Establishing A Product Vision

January 1st, 2018

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Summary

Developing a product vision, which defines the desired future state for an organization’s product, is a key responsibility of a product manager. A best-in-class product vision must contain four key components: audience, objective, impact, and boundaries. It is used to align internal stakeholders around a central purpose and objectives. Product managers need to ensure that their teams actively use the product vision as guidance for daily decision-making. In this report, we describe the four components of a product vision — audience, objective, impact, and boundaries — and provide a template for crafting these components into a statement that unites and inspires team members.

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