A product vision is a short, concise statement describing our desired future state for the product. It defines the long-term direction, providing a shared understanding for the team and inspiring individuals and teams to work towards it.
We often see product visions written down in old presentations or business cases, but they remain unknown or even non-existent to the team. In these cases, it’s unsurprising that the team and stakeholders feel a lack of direction.
Effective communication is crucial for the vision to have an impact. If the team doesn’t understand or even know the product vision, its existence is practically irrelevant. Collaborative creation or revisiting the vision with the team and stakeholders is an excellent way to ensure everyone is on the same page. You can find a relevant case study here: Where to Start: Solution Vision Workshop
Characteristics of a Good Product Vision:
- Aligned with: Organizational, portfolio, and program vision
- Short and memorable
- Inspiring
- Future-oriented, yet achievable within a specific timeframe (typically 2-5 years)
- Realistic and credible
Some examples:
- Slack: “To make work life simpler, more pleasant, and more productive.” (Focuses on user experience and positive impact)
- Zoom: “To make video communication frictionless.” (Clear and concise, highlighting the main goal)
- Shopify: “To make commerce better for everyone.” (Broader scope, encompassing both businesses and consumers)
- LinkedIn: “To create economic opportunity for every member of the global workforce.” (Focuses on positive social impact)
- Instagram: “To capture and share the world’s moments.” (Simple and captures the essence of the platform)
