The Product Vision Board starts with a concise vision and details target group, needs, product, and business goals. Assumptions and evidence remain visible for every field.

1. 1

   Set vision

   Set vision

   

   Goal

   Produce vision statement so the core question “What positive change should the product create for whom, and how does it support the business?” can be answered with stronger support.

   Inputs for this step

   • Strategic context
   • user and market evidence
   • business goals and constraints

   Actions

   • State the desired positive change concisely and inspiringly.
   • Record source, rationale, and open uncertainty directly in vision statement.

   Output

   vision statement

   vision statement · source · uncertainty · next decision

   Quality check

   Does the vision describe impact rather than features?

   Pitfall

   The vision becomes a feature list and business goals lack a measure or horizon. Shorten vision to change and purpose, move features to Product, and make goals measurable.

   Timing: 10–20 minutes

2. 2

   Target and need

   Target and need

   

   Goal

   Produce customer focus so the core question “What positive change should the product create for whom, and how does it support the business?” can be answered with stronger support.

   Inputs for this step

   • vision statement
   • user and market evidence
   • business goals and constraints

   Actions

   • Connect target group and prioritised needs to evidence.
   • Record source, rationale, and open uncertainty directly in customer focus.

   Output

   customer focus

   customer focus · source · uncertainty · next decision

   Quality check

   Are segment and need specific enough?

   Pitfall

   The vision becomes a feature list and business goals lack a measure or horizon. Shorten vision to change and purpose, move features to Product, and make goals measurable.

   Timing: 10–20 minutes

3. 3

   Define product

   Define product

   

   Goal

   Produce product concept so the core question “What positive change should the product create for whom, and how does it support the business?” can be answered with stronger support.

   Inputs for this step

   • customer focus
   • user and market evidence
   • business goals and constraints

   Actions

   • Describe core value, differentiation, and boundaries.
   • Record source, rationale, and open uncertainty directly in product concept.

   Output

   product concept

   product concept · source · uncertainty · next decision

   Quality check

   Does the product answer the needs?

   Pitfall

   The vision becomes a feature list and business goals lack a measure or horizon. Shorten vision to change and purpose, move features to Product, and make goals measurable.

   Timing: 10–20 minutes

4. 4

   Set business goals

   Set business goals

   

   Goal

   Produce vision board so the core question “What positive change should the product create for whom, and how does it support the business?” can be answered with stronger support.

   Inputs for this step

   • product concept
   • user and market evidence
   • business goals and constraints

   Actions

   • Add measurable business goals, horizon, and assumptions.
   • Record source, rationale, and open uncertainty directly in vision board.

   Output

   vision board

   vision board · source · uncertainty · next decision

   Quality check

   Are user and business outcomes connected?

   Pitfall

   The vision becomes a feature list and business goals lack a measure or horizon. Shorten vision to change and purpose, move features to Product, and make goals measurable.

   Timing: 10–20 minutes