Module 3 - Engaging Stakeholders Through the Scrum Process
The Product Vision

This module outlines some of the key areas that stakeholders are involved in during the Scrum process. It starts by defining what a Product Vision is before giving you guidance on how it can be effectively communicated to stakeholders. Then it describes the role of the stakeholder in the Product Roadmap and Sprint Goal.

Learning Objectives 

The objectives of this course are to provide you with and understanding of: 

  • The product vision and why it is required. 
  • The key components of a product vision including setting SMART goals. 
  • Methods to communicate the vision to your stakeholders.
  • The key features of a Product Roadmap and how it is created.
  • The Sprint Goal and its related outputs.
  • The importance of the Product Vision, Product Roadmap and Sprint Goal in supporting effective stakeholder management.

Intended Audience 

This course is aimed at Scrum Masters who want to improve their individual knowledge of stakeholder engagement practices in service to their Scrum team and their wider organization 


There are no specific prerequisites to study this course.


We welcome all feedback and suggestions - please contact us at to let us know what you think. 


What is a product vision? 

A Product Vision is a compelling view of the future state that provides direction and tells the project team and stakeholders what success looks like.  


It’s a guide to all stakeholders involved in the development of a product – like the product team, the development teamsenior managers and marketing – and defines the shared objective they’re trying to achieve with the product. 


What does a vision need to be and do? 

So, what does a vision need to be and do? 

  • First, it needs to be connected to the wider goals of the organization, including the organization’s vision; 

  • It needs to be powerful and state a clear goal; 

  • It needs to be inspiring, engaging and motivating – to take everybody along with it; and critically 

  • It needs to be relevant to stakeholders. 


The vision statement should answer the question why you are creating a product and what does your organization hope to accomplish with it in the future’. 


Here are a few examples of real-world vision statements that you might be familiar with: 


Why is a product vision important? 

Think about how difficult it would be to develop a strategically important product without a vision. How would the product team know where to focus its resources, which features to prioritize or which markets to target? And what strategic basis would they use to make decisions and set priorities? 


So, a product vision helps to: 

  • Improve your strategic decision-making throughout the development process; 

  • Align teams and stakeholders across the organization; and 

  • Develop a better product roadmap. 


Making it SMART 

You probably know about SMART objectives – your product vision also needs to be SMART. 


  • Specific is about making it precise – not vague or woolly; 

  • Measurable means you can monitor progress in achieving the vision and know when you’ve got there; 

  • Achievable objectives are doable but stretching, giving the team something to strive for; 

  • Relevant is about being meaningful and connected to the company vision; and 

  • Time bound means knowing when you need to achieve the vision. 


There’s more information about creating a product vision in the ‘How to Create a Convincing Product Vision’ guide. You’ll find the link in the Stakeholder Engagement Resources. 

About the Author
Learning Paths

Tony has over 20 years’ experience in Business Development, Business Change, Consulting, and Project/Program Management working with public, private, and third sector organizations.

He has helped organizations to design and create processes and procedures to align ways of working with corporate strategy. A highly motivated and detailed solution provider, utilizing a wide range of methods and frameworks to provide structure whilst promoting creativity and innovation.

As a confident and self-motivated professional with excellent communication skills, Tony is able to bring people together and get them working as a team quickly.

Tony is an Agile and Scrum trainer with a vast knowledge spanning IT Systems, Business Change, Program and Project Management. With excellent presentation skills and a solid background, he ensures that all clients gain maximum benefit from his training. He has successfully guided those new to the industry through their initial training, helped experienced staff as they progress in their careers, and worked at the director level advising on best use and practice, as well as tailoring courses to fulfil the exact needs of clients.