Product Vision Crafting
A vision people can retell, with its assumptions on show
About this workflow
Creating or refreshing the product’s long-range vision — the destination, the narrative that carries it, and the register of what it rests on. The work runs from eliciting leadership’s intent without drafting a word of it, through the market, customer and segment evidence the vision commits to, and on to the statement, the future-state narrative and a brief that records what would prove it wrong.
Its purpose is to give every downstream decision something coherent to ladder up to, and to make the vision falsifiable while it is still cheap to change. A vision assembled from plausible intent reads well and fails quietly — the CEO stops repeating it unprompted, the roadmap drifts, and it is abandoned at the twelve-month mark for reasons nobody can name.
The recognizable task
- A new product or major pivot needs an articulated destination
- A vision exists that people nod at but cannot repeat
- A draft vision reads as though it is for everybody
- Leadership and the team can retell it in their own words, and the non-endorsers are named
- Every claim in the statement traces to something leadership said or a moment someone observed
- What the vision refuses is quoted from leadership, not written to sound decisive