Product vision is basically a definition of what a product is about and what it intends to solve or satisfy. It is an expression of a product or product line’s core essence and it points where a particular product is headed. It describes the higher purpose of the product and sets the path through which the product is headed and the value it will provide in the future. It concisely captures the purpose of every company’s service or product and lays out how the product will benefit users.

Product vision helps guide and direct every person involved in its manufacture; from the product management and development to marketing and sales as well as support. It provides a point of reference and acts as the products north star, maintaining everything as it should be when things start to change.

Developing a product vision

For a company to develop a product vision, it must have the end consumer in mind. A good product vision is reinforced by data detailing who the customers are and their needs, a plan for entering the market, opportunities, threats expected and what the ultimate goal is.

The next step is to ascertain the attributes the product requires so as to fulfill the said customer needs. These guide the team and act to clearly show the solution space. Product attributes should be both functional and nonfunctional.

Desirable product vision qualities

A product vision may capture all the details about the customers, the goals and ambitions but still fail to have effect if it lacks some desirable qualities. An effective product vision should be able to appeal to customer’s intellect and emotion as well as motivate them while inspiring them. Some of the desirable characteristics include:

  • Clear. Clarity is a vital feature of any message that needs to be communicated to the customers and this rings true for product vision. A good product vision should be easy to grasp while avoiding confusion and misinterpretation.
  • Stable. Visions may change with changing factors. Small adjustments are allowed provided the value proposition of the item is retained. Big adjustments may cause confusion, project failure and demotivation.
  • Broad. A good product vision is broad and it guides a product’s development while giving the creators breathing space to be creative.
  • Brief and concise. A customer will be more willing to read a short sweet product vision as opposed to a whole paragraph of the stuff. It should only contain critical information and not be turned into a feature list.