The Product Vision is the ultimate goal for your product. It’s what you want the product to become, and it’s up to you as Product Owner or Product Manager to bring that vision into reality.
But how do you articulate that product vision so that all stakeholders buy in?
Let’s explore storytelling techniques and tips on how to clearly articulate and evangelise your vision for the product, its roadmap, and get all stakeholders on board.
What is a Product Vision
The Product Vision is a Product’s North Star…
It is the ultimate goal for your Product, it’s what you want the Product to become.
Stories are powerful because they enable Product Owners, Product Managers and teams to communicate the vision in a more engaging way.
Analogies are a useful way to describe a product idea…
For example, if I’m describing how search works on a platform – there’s no better technique than comparing it to Google Search.
How Product Managers can use storytelling techniques to clearly articulate Product Vision?
– Leverage storytelling when communicating the product’s vision with your team, stakeholders and key customers.
– Use analogies in order to better explain complex concepts or ideas – instead of technical jargon! Analogy requires you to simplify what you are trying to explain – which is always great.
– Create public blogs or materials that explain the Product’s vision in a nutshell. Use these public resources to communicate your vision internally, as well as externally with customers and prospects.
– Pull them into discovery calls/sprints so they can better understand what you are trying to achieve over time…
Customer Pain Points
Another powerful storytelling technique Product Owners can use is to describe the vision from the perspective of their customers.
For example, if you’re building a product that will help companies manage and automate legal documents – tell your stakeholders how tedious it currently is for businesses to create these types of contracts.
By telling stories about customer pain points Product Managers gain better insight into what Product Vision should encompass. If it doesn’t resonate with your user persona, you may have missed something.
Product Vision doesn’t have to be a Product Concept, but rather the product’s value proposition for its intended users.
A Product’s Value Proposition is what makes your product unique and different from other similar products that are currently on the market. It’s essentially your USP (Unique Selling Point).
For example: “We make managing legal documents easy and efficient with our product.”
This value proposition should be the foundation of your Product Vision – because it’s what makes a product unique, different from other products in its category. It also outlines why customers should care about your product enough to purchase or use it!
Another Product Visioning technique Product Owners can use is to create an Elevator Pitch.
An Elevator Pitch is a short summary of your product – it should be quick, concise and engaging enough for industry influencers or customers to remember you by! It’s essentially the “elevator speech” that enables Product Managers to get customers or prospects excited about Product Vision.
For example: “We are building a Product that enables companies to manage and automate legal documents, which will increase their efficiency in the long-term.”
This elevator pitch is quick, simple and compelling enough for industry influencers – it’s also concise so you can easily communicate Product Vision to the entire team.
What if I can’t explain my Product Vision?
This is okay… Product Vision can be tough to explain, especially if you are new – but that’s what a Product Manager does.
You’ve got to practise articulating Product Vision with your team and stakeholders using these Product Visioning techniques in order to get better over time! This will help immensely when it comes down to the Product Discovery and Launch phases.
If you have completed your product validation successfully, this should help you refine your vision over time and give you plenty of chances to practise. Brian Balfour has some great resources and articles on how to refine your product vision and market fit.
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