10 Tips for Product Owners on the Product Vision

10 Tips for Product Owners on the Product Vision


Product Vision

Before we dive into some tips about the vision for the product, let’s first provide a little context! The Product Owner is the one person in Scrum responsible for the product’s performance. The product owner, therefore, creates, controls, and owns the vision of the product. The vision of the product explains the purpose of the product, the goal of developing the product, and what it seeks to accomplish for consumers and users. The vision of the product explains the potential state of the product and what issues it is trying to address or what goals it is trying to achieve.

The strong and motivating vision of the product helps to empower and encourage people, such as the marketing team, partners, consumers, and users. It also gives a shared interpretation of the direction in which we want to travel. Also, the vision of the product assists the product owner in making decisions about what to create and what not to construct for the product.

All in all, getting a product vision is extremely important, so we’ll cover 10 tips on product vision in this blog.


10 Tips for your Product vision:

1. Be(come) the owner of the Product vision

This is by far the most valuable tip we can share with you in my humble opinion. Many product owners have met, coached, and trained, and the most popular product owners we have met were very enthusiastic about their product vision. We also encountered several product owners who did not own the vision, but who were primarily implementing the roadmap of the product, based on the vision of someone else. It makes the job more challenging, not impossible, but much harder. This is largely because you should be inspired by the vision as a product owner, your heart should start pounding faster about it you should be excited about the vision, and very very much you have to share it. Typically, product owners who own the vision and are enthusiastic about it are more successful.

2. Share your Product vision, often

Sharing the Product Vision involves your role as a Product Owner. And to share a vision once again. And that again. And that again. For individuals, it is so important to know why you do the stuff you do. For example, it allows the development team to make technical architecture decisions. It allows stakeholders to consider what will be good for the brand. It lets consumers understand why their product should be used and/or purchased. The vision for the product is just so darn relevant!

3. Don’t believe your idea is the best idea ever

It’s great to be enthusiastic about your product! However, there’s one downside to love. We encountered quite a few product owners who were so in love with their product that they forgot that the product was not created for themselves but their consumers and users. Do not fall into this pit, then. I’m sure your product concept(s) are great, just bear in mind that someone else is creating the product. To put it differently, don’t presume that the greatest idea ever is your idea. Make sure that with partners, the industry, consumers, etc., etc. you confirm your vision. And release the product early and often to get user feedback.

4. Develop your vision iteratively and incrementally

It’s very difficult to create an amazing product vision. It’s not predictable, it’s not convenient, it’s not something you do right the first time. It’s not something you can do on your own either. So, work with your stakeholders, Scrum Team, clients, and users to create the product vision! Do not try to get it right the first time, either! To enhance your vision, take a couple of iterations. Over time make it improve!

5. Adapt your vision as you’re learning

We would like to share another valuable tip: “Don’t be afraid to pivot!” ‘. With a completely different intent (vision) in mind, some of the most popular products (of recent years) like Facebook, Post-it, and Netflix started. They have now become some of the most successful companies of our time only because the original intention failed and the companies adapted their vision. So don’t be scared of changing course! Embrace their suggestions as you learn from clients and consumers and embrace that improving your vision could just be a great idea!

6. Adapt your vision pitch, based upon your target audience

Since you share your vision so much you can develop a customized pitch for your various stakeholder groups for several different types of audiences! Be sure to discuss the topics that are important to them in your presentation. You primarily need to report to certain stakeholders about the KPIs that are important to them. You need to be the motivational (product) leader for other stakeholders, who represent the product. And you can need to concentrate more on the advantages of the product for another community. So tailor your pitch for your crowd!

7. Focus on value for customers and users, not on technology

An inspiring, motivating, and welcoming vision is a good one. An inspiring vision is mostly not designed around technology or functionality (there are, of course, exceptions). It’s about solving a problem or accomplishing a vision. So don’t make your vision of the product (too) technical, concentrate it on the company (value).

8. Keep your vision short, clear, and inspiring

For individuals, a strong vision is inspiring. It’s a definition of a dream, of becoming a state. It is a dot that you’re working towards on the horizon. It’s stretching for individuals too. A vision declaration, on the other hand, should be short and simple for individuals as well. We don’t mean the short term with the short and the simple. For the long term, it should be a dream, but individuals will need to be able to grasp the vision, so it should provide clarification. Using the vision statement template (see below is a good way to proceed with your vision statement. Beware: to get you started, it’s just an example. You don’t have to push your vision into this template!

Keep your vision short, clear, and inspiring

9. Make the vision fit in the companies vision and strategy

For many of you, this tip may be an open door, but the product vision should fit within the vision of the business and the plan of the business. The other way around counts as well. When you have learned new things while designing the product and have learned that a pivot may be appropriate for the business strategy, don’t hesitate to consult with your stakeholders and figure out whether or not the business strategy may need to change. In short, make sure that you are consistent with the intent and strategy of the organization.

10. Validate your vision with stakeholders, the Scrum Team, and market

The last tip on the subject of Product Vision is to consult with your partners, the Scrum Team, and customers/users from the marketplace on your product vision. Everyone has interesting insights and important feedback to share with you. To make your vision simpler, more optimistic, or simply more concrete and clear, they will challenge and help you. To build and validate your product vision, use your environment’s expertise, experience, and insights.

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