Product Vision

Set a great product vision your team can cheer for.


Product Vision 101

The product vision doesn’t stop at a punchy one-liner that promises a bucket of gold at the end of the rainbow. It includes a measurement framework for how your product will solve your user's problem (outcome metrics), and how you'll team will get there (strategies, tactical initiatives and KPIs). Product managers who love to build purpose-driven teams, we built this guide for you.

Chapter 1

How to use your product strategy and product vision to plan your roadmap

Chapter 2

How to set and achieve product goals using objectives and key results (OKRs)

Chapter 3

Develop a product innovation strategy using the Jobs-To-Be-Done framework

Chapter 4

Find your product differentiation strategy using an analytical framework

“If you want to build a ship, don't drum up people to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea.”

—Antoine de Saint-Exupery,
author of The Little Prince
multiple yellow rectangular prisms surrounded one taller orange prism

What's product vision?

Your product vision is meant to keep you and your team’s efforts on track. It starts with crafting a solid product vision statement that should resonate with you, your team and your company—but there’s a lot more work involved. As a product manager, you need to be able to communicate it effectively to the team, the stakeholders, and your customers.

When you start by building an actionable, user-centric vision statement, you can trust that your product goals, product strategy and product roadmap are on the right track. Because the product vision is one of the pillars of building the right product, it’s important to spend time making sure it’s tangible, achievable and meaningful.

Use the tools in this guide to craft, build and reinforce a product vision that will guide your decisions, before any prioritization work comes into play.

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