Product Vision: The Definitive guide
All you need to know to craft your Product Vision with the best framework out there
Despite the plethora of articles on product execution, delivery, and strategy, the core concept of Product Vision often remains overlooked. How many professionals truly understand the Product Vision of the products they're working on or the mission and vision of their own companies? This absence is all too common.
A clear Product Vision is crucial, yet frequently undervalued. It answers fundamental questions about your commitment to and belief in your product, which is the essence of all product-related efforts.
This guide will empower you to develop your Product Vision from the ground up, using a straightforward, step-by-step framework. You'll learn to align your high-level strategy and roadmap with your Vision, providing a 'north star' to guide your daily actions and decisions.
Note: My inspiration for this guide came from Eli Atawodi’s insights on Lenny’s podcast, which have been transformed into a practical tool for shaping Product Vision. It's a tribute to visionary leaders like Ebi, whose teachings are invaluable, especially for those outside the US mainstream.
What is a company’s Mission and Vision vs. what is the Product's Mission and Vision?
The mission of a company is its fundamental purpose, the reason it exists. It's a declaration of its core values and objectives. For example, a company might have the mission to innovate in technology to improve people's lives.
The vision of a company is a future-oriented declaration of its goals and aspirations. Where does the company aim to be in the future? Using the previous example, the company's vision could be to become the leader in sustainable tech, enhancing global connectivity.
A different example with “claiming Mount Everest”: The Mission is why we are climbing (to prove ourselves that we can do it, to honor somebody, for charitable reasons) and the Vision is literally what we are going to see at the peak (describing the view/picture we think we will see at the peak)
A product mission, on the other hand, is more narrowly focused on the purpose of a specific product (the why). It defines the intended impact that product will have on its users or the market. For instance, a product mission might be to provide the most user-friendly product management tool.
A product vision details what the product aims to become or achieve in the long term. It's a strategic roadmap for the product. Following the same example, the product vision could be to set a new industry standard for product management interfaces.
The main difference lies in their scope: company mission and vision are broad, encompassing all operations and potential markets, while product mission and vision are specific to a particular product within the company's portfolio.
You need to know your company’s Mission and Vision to be able to craft the mission and Vision of the product. Let’s see some examples of well-known companies.
Examples of famous companies and product mission and Vision
Google
Company Mission: "To organize the world's information and make it universally accessible and useful."
Company Vision: "To provide access to the world's information in one click."
Google's Search Engine
Mission: To enable instant access to global information through a simple, powerful search platform.
Vision: To be the world's go-to resource for knowledge discovery, where any question can be answered with a single search query.
Apple:
Company Mission: "To bring the best user experience to its customers through innovative hardware, software, and services."
Company Vision: "To be at the forefront of technology and provide products that inspire creativity and challenge the status quo."
Apple's iPhone
Mission: To deliver a seamless mobile experience through cutting-edge technology and user-friendly design.
Vision: To define the future of mobile communication and personal technology, continually pushing the boundaries of what's possible.
Amazon:
Company Mission: "To be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online."
Company Vision: "To build a place where people can come to find and discover anything they want to buy online and strive to offer the lowest possible prices."
Amazon's Kindle
Mission: To revolutionize reading by making books more accessible and portable than ever before.
Vision: To be the preferred reading solution worldwide, giving users instant access to any book in a convenient digital format.
Uber:
Company Mission: "We ignite opportunity by setting the world in motion."
Company Vision: "Transforming the way people and things move through cities, Uber aims to make transportation more accessible and reliable."
Uber's Ride-Sharing App
Mission: To provide a reliable and affordable transportation alternative, enhancing the way people commute.
Vision: To become the most efficient and user-centric transportation network, reducing the need for personal car ownership.
Airbnb:
Company Mission: "To create a world where anyone can belong anywhere, providing healthy travel that is local, authentic, diverse, inclusive, and sustainable."
Company Vision: "Building an inclusive community that helps to create a world where everyone can feel at home wherever they go."
Airbnb's Online Marketplace
Mission: To enable travelers to find and book unique accommodations around the world easily.
Vision: To be the most trusted and versatile travel accommodation option, providing a home away from home for every traveler.
Crafting your Product Vision Step by Step
Every product needs a Vision. Period. It’s surprisingly simple, yet many products are still in search of a clear vision. You need to imagine what your product will represent in 3 to 5 years. If you're unsure, now's the time to start. Imagine your product, rich with features and used by millions. Here's what your Product Vision should include:
Characteristics of a Great Product Vision
First, it needs to be lofty: It should evoke passion, embodying a noble goal beyond mere profit or market dominance. Your vision must be a strong attraction for everyone.
Second, it needs to be realistic and attainable:
While it should spark wonder, it also needs to be grounded and accessible to all.Third, it should be devoid of any tech or limitations of today’s tech:
Don't be constrained by current technology. Think about the advancements the next five years could bring.Finally, it must be grounded in a very clear and potent problem. A user problem:
It should tackle a prominent issue, providing a definitive solution as the product evolves to its final state.
By refining these elements, your Product Vision will not only guide development but also inspire your team and resonate with users.
Mockups to Frame Your First Product Vision Draft
There are 3 approaches to draft your first Product Vision:
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