Overview
The Product Vision Board captures the product vision and strategy to realise it across five sections: vision, target group, needs, product, and business goals — connecting the aspirational to the concrete.
When to Use
When starting a new product, onboarding new team members, or when a team has lost sight of why they're building what they're building.
How to Apply It
- VISION: Ultimate purpose of this product — one sentence
- TARGET GROUP: Who are the primary users and customers?
- NEEDS: What specific problems does this product solve?
- PRODUCT: What are the key features or capabilities?
- BUSINESS GOALS: Measurable objectives — revenue, retention, market share
- Validate: does the business goal justify the investment to address the needs?
Examples in Practice
🎵 Spotify
Vision: 'Give everyone access to a universe of music and spoken audio.' Target: music listeners globally, across every context and device. Needs: discovery, mood matching, seamless playback. Product: streaming, personalised playlists, podcasts, audiobooks. Business Goal: 1 billion monthly active users by 2030.
📊 Trade Surveillance
Please contact the author for more information on these examples at linkedin.com/in/kshitijrege
Common Pitfalls
- Writing a vision that could apply to any product — 'deliver great value' is not a vision
- Confusing the vision (why) with the product strategy (how)
- Not revisiting the board as the market and strategy evolve
Origin
Roman Pichler
2012
Further Reading
- Strategize — Roman Pichler
Related Frameworks