In 30 seconds
- The vision says where the product is going and why it matters.
- Short enough to remember; stable for years.
- It guides the Product Goal, roadmap and backlog.
A simple template
Adapted from Geoffrey Moore's positioning statement:
For [target customer] who [need], [product] is a [category] that [key benefit]. Unlike [alternative], our product [key difference].
What makes a good vision
- Clear: anyone on the team can repeat it
- Focused: one primary customer and problem
- Stable: it shouldn't change every quarter
- Inspiring: it explains why the work matters
How it connects
Vision → Product Goal → roadmap → backlog → Sprint Goal. Each level gets more specific and changes more often. A Product Vision Board is a handy one-page format.
Myth vs reality
Myth · A vision is a mission statement.
Reality · A product vision is specific to one product and its users.
Myth · The vision should be detailed.
Reality · Details belong in the roadmap and backlog.
Myth · Visions change with every pivot.
Reality · Strategy can pivot while the vision stays.
FAQ
Who writes the product vision?
The Product Owner or product leader, with input from stakeholders.
How long should it be?
One or two sentences.
How often should it be revisited?
Yearly, or when the market changes significantly.