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Product vision

While the company vision describes how the overall company expects the world to be once they accomplish their mission, the product vision describes how the future should be based specifically on the offered product. Some of the key ingredients for a well-crafted product vision are that it be:

  • Clear and specific
  • Problem- and customer-oriented
  • Achievable
  • Engaging

There is no formal way to create a product vision. There are numerous methods that have their merits. Check out Geoffrey Moore’s (the author of Crossing the Chasm) product vision template, which uses the following format:

For [target customer] who [customer need to be solved the [product name] is a [product category] that [benefits, unique selling points]. Unlike [competitor product] our product [main differences].

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