Have you ever felt like there is no clear direction for your product?
That you keep getting jerked around building features to satisfy the latest customer opportunity?
That your product can do a lot of things, but it’s hard to articulate exactly what it does in just a few short sentences?
Maybe your product is trying too hard to be all things to all people?
Or maybe folks are constantly asking you why…
Why are we building these features?
Why are we selling to those customers?
Why is the customer wanting our product to do something else?
The reason for this often boils down to a simple truth:
The product lacks a coherent vision.
Having a product vision is quite possibly the most important thing you need for your product to succeed.
Yes, strategy is important.
Yes, execution is important.
But it all starts with having a vision for your product.
Without a product vision, how will you know where you’re going and why?
So every product starts with a vision to make it real. It’s foundational to the success of any product. It’s your north star. Without a coherent product vision, even a seemingly “great” product idea will fail in the market!
I decided to put my thoughts on this into a video.
So here it is. In it, I talk about:
- What is a product vision.
- Why it’s important.
- How you can craft one for your product.
I cover this in depth in this video:
Creating a product vision doesn’t have to be hard. You don’t need to write some fancy vision statement, nor do you need torture yourself by trying to come up with the perfect elevator pitch.
You can actually start simply and immediately by defining four things:
- Who is your customer?
- What problem are you solving for them?
- What is your solution to that problem?
- What is your value proposition — i.e. that ultimate benefit you’re trying to deliver to your customer.
This is something you can do today. Right now. It can take less than 20 minutes. Even 5.
It doesn’t have to be perfect. It just needs to be done.
I talk about it in the video.
Over time, as you learn from the marketplace, as you learn from customers, you’ll refine the vision. That’s a good thing.
Watch the video, and when you’re done, please leave me a comment on what challenges you’ve had to face because your product lacked a proper product vision.
Then be sure to grab this quick fill-in-the-blank worksheet below to help you create the product vision for your next great product idea!