you intend to impact.

(Cf. Dutt:2011, “The characteristics of a good vision”)

Craft a vision statement

SITUATION
Today when [identified group]
want to [desirable outcome],
they have to [current solution].

PROBLEM
This is unacceptable because [shortcomings of current solution].

VISION
We envision a world where [shortcomings resolved].
We are bringing this world about through [approach].

(Cf. Dutt 2011)

Situation

The vision should be about the impact you want to have in the world.

  • Who? Who are the affected people?
  • What? What is the situation today?

Problem

  • Why? What are the consequences if the status quo remains?

Vision

The vision is about the future the product will bring about for them. Think about the end state you want to achieve for the affected people. The end state must be tangible and visualizable.

Not only will the vision explain the customers why our product exists, it inspires and aligns also the people that work on the product. It must help people to internalize it and make it their own dream.

  • When? When do you know the problem has been resolved? What is the desired end state?
  • How? How does your product fit into the solution?

References and further reading

References:

Long term visions (videos):

Short term visions (videos):

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