A product vision statement, although distinct from a feature list, roadmap, or slogan, provides enhanced focus and alignment in these areas. It’s crucial for the product features to align with the vision statement and can feasibly be delivered within the set timeframe. It must also demonstrate that the product can effectively meet the needs and expectations of the intended customer base.
A compelling product statement should tackle a significant customer requirement, clearly highlight what sets it apart from competitor offerings, be simple to understand and articulate, and spark the customer’s interest to learn more. Essentially, it focuses on selling based on the value as perceived by the customer. Achieving this is not straightforward and requires dedicated effort. I have found the greatest success in crafting these statements through a collaborative, cross-functional brainstorming process.