Introduction
Product Vision describes the purpose of a Product. It serves as the guiding star for teams, ensuring transparency, inspiration, and focus.
A good Product Vision expresses the value the Product should deliver and to whom that value is delivered.
In this blog I will share few insights on what the Product Vision is and how to craft one.
What is a Product Vision?
Product Vision is a concise statement that captures explicitly the essence of what a product aims to achieve.
It describes in business language the problem specific product solves, the target audience and the long-term value it delivers to stakeholders, clients or end-users. It is owner by the Product Owner but its development requires input from stakeholders and the Scrum Team(s).
Think of a Product Vision as the “WHY” behind the Product.
Why is a Product Vision Important?
It is important because it is a free-standing, transparent instrument that enables stakeholders and the Scrum Team to understand the intention of a Product.
Product Vision exist in the context of two other critical elements: Business Strategy and Product Strategy.
Acts as a glue that connects the work of the Developers with the strategy of business and organization.
Steps to Craft a Powerful Product Vision
Step #1 – Understand Your Audience and Market
In order to build a meaningful and impactful Product Vision, Product Owners must start with understanding who your Product is for and the environment it will thrive in.
- Identify your target audience – Understand their demographics, behaviors, and pain points. Think about ‘how you are going to solve their problems’
- Explore and unfold market landscape – Research about the competitive environment, market trends, and potential gaps your Product can fill. Tools like Porter’s Five Forces or PESTLE analysis can help with mapping the external environment
Why this matters?
Product Vision that resonates with your users is rooted in a clear and transparent understanding of their challenges and desired. For example, if your audience is struggling with time-management, your Product can empahsize saving their time or making workflows more efficient.
Step #2 – Define the Problem Clearly
A product that tries to solve “everything” ends up solving nothing!
Product Owners, Product Vision should succinctly define the problem it addresses for end-users.
- Specificity is key – Write the problem in clear and simple terms that anyone can understand
- Focus on user problems (pain points) – Identify and describe the gap between what users currently experience and what they desire
Example in real scenario:
Vague: “We want to improve communication for business.”
Specific: “We want to enable hybrid teams to collaborate in real time, without juggling multiple tools.”
Why this matters?
Clearly defined problem ensures that everyone understands the product’s prupose, preventing confusion and misalignment.
Step #3 – Focus on the Outcome, Not the Features (functionalities)
Product Vision is about what you want to achieve (resuls), not how you’ll get there. It communicates the destination, the change your product will bring to users lives.
- Outcome-oriented thinking – Describe how the product will improve lives or solve problems
- Avoid functionality lists – Functionalities changes as the product emerges (grow) but the core outcomes remains constant.
Example in real scenario:
Vague: “We want to create a cloud-based CRM with analytics and customizable dashboards.”
Specific: “We want to empower business to make data-driven decisions effortlessly.”
Why this matter?
Outcomes inspire. Functionalities don’t. Focusing on the result, your product will ensure that vision remains relevant even as technology or business needs evolve.
Step #4 – Make it Inspiring
Strong Product Vision captures hearts and sticks in minds. Aim for simplicity, clarity and inspiration.
- Use vivid, emotional language – Avoid corporate jargon. Speak in terms of aspirations and values
- Keep it short and sharp – Great Product Vision is easy to repeat and short. Aim to one or two sentences
Example in real scenario:
Apple’s vision for the iPhone wasn’t about megapixels or processors. It was about “Reinventing the phone to put the power of the internet in your pocket.”
Why this matters?
People remember stories and bold aspirations, not dry technical descriptions.
Step #5 – Involve your Scrum Team and Stakeholders
Collaboration is critical for success when creating a Product Vision. Taking into account diverse voices and feedback helps to resonate widely and gains buy-in.
- Brainstorming sessions – Workshops are good idea to generate ideas and uncover unique perspectives from different areas (engineering, design, marketing, sales, etc)
- Implement feedback – Share drafts with stakeholders and revise based on constructive feedback
Why this matters?
When everyone feels involved and part of Product Vision, they’re more likely to live the vision and put their efforts towards achieving it.
Step #6 – Continuously Revisit and Refine
Product Vision should emerge as the market changes and your understanding of user needs deepens.
- Frequent inspection and adaptation – Reassess Product Vision during major product milestones or market shifts
- Refine without losing focus – Tweaks are fine, the core aspiration should remain intact
Example in real scenario:
Netflix’s original vision was about DVD rentals. As technology evolved, their vision pivoted to “Becoming the world’s leading streaming entertainment service.”
Why this matters?
Sticking to an outdated vision can reduce growth. Regularly revisiting ensures your product remains relevant and forward-thinking.
Conclusion
When done right, a Product Vision is more than a statement.
It becomes the DNA of your product strategy, driving focus, alignment, and inspiration.It’s the blueprint for long-term success and a motivator for teams to push boundaries.
