Product Vision is a high-level, aspirational statement that articulates the long-term direction and purpose of a product. It provides a clear and inspiring picture of what the product is meant to accomplish, who it is intended for, and benefits it provides to the customers.
A well-defined product vision helps build a shared understanding, align teams, and provide clarity on the desired outcomes for the product.
The importance of Product Vision lies in its ability to inspire, motivate, and guide the product team throughout the product development cycle. It serves as a North Star, helping to keep the team focused on what truly matters and ensuring that everyone is working towards the same goals. It also helps to align stakeholders and customers around a shared vision for the product, which can improve communication, reduce conflicts, and increase the chances of success.
The Product Goal is a specific, relatively short-term, and measurable objective that helps the team make progress towards that vision. It guides the team to focus on delivering incremental value.
Examples of Product Vision:
The Amazon Kindle: "To provide customers with the best possible reading experience on a digital device." The Kindle's product vision is centered around delivering a superior reading experience that replicates the experience of reading a physical book as closely as possible, with features like a glare-free display, long battery life, and access to a vast library of e-books.
Google Maps: "To organize the world's geographic information and make it universally accessible and useful." Google Maps' product vision reflects its mission to provide users with accurate and detailed maps that help them navigate the world around them, with features like turn-by-turn directions, real-time traffic updates, and user-generated reviews.
Netflix: "To become the world's leading internet television network, offering a wide range of TV shows and movies to our members." Netflix's product vision centers around providing users with a vast library of high-quality streaming content that they can access anytime, anywhere, with features like personalized recommendations, ad-free viewing, and offline downloads.
Tesla Model S: "To accelerate the world's transition to sustainable energy by creating the safest, most compelling car ever produced." The Model S's product vision reflects Tesla's commitment to promoting clean energy and reducing carbon emissions, with features like a high-performance electric drivetrain, advanced safety features, and a sleek, futuristic design.