Product Vision Flashcards
What does the product vision describe?
The purpose of the product.
A good product vision expresses…
- the value the product should deliver
- to whom that value is delivered
A product vision should be..
- aspirational
- actionable
As it inspires creativity within the team
By whom is the product vision owned?
The product owner. However, the development requires input from stakeholders and the scrum team(s). A good product vision is built incrementally allowing many opportunity for inspection and adaptation.
A product vision exists in the context of two other critical elements..
- business strategy
- product strategy
What does the business strategy provide?
A clear, actionable plan for the business. It describes the initiatives that the business will undertake in pursuit of the company’s mission.
What’s the relationship between the business strategy and the product vision?
The business strategy should provide the business guardrails for the product to operate within. For example, the business strategy will describe market focus, pricing, and value assumptions and have ideas on growth. The product vision describes the direction of the product in pursuit of that strategy.
What is a product strategy?
The product strategy takes the product vision and tells you how that will be executed. The strategy can include a product roadmap, which represents a view of the key product milestones that the product strategy describes.
What does the product strategy define?
The product goal, which is a commitment to the product backlog.
Which 5 characteristics should a good product vision comprise?
A good product vision should be…
- Compelling and aspirational (encouraging others to join the journey)
- Aligned and connected (fit the business strategy; using language that aligns with the product vision with how the organization describes the strategy)
- Transparent and concise (a product vision does not sit on a shelf, gathering dust, but should be available and accessible for everyone)
- Human and relatable (by connecting the product to the people using it, the vision can be more compelling and understandable)
- Clear and unambiguous
One approach to describing the product vision is a simple statement that describes the product. This is known as the elevator pitch. What is the structure?
FOR [Target Audience]
WHO [need, want]
[product name] IS A [market category]
THAT [one key benefit]
[UNLIKE] competition or current situation
OUR PRODUCT [competitive advantage]
