The Power of Product Vision: Why You Need One and How to Create It
What is a Product Vision
A product vision is the superhero plan for creating something incredible. In simple words, it’s the “what” and “why” behind the product’s existence; a dream that keeps everyone focused on building something amazing.
For example, when Apple was working on the iPhone, the product vision wasn’t just about a phone with a touchscreen. It was about revolutionizing how people communicate, bringing technology into their daily lives seamlessly.
Levels of Product Vision
1. Company Vision: A statement that describes the ultimate purpose and goal of the organization. It answers the question: why does the company exist and what does it aspire to achieve?
2. Product Vision: A statement that describes the overarching long-term mission of the product. It answers the question: why are we creating the product and what do we hope to accomplish with it in the future?
3. Area or Feature Vision: A statement that describes the specific value and benefit of a particular area or feature of the product. It answers the question: how does this area or feature contribute to the product vision and the customer’s needs?
Here are some examples of the 3 levels of vision for different companies and products:
Why do we need a Product Vision?
Let’s look at the iPhone again to understand why product vision is a game-changer:
1. Guiding Light: A product vision provides a clear direction. For the iPhone, Apple’s vision wasn’t just to make a phone but to create a device that redefines how people interact with technology.
2. Inspiration Source: It sparks creativity and innovation. Apple’s vision inspired designers and engineers to think beyond traditional phones, leading to the birth of a touch-sensitive marvel.
3. User-Centric Focus: A strong vision keeps the user in mind. Apple envisioned a phone that not only made calls but also seamlessly integrated music, internet, and more, putting the user experience at the forefront.
4. Team Alignment: The vision unites the team. Apple’s vision of a revolutionary device ensured that everyone, from developers to marketers, worked in harmony toward a common goal.
5. Competitive Edge: A compelling vision sets a product apart. The iPhone wasn’t just another phone; it was a ground-breaking concept, giving Apple a distinct edge in the market.
6. Adaptability: It allows for adaptation. Apple’s vision evolved with technology, incorporating new features and staying ahead of competitors.
7. Customer Connection: A clear vision creates an emotional connection with customers. People didn’t just buy an iPhone; they bought into the vision of a connected, technologically advanced lifestyle.
8. Long-Term Planning: It aids in long-term planning. Apple’s vision for the iPhone wasn’t just for the first model but for an entire ecosystem of devices, ensuring sustained success.
9. Motivational Force: The vision motivates the team in the hardest of times. Knowing they were part of something transformative fuelled Apple’s team, leading to continuous improvements and iterations.
10. Market Resilience: A strong vision helps navigate challenges. Apple’s unwavering vision allowed it to weather market changes and competitors, remaining a leader in the tech industry.
How to create a Compelling Product Vision?
A compelling product vision is a beacon that guides every decision. It should not only capture what the product is but also inspire everyone involved to work towards a shared and exciting future. The process involves a balance of understanding your product’s purpose, envisioning possibilities, and staying aligned with user needs and market dynamics.
Let’s break down the process into actionable steps:
1. Understand Your Purpose:
Clearly define why your product exists beyond its basic function. What problem does it solve, or what experience does it enhance? For Apple’s iPhone, the purpose was not just to make calls. It was about redefining how people interact with technology in their daily lives.
2. Envision the Future
Picture what success looks like for your product in the future. How will it impact users’ lives? Apple envisioned a future where a single device seamlessly integrated communication, music, internet, and more.
3. Define Core Values
Identify the values that will define your product. Is it about simplicity, innovation, or reliability? Apple’s commitment to design excellence and user experience became integral to the iPhone’s vision.
4. Consider User Experience
Think about how users will interact with your product. What should their experience be like, and how can it be exceptional? The iPhone’s touch interface revolutionized user experience.
5. Align with Market Needs
Understand the market. What gaps exist, and how can your product address those needs better than others? Apple identified the need for a device that combined various functions seamlessly.
6. Inspire and Motivate
Your vision should excite and motivate your team. What can your product achieve that would make everyone proud to be a part of it? Apple’s vision for the iPhone inspired a team to create something beyond a traditional phone.
