Primary Components​

Product Vision

​How a defined customer will benefit from your product when it is fully realised. This should relate to a company's mission, vision and values. This answers WHY you are investing in a product. This is the North Star of your product. ​


What are the problems we are solving for the customer? What does the customer need or want. This should not be feature-driven​.


How do we support the business’s strategy? How will the business benefit from the success of the product and how will measure progress and success? ​


​What should we do? When should we do this: Now, Next, Later​.

Build Measure Learn – mitigating uncertainty and validated learning​

Some Helpful Terms​

- Analogs and Antilogs​

- Genchi Gembutsu - Go and see for yourself​

- Minimum viable product (MVP)- fastest way to gain data to being the process of learning, not to end it​

- A priori: reasoning or knowledge which proceeds from theoretical deduction rather than from observation or experience.​

- Empirical: based on, concerned with, or verifiable by observation or experience​

Example of a
Product Vision Template​

At a time when travel is frequent but travelers plan less... (when)​ our product is the only international restaurant recommendation engine (what)​ that gives immediate recommendation based on location and review (how)​ for the everyday  traveler (who)​ from countries all over the world (where)​ who need to save time and energy on finding local eateries (why)​.  

Supports TripAdvisor's Mission to help people around the world plan and have the perfect trip (company mission)​.

10 Universal Business Objectives​

Product Personality​