My actionable product vision blueprint
The product vision is one of the most important artifacts of a strong product company. When well done, it clearly articulates where the product is going in the next 3, 5, or even 10 years.
When I start talking to companies, they often tell me they have a product vision. It’s usually a short description of what they see their product doing in the future, often something like:
“We’re the next AWS.”
“We’re disrupting the education field by leveraging blockchain combined with gen AI.”
“We’re like Uber, but for boats.”
These statements might provide a vague sense of direction or an idea about your mission. But they're not a product vision.
A product vision paints a clear picture for the team, customers, and investors of what the future looks like. Therefore, when done well, it becomes one of the highest-leverage tools for product companies.
The real impact of a product vision
Having a strong product vision will help you:
Hire the best talent:
Exceptional talent cares about where the company is going, and missionaries (aka the best types of employees to hire) need a mission they can believe in and a vision they can trust to get them there.
Sell your product (internally and externally):
A compelling vision shows your customers and employees where your product is headed, fostering long-term, loyal partnerships that drive business growth.
Inspire your team and investors:
Both investors and your team are motivated by what the company can become. A strong vision shows them exactly what they’re working toward or investing in.
Guide your team:
The vision sets the destination for the company and helps the team focus on the problems worth solving. A great vision is the beginning of a strong product strategy.
The 3 core ingredients of an effective product vision
Here are the ingredients that, when put together, deliver an excellent product vision.
Product Vision blueprint
The blueprint is helpful for two specific personas:
Product leaders and founders who already have a product vision and are looking for improvement opportunities
Product leaders and founders who do not yet have a well-flushed-out product vision and want to understand the core ingredients when creating one
My actionable product vision blueprint
This is the checklist I use with founders and product leaders to help them shape their product vision:
Vision Narrative
I have a clear story of how my product is changing the world in the next 5-10 years
I have a narrative written that depicts how my product is changing the lives of users
The narrative is aspirational, outlining a bold, inspiring future.
The narrative is user-centric, focusing on the specific benefits for end users.
The narrative is opinionated, showcasing a clear point of view on how to solve the problem.
The narrative is story-driven, bringing the vision to life with vivid descriptions of the user experience.
Clarity and Focus
I understand which customer problems we are solving over the next 3-5 years.
I understand which customer problems we are not solving and why.
I have identified the specific value my product will deliver and the outcomes we aim to achieve.
Visuals and Prototypes
I have created high-level mockups that depict the future product and its role in users' lives.
I have a visiontype (e.g., video, storyboard) that illustrates the future user journey and embeds the product into their experience.
My visuals balance detail and abstraction, focusing on the big picture rather than granular features.
Alignment and Direction
The vision aligns the entire product organization in the same direction.
The vision clearly communicates what success looks like for the product and the company.
All key stakeholders (e.g., product leaders, designers, engineers, and executives) are aligned on the vision.
Future Customer Journey
I have painted a picture (with words and/or visuals) of the future customer journey.
The vision incorporates the context of users’ lives and how the product fits seamlessly into their experience.
I have described how the product will enable users to do something they couldn’t do before—or do it better.
Practical Considerations
I have considered the time horizon (5-10 years) that makes sense for my company and product.
I have ensured the product vision is durable and does not need frequent updates.
I’ve validated that the vision inspires excitement and buy-in from the team and stakeholders.
Storytelling Enhancements
I have included examples or analogies to make the vision relatable and memorable.
I have ensured the tone of the vision is both optimistic and grounded in reality.
As you can see, there’s a lot to consider when creating a product vision, which goes way beyond a mission statement or an “improve the world through X” statement. In my next newsletter, I’ll explain my favorite technique for creating a product vision.
To me, product vision is so important that it’s something I do with every single client and was my choice of topic to tackle with incredible founders at the Vicus Ventures founders’ retreat last month in Cabo. In an approximately two-hour session, we did so much—we got to some pretty compelling narratives, and the founders shared and challenged each other on their visions for the future of their product.
Product vision is a storytelling exercise. When you have the right ingredients and know how to prepare them, crafting a product vision doesn’t have to take months, but its impact will yield results for years to come.