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Product Management

Product Vision

146 people are learning this skill right now!
A product vision is a description of a product that leaps into the future in order to communicate where a product is going. Describing the future state helps inspire and motivate team members, stakeholders, and customers. It also helps team members operate more independently and successfully by having clear agreement on the big picture and what problems a team is setting out to solve. Tactically, team members can use the product vision to see if day-to-day decisions are in Alignment with the vision.
Product Vision is part of our Product Management Career Leveling Framework. Explore next steps in your career from this industry-standard model.

  1. Intro to Product Vision

    Product vision is a statement that describes the future of a product and sets a direction for the team. It is an essential tool for product managers to align stakeholders and guide the development process.

  2. How to Communicate a Product Vision

    Effective communication of a product vision requires clarity, simplicity, and consistency. Product managers should use Storytelling techniques, visual aids, and stakeholder feedback to craft a compelling vision that resonates with everyone involved.

  3. How Product Visions Are Used

    Product visions are used to inspire and motivate teams, align stakeholders, prioritize features, and evaluate progress. They help product managers make strategic decisions, anticipate market trends, and stay focused on the customer's needs.

  4. Product Vision Examples

    A collection of product vision examples from top companies. These companies use their product vision to create a sense of purpose, inspire creativity, and build a culture of excellence.
    • Flyt logo
      How we did Product Vision at Flyt

      Ricardo Clerigo, VP of Product, Flyt

      Ricardo walks us through the 3 stage process Flyt used to formulate their product vision.
    • Slack logo
      We Don’t Sell Saddles Here

      Stewart Butterfield, CEO & Co-founder, Slack

      Stewart sent this memo when Slack launched, explaining how Slack's value proposition is translatable into what their customer want. They are not selling group chat, or a collection of features, but rather valuable results that their customers get, such as "75% less email".

  5. Product Vision Cheat Sheet

    Here is a quick reference for the top 5 things you need to know about Product Vision.

    1. Step 1: Define the Vision
      • Clearly articulate the long-term direction and purpose of the product.
      • Align the vision with the company's mission, goals, and market opportunities.
    2. Step 2: Understand the Market and Customers
      • Conduct market research to identify customer needs, pain points, and emerging trends.
      • Analyze competitor products and market dynamics to uncover opportunities and differentiators.
    3. Step 3: Collaborate with Stakeholders
      • Engage cross-functional teams in shaping the product vision.
      • Incorporate feedback from stakeholders to refine and validate the vision.
    4. Step 4: Create a Roadmap
      • Define key milestones and deliverables to realize the product vision.
      • Prioritize features and initiatives based on strategic goals and customer impact.
    5. Step 5: Communicate and Evangelize
      • Effectively communicate the product vision to internal teams, stakeholders, and executives.
      • Craft compelling narratives and visual presentations to convey the value and impact of the product.

  6. Frequently asked questions

    • How can I ensure my product vision remains relevant and adaptable to market changes?

      Regularly review and update your product vision based on new insights, customer feedback, and market trends. Encourage open communication and collaboration within your team to identify opportunities for improvement and innovation. Be prepared to pivot or adjust your product vision when necessary, while maintaining a clear focus on the long-term goals and value proposition of your product.

    • How do I communicate and align my team around the product vision?

      Involve your team in the process of creating and refining the vision statement. Clearly articulate the vision and its importance to the success of the product and the company. Use visual aids, storytelling, and examples to make the vision more tangible and relatable. Regularly reinforce the vision through team meetings, presentations, and internal communications, and ensure that it guides decision-making and prioritization throughout the product development process.

    • How can I measure the success of my product vision?

      Measuring the success of your product vision involves tracking progress towards the long-term goals and objectives outlined in the vision statement. Define key performance indicators (KPIs) and metrics that align with your product vision and monitor them regularly. Assess customer satisfaction, market share, and product adoption to gauge the impact of your product on the target audience. Additionally, evaluate the level of alignment and engagement within your team and organization, as a strong product vision should inspire and motivate everyone involved in the product's development.

    • How do I balance the product vision with short-term goals and priorities?

      Balancing the product vision with short-term goals and priorities requires a clear understanding of the long-term direction and objectives of your product. Break down the product vision into smaller, achievable milestones and prioritize features and initiatives that align with the vision and deliver value to customers. Use a roadmap to communicate the planned trajectory of the product and ensure that short-term goals contribute to the overall vision. Regularly review and adjust your priorities based on feedback, market changes, and new opportunities, while maintaining a focus on the long-term product vision.