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 help creators feel confident creating and publishing more types of content on Confluence.
For me, I was pretty familiar with my company and product group's vision, and I understood how to motivate my engineering team. Where I needed to spend time was building up my knowledge of our customers and competitiors before writing my team's product vision. Here are a few questions I wanted to answer:
- What kind of persona research already exists for Confluence?
- What's the difference between a creator, collaborator, and content consumer?
- What problems do creators face in Confluence today?
- When do creators publish their first page in Confluence?
- What % of creators are repeat creators?
- How do people create in other tools?
- Why do some Confluence users choose to create in competitive tools?
Great product vision statements ladder up to your organization's vision, focus on the customer, highlight how your product is different from others on the market, and motivate your team to rally around a shared vision as you collectively try to solve big-hairy problems together.