Defining Product Vision

Scope

Covers

• Defining or refreshing a product vision (5–10 year future state)
• Writing a vision statement + short vision narrative (concrete, not a tagline)
• Translating vision into pillars and strategic choices (what we will/won’t do)
• Packaging a “Product Vision Pack” leaders and teams can use as a decision tie-breaker

When to use

• “We need a real product vision (not a slogan).”
• “Leadership isn’t aligned on where the product is going.”
• “Write a vision statement + one-pager for the next 5–10 years.”
• “Bridge our mission to strategy and planning.”
• “We have a big technology vision—what’s the user-friendly product form factor?”

When NOT to use

• You only need a marketing tagline or positioning copy (do marketing/copywriting instead).