Introduction
Product Vision is a mandatory element of every Scrum Team that sets them up for success. In one of my previous blogs I explained what is the Product Vision and how important it is for the Scrum Team and wider organization.
However, many Scrum Teams fall into common traps when crafting and/or maintaining their Product Vision.
Pitfalls like the ones that I will outline in this blog can hinder the progress and lead to maximizing the waste of effort in a Scrum Team and organization.
Anti-Pattern #1 – Vague Product Vision Statemenet
Problem with a vague Product Vision statement is that it lacks speficicity, making the Product Vision really difficult for Scrum Team(s) and organization to understand what they’re working toward.
Statements like or similar to: “We want to be the best in the market” or “Create an innovative product..” provide little to none direction.
Why this happens:
- Because lack of deeper understanding of customer needs
- Potential pressure to move forward quickly without investing time in crafting a clear Product Vision
How to avoid this:
- Possible utilization of tools like Elevator Pitch Template or Vision Box Exercise can help to articulate the Product’s purpose and goals
- Ensure that the Product Vision answers key questions:
- Who is the target customer?
- What problem are we solving?
- How is our solution unique?
Anti-Pattern #2 – Overly Prescriptive Product Vision
Product Vision that dictates specific functionality or technical implementations can undermine creativity and innovation. For example, “Our product must have functionalities X, Y, and Z by Q3″
Focus of the Product Vision always must be focused on outcomes.
Why it happens:
- Stakeholders misunderstand the difference between Product Vision and Product Roadmap or Product Backlog
- Fear of ambiguity leads to micromanagement in a Scrum Team(s) or across the organization
How to avoid it:
- Focus on the outcomes rather than outputs. For example, instead of “Add a functionality X” should be “Improve customer retention by 20% by end of 2024″
- High level of transparency and collaboration between Product Owner and Scrum Team(s) to determine how best to achieve the Product Vision
Anti-Pattern #3 – Lack of Stakeholders Alignment
When stakeholders aren’t on the same page, the Product Vision becomes a moving target. This is a path to conflicting priorities and frustration within a Scrum Team.
Why it happens:
- Key stakeholders are not involved early in the crafting of the Product Vision activities
- Organizational silos that prevents effective communication across the environment
How to avoid it:
- Involvement of all relevant stakeholders in a Product Vision activities workshop to get feedback
- Use tools like Impact Mapping to transparently prioritize and create shared understanding
Anti-Pattern #4 – Static Product Vision
Static Product Vision fails to adapt to changes in the market, customer needs and wants, or organizational strategy.
This can make the product irrelevant over time if the Product Vision is not dynamic.
Why it happens:
- Scrum Teams usually perceive the Product Vision as a “set it and forget it” statement
- Resistance to change or lack of feedback loops in order to unlock learnings about market and end-user needs
How to avoid it:
- Treat the Product Vision as a living artifact, something that evolves based on data and evidence
- Use Sprint Reviews to gather feedback and assess whether the Product Vision still aligns with the market and user needs.
Anti-Pattern #5 – Product Vision that Fails to Insipire the Scrum Team
If a Scrum Team doesn’t resonate with the Product Vision or understand its importance and value, it becomes just another document. This disconnect can result in low morale and diminished effectiveness of a Scrum Team.
Why it happens:
- The Product Owner fails to communicate the Product Vision explicitly and effectively
- The Product Vision is crafted in business jargon that doesn’t inspire or motivate people
How to avoid it:
- Share the Product Vision early and often when developing a Product. Incorporate the storytelling to make it memorable
- Ensure that the Scrum Team understands how their work contributes to achieving the Product Vision
- Frequently and diligently celebrates what you achieve that bring the Scrum Team one step closer to the Product Vision
Conclusion
A strong Product Vision should inspire, align, and guide not confuse or constrain.
By being aware of these anti-patterns and adopting a ways of work to overcome them, Scrum Teams can create a Product Vision that truly supports their Scrum Team(s) and drive product success.
