When creating your product vision statement, what do you research?

Some elements to consider -  1. Market - Market landscape, gaps, and market opportunities. You want to work on an impactful problem area. Key Geos you will play in. etc. 2. Key vectors - I also like to play at the intersection of 2-3 key growth vectors - so I know directionally I am betting in the right space. So, for example, you could be bullish on video as an explosive growth area for content and creativity and marketing, and you could be bullish on cloud as a universal enabler for key digita ...Read More

A product vision statement is a short, concise, and aspirational set of goals for your product. As a Product Manager, you will need to develop a deep understanding of your company, customers, compeititors, and teammates. Research will depend entirely on your level of understanding of these areas.  For the past 2 years, I led the Confluence Content Experience team at Atlassian. My team owned the creating and publishing workflow and our product vision statement looked like this: Our goal is to hel ...Read More

This is one of the most critical steps in the product vision process. Defining what to research sets the course for the whole project - since the fact base is the basis for all the strategic options developed. I always start my product vision process with key strategic questions and hypothesis development. I start with a large brain dump of everything I think I want to learn from the research - this usually goes very broad and I sometimes end up with 50-100 questions. If you are not sure where t ...Read More

First, we should define what a product vision statement is. A product vision statement defines the product's positioning - what we tell ourselves about our product in a market. This is different than messaging - which is what we tell OTHERS about our product in the market. How are these different? Think about what you think to yourself about someone wearing an eccentric outfit in public. Perhaps you think to yourself, "Wow, he is not pulling off that hat" (positioning). You look closer at the pe ...Read More