7. Think Long-Term
Consider the long-term impact of your product. How will it evolve and stay relevant in the coming years? Apple’s vision for the iPhone extended beyond the first model to create an ecosystem.
8. Communicate Clearly
Your vision should be easily communicated and understood. Avoid jargon and articulate it in simple terms. Apple communicated the iPhone as more than a phone — it was a device that changed how people live.
9. Encourage Iteration
Be open to refining your vision based on feedback and changes in the market. Iteration is key to long-term success. Apple continually improved the iPhone, iterating on the vision with each model.
10. Evoke Emotion
Consider how your product can evoke emotions. What will make users feel connected to it? Apple’s vision for the iPhone created an emotional connection with users.
How to practice writing a Product Vision?
Creating a vision is as fun as making up stories with your friends. Close your eyes and imagine your dream toy. What does it do? How does it make people feel? That’s your vision! Now, write it down, draw it, or even sing a song about it. Your dream is the guiding star.
1. Dream Journal: Keep a journal of your craziest ideas — it stirs up your creativity and also acts as a secret treasure chest of possibilities.
2. Time Travel: Practice this for 5 minutes daily. Choose a product and imagine it in the future — what does it look like and how does it work?
3. Superhero Powers: If your product had superhero powers, what would they be?
4. Study Existing Products: Analyze successful products and their visions.
5. Fictional Vision: Create visions for products that don’t exist; how about a futuristic wearable that enhances productivity. Give it a try!
6. Storyboarding: Develop visual storyboards and vision boards to illustrate your product vision.
7. Feedback: Share your product visions and seek constructive feedback.
8. Update: Attend events to learn from industry leaders and understand diverse perspectives on product vision and keep updated with latest industry trends.
9. One-Liner: Adapt your vision in one line for various stakeholders and see how it can impact different audiences.
The Biggest Confusion: Vision Vs Strategy
Imagine you’re baking cookies. Your vision is to make the tastiest cookies ever. The strategy is the recipe — the step-by-step plan to achieve that delicious vision. So, while vision is the dream, strategy is the path to get there.
A product vision is the panoramic view of what a product aspires to become. It encapsulates the essence of the product’s existence, outlining the ‘why’ and ‘what’ in clear terms. It’s the grand narrative that inspires and motivates, a forward-looking declaration of the impact a product intends to make on the world. For instance, when Apple envisioned the iPhone, it wasn’t merely about creating a phone with a touch screen; it was about fundamentally altering how people interact with technology in their daily lives.
On the other hand, product strategy is the meticulous game plan laid out to transform that vision into reality. It involves the nitty-gritty details, the ‘how’ of achieving the lofty objectives set by the vision. While the vision is expansive and future-oriented, the strategy is grounded and focused on the present. If the vision is the destination, the strategy is the step-by-step journey to reach there. Take Apple’s iPhone again — the strategy involved iterative product releases, marketing campaigns, and ecosystem development to bring the visionary iPhone concept into the hands of millions.
In essence, while vision provides the overarching direction, strategy offers the executable steps to manifest that vision. Vision is about seeing the forest, understanding the purpose, and envisioning the impact. Strategy, on the other hand, is about navigating the trees, planning each move, and adapting to the changing terrain. Both are indispensable components of successful product development, working hand in hand to turn dreams into tangible, impactful realities.
What’s a Product Vision Board?
A Product Vision Board is a visual tool that helps articulate and communicate the overarching vision for a product in a concise and accessible format. It serves as a strategic roadmap, capturing key elements of the product vision in a single, organized space. This board is particularly valuable in collaborative settings, fostering alignment among team members and stakeholders.
The typical components of a Product Vision Board include:
1. Vision Statement: A brief, inspirational description that encapsulates the essence of the product vision.
2. Target Customer: A depiction or description of the ideal customer or user persona that the product aims to serve.
3. Needs and Pains: A section outlining the specific needs and challenges of the target customer that the product intends to address.
