What is the product vision, and why you should design one

The most common “I know what it means, but in reality I don’t” in product management is the product vision. The power of this tool is unrealized by most.

A product vision paints the future where you fulfill your mission.

Most PMs (and even product leaders) unconsciously de-prioritize designing a vision because they’re either focused on the operational and tactical part of managing the product, or they expect “someone above” (ie. CPO or founders) to take care of it. Often “those above” don’t do it either because they think they have “an empowered organization, of course the vision comes from the PMs”. Funny loop.

What everyone doesn’t realize (and ends up missing) is that a product vision:

- helps get your team out of bed in the morning. Especially if the day is filled with unsexy tactical things that are required to make the vision true.
- helps hire the best talent. Because which A-players don’t like to create the future?
- helps make decisions. “Does it get us closer to paining the future we envision?” If not, should you unfocus?

The short term success of building a product vision is having your team use it to define their roadmaps. Long term success is lasting long enough to live it in person.

Take one hour today and think “what is my company’s mission, and what does the future look like when fulfilling it?”. A beautiful narrative to that question is the raw form of your vision. Now start carving it.