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Product Vision: What It Is & Why We Need It

April 29, 2024

In the dynamic world of product development, articulating a clear and compelling product vision is paramount. It’s the North Star that guides every aspect of product strategy, design, and execution. It serves stakeholders and teams alike. 

What Is Product Vision?

A product vision is a succinct, inspiring articulation of where your product is heading. It embodies the essence of your product — the core values it upholds, the core needs it fulfils, or the core problems it solves. 

Vision states your overarching goal, the ultimate reason for creating the product. Roman Pichler

It focuses on ‘ ‘Why Are We Creating a Product’ instead of ‘What are we going to deliver’ or ‘How are we going to deliver’. Product Vision is not solution-focused. 

Why It Is Important 

Provides Guidance In Strategic Decision Making: Just as a compass offers direction to a sailor in vast seas, a product vision guides strategic decisions, design choices, and development priorities. It functions as a guide for creating plans, setting goals and objectives, and measuring progress towards these goals. 

Motivates Teams and Individuals: Inspired and motivated teams and individuals help organisations in achieving their goals. A compelling product vision has the power to inspire and motivate. Product Vision transforms day-to-day tasks into steps towards a grand achievement, fostering a sense of purpose and engagement among team members. This sense of purpose drives intrinsic motivation.

Differentiation: In a sea of competitors, a clear and unique product vision helps differentiate your offering. It clarifies why your product exists and why it matters, helping to attract both customers and potential investors who share your vision.

Aligns Teams and Stakeholders: With countless possible features and improvements, it’s easy to become overwhelmed or sidetracked. A product vision acts as a filter, helping teams prioritise work that contributes most significantly to the end goal. This focus aligns everyone towards the larger goal. 

Importance of Product Vision


Who Creates Product Vision 

Everyone involved in product development should be empowered to influence the Product Vision. 

However, I would hold Product Owners accountable for at least having a product vision (even if they don’t create it by themselves) and communicating the Product vision to the rest of the people. 

If Product Owners are not empowered to create the product vision then they should work with senior stakeholders/leaders to come up with a product vision. 


Key Considerations While Creating Product Visions

Align with Core Values and Mission

Your product vision should be a reflection of your company’s core values and overall mission. It’s not just about what you aim to achieve but also how you plan to get there. The vision should encapsulate the principles and ethics that guide your company, ensuring that as the product evolves, it remains true to these foundational beliefs.

Identify the Market Opportunity

A great product vision is forward-looking but grounded in the realities of the market. Identifying current trends, understanding the competitive landscape, and pinpointing gaps in the market are essential steps. How does your product fit into the existing ecosystem? What shifts or emerging needs can your product address? A vision that taps into emerging trends or unserved needs is more likely to capture the market’s imagination.

Consider the long-term potential of your vision in the context of market dynamics. Is the vision adaptable to changes and scalable over time? It should not only address the current market but also have the flexibility to evolve as market conditions change, ensuring long-term relevance and growth.

Deep Customer Insights

The heart of a successful product vision lies in a profound understanding of your target audience. Knowing who your customers are, what problems they face, and what needs remain unmet is crucial. Use market research, customer interviews, and persona development to gather deep insights into your audience’s world. A product vision that resonates with real customer needs and aspirations is more likely to succeed.


Product Vision Key Considerations



The journey from concept to a successful product is fraught with challenges, but a well-crafted product vision ensures you never lose your way. It’s the heartbeat of your product strategy, a source of inspiration, and a beacon of focus. By crafting a clear, compelling vision, you equip your team with the compass they need to navigate the complexities of product development and steer towards remarkable success.

Next Article: Product Vision & Scrum Events 


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