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Writing a product vision

Writing a product vision

Whilst a good vision statement is concise and easily communicated, writing a vision can be difficult. It takes a good understanding of the market, organisational strategy, customers’ needs, and the capabilities within the organisation.

Constructing a product statement that incorporates all of these aspects will require the Product Owner to demonstrate leadership by facilitating conversations about value.

Image of a set of postcardsPostcard from the future

One popular technique is the 'postcard from the future'. A facilitator organises a group of senior stakeholders into smaller groups and asks each to write a postcard from the future describing what the world is like. This needs to include how the organisation is structured around a portfolio of products that solve our customers pain points.

Focus more on customer drivers and expectations rather than on exactly how those pain points were solved. Note the changes undertook as an organisation that put us in the position to be able to build products that have been so successful.

All the groups present back their postcard from the future, and we begin to formulate ideas about where we want to be in the future.


Postcard from the future example

Let’s take the example of an organisation that provides mobility solutions.

'Dear team of 2021, our brand in 2030 is synonymous with smart mobility planning. We have numerous awards, beating Google and Uber, for excellence in customer experience and innovation when planning excursions. Our customer can book restaurant tables from our app with 

the knowledge that our app will remind them when to book transport and the optimal route and mode of transport. Our app will even buy the tickets or book the taxi.’

‘Our customers trust us because of we have a record of innovation in mobility solutions, and they trust us with their data. It has taken us 10 years to get to this position and we started with a reorganisation that invested in creating a capability for continually delivering innovation'.


The ‘elevator’ pitch

Another technique is the elevator pitch. The team are tasked with reducing the product to a concise 60 second pitch (as if they met a VC financier in a lift and needed to get his interest quickly). The product is a shortened to a simple but compelling story. All team members should be able to give the pitch.


 A blue banner signifying an activity


Activity: Writing a product vision

Yes, it’s your turn! Using your own company as the basis, write a product vision. Remember that this should be customer focused, realistic, should explain how you differ from your competitors, and should look a certain distance down the road.

Write down your vision in your journal or digital means of documentation of your choice.

Now we’ve discussed how to write a product vision, let’s take this further: how is a product vision manifested into tangible requirements and tasks for a development team?



This course will explain what a product vision is, its importance to a Product Owner, and how to create one.

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