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¶ Product Vision
¶ What it is
A Product Vision sets out a picture of the future of a concept to inform the Production and later Scale processes. Typically vision would be defined two-fold - a “Ground Vision” or MVP, which describes what the first version of a product needs to be based on the learning, and a “Grand Vision” or future vision, which sets out a 5-year perspective of what it could become when it develops well.
¶ Why it is useful
Clearly formulated visions help direct the team's efforts towards the same goal and ensure alignment for everyone working on the project. A strong vision can catalyse a team's efforts and energy and ensure they build towards the same thing.
¶ When to use it
More significant initiatives will benefit from a clear vision, primarily when many team members work on it across several work streams.
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¶ How is it done
- Prepare a visioning workshop by gathering the necessary information from the Experimentation and Concept Review stages and the Vision canvas.
- Challenge the team to formulate a “Grand Vision” - what could this be in 5 years from now, based on what we have learned about the market and customers?
- Then scale down to define a “Ground Vision” - what first achievable product vision can you set that can inform what the MVP will be?
- Share those statements with stakeholders, invite inputs and feedback, and iterate based on that.
¶ Do's & Don't
Do's
- Start with the “Grand Vision” and ensure that the “Ground Vision” fits as a stepping stone toward the Grand Vision. Iterate until they are cohesive.
- Think big when it comes to the “Grand Vision.”
Don't
- For the “Grand Vision,” try not to think present-forward (i.e., incremental), but rather future-backward (i.e., discontinuous), as many trends will change industry and life entirely by then.
¶ Tools needed
- Whiteboard (physical or virtual)
- Post-it notes (physical or virtual)
- Finalised Concept Card
- Vision Statement Template