4. Value Proposition: A concise statement highlighting the unique value the product brings to the target customers, emphasizing the benefits they will receive.
5. Features and Capabilities: Key functionalities and features that align with the vision, showcasing how the product will fulfil the needs and desires of the target customer.
6. Success Criteria: Clearly defined metrics or indicators that will measure the success of the product in realizing its vision.
7. Competitive Landscape: An overview of competitors and how the product differentiates itself in the market.
8. Key Initiatives: High-level strategies or initiatives that will be undertaken to achieve the product vision.
9. Risks and Mitigations: Identification of potential challenges or risks, along with proposed solutions or mitigation strategies.
10. Timeline: A timeline or roadmap outlining major milestones and the expected timeline for achieving the vision.
By visually representing these elements on a single board, the Product Vision Board facilitates a shared understanding among team members and stakeholders, fostering a collaborative approach to realizing the product’s overarching goals. It serves as a dynamic tool that can be updated and iterated upon as the product evolves and as new insights emerge.
Case Study on Product Vision
Case Study: Amazon’s Vision for Customer-Centric E-Commerce
Background: Founded by Jeff Bezos, Amazon’s vision is succinctly articulated as “to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.” This vision has been a driving force behind Amazon’s evolution from an online bookstore to a global e-commerce and technology giant.
Vision Impact:
- Customer-Centric E-Commerce: The core of Amazon’s vision is prioritizing the customer experience.
Impact: Amazon’s commitment to customer satisfaction has set a new standard for e-commerce, emphasizing convenience, reliability, and a vast selection of products. - Prime Membership Program: The vision extends to fostering customer loyalty and satisfaction through programs like Amazon Prime.
Impact: Amazon Prime, with its fast shipping, exclusive deals, and streaming services, has not only increased customer retention but also influenced industry-wide subscription models. - Marketplace for Third-Party Sellers: Making everything accessible aligns with opening the platform to third-party sellers.
Impact: Amazon Marketplace has empowered small and large businesses globally, providing a platform for them to reach a massive customer base. - Logistics and Fulfilment Centers: Ensuring customers can find and discover anything involves efficient logistics and delivery.
Impact: Amazon’s extensive network of fulfilment centers and advanced logistics systems ensures swift and reliable delivery, reinforcing the vision’s commitment to accessibility. - Amazon Web Services (AWS): Universal accessibility extends to technology infrastructure with AWS.
Impact: AWS, born out of Amazon’s need for scalable and reliable computing power, has become a leading cloud services provider, catering to a wide range of businesses globally. - Innovations in Shopping Experience: The vision involves constant innovation in the online shopping experience.
Impact: Features like one-click purchasing, personalized recommendations, and voice-activated shopping via Alexa enhance the ease and convenience of the customer experience. - Kindle and E-Books: Making anything discoverable includes expanding into digital content.
Impact: Amazon Kindle and the Kindle Store revolutionized the way people discover, purchase, and read books, expanding Amazon’s influence beyond physical goods. - Acquisitions for Diversification: Diversifying offerings aligns with meeting diverse customer needs.
Impact: Acquisitions like Whole Foods and Zappos broaden Amazon’s product range, catering to different customer segments and preferences. - Data-Driven Personalization: The vision involves leveraging data to enhance customer experiences.
Impact: Amazon’s use of data analytics for personalized recommendations contributes to a more tailored and satisfying shopping journey. - Sustainability Initiatives: Earth’s most customer-centric company includes environmental responsibility.
Impact: Amazon’s commitment to sustainability, with initiatives like Shipment Zero and The Climate Pledge, reflects the integration of environmental consciousness into the customer-centric vision.
Amazon’s relentless focus on being customer-centric has not only shaped the company’s growth but has redefined customer expectations in the e-commerce and technology space. The impact of this vision is evident not only in Amazon’s success but in the broader influence it has had on the industry’s approach to customer satisfaction and experience.
How to answer Product Vision questions in interviews
Another article coming soon! Stay tuned.
