The Product Vision, From Concept to Creation
DEFINITION: A Product Vision defines the ‘why’ behind the product — what problem it solves, who it’s for, and what the end goal looks like.
Having a clear product vision is crucial because it not only inspires the team and stakeholders but also ensures everyone is aligned and working toward the same long-term objectives.
A clear product vision helps attract the right users or customers who resonate with your mission. It acts like a magnet for people who share the same goals, ensuring your audience is aligned with the value you’re offering.
Without it, teams can easily lose focus, and the product might miss the mark.
In one of my courses, I’ve added an assignment where students are asked to create and share their own product vision. This helps them practice building a strong foundation for any product they’re developing.
Let’s take a look at one of those product visions and see how we can refine it to make it even stronger.
Student’s Product Vision
This book is for veterans transitioning to the civilian workforce who need guidance on translating their military skills into professional, civilian-ready resumes that stand out to employers. The Professional Veteran’s Resume Guide is a comprehensive career development tool that helps veterans effectively market their unique skill sets, leadership experience, and accomplishments to secure rewarding civilian careers. Unlike generic resume writing guides, our product focuses specifically on the nuances of military-to-civilian skill translation, providing veterans with tailored strategies, step-by-step instructions, and expert advice to maximize their employability in the civilian sector.
My Thoughts
First off, well done D.D. on identifying your target audience and the problem you’re solving. You’re already on the right track! Now, let’s explore how we can take it to the next level.
Clarifying the Purpose
Every product vision should clearly state what your product will accomplish and how it will improve the user’s life.
In your case, veterans need to know how this book will help them beyond just resume writing.
For instance, you might say, “This book empowers veterans to confidently transition into fulfilling civilian careers by turning their military experience into a compelling civilian narrative.”
Addressing Specific Pain Points
Veterans face very specific challenges in the civilian job market. Mentioning these explicitly shows you truly understand them.
Consider adding something like: “Veterans often struggle to translate their leadership and technical skills into terms civilian employers can easily understand.”
Emphasizing Unique Value
What makes your guide stand out? It’s great that you mention the military-to-civilian skill translation, but adding more detail about how you do this will make your vision more compelling.
For example, are there tailored resume templates? Real-world success stories? Highlight what makes your product different.
Inspiring Tone
A product vision should inspire. Instead of just focusing on the practical aspects, let’s make the language a bit more motivational: “This guide helps veterans unlock their potential and create resumes that stand out, so they can secure meaningful and rewarding careers.”
Thinking Long-Term
Finally, it helps to show that this product is part of something bigger.
For example, you could mention that this guide is the first step toward a comprehensive career development platform for veterans. This gives your product vision a sense of longevity and forward-thinking.
I understand that you might feel overwhelmed after reading all five suggestions, and you’re probably wondering what to do next—should you add them all, or just focus on the one that resonates most? Let me explain…
What to Do After Reading the 5 Suggestions
Start with a Simple Rewrite
Begin by revisiting your original product vision. Focus first on clarifying the purpose by refining the sentence that explains how your product will improve the user’s life. Don’t try to rewrite everything at once—just start with this one improvement.
Identify and Address Key Pain Points
Think about the specific challenges your audience faces, in this case, veterans transitioning to civilian jobs. Write down one or two pain points that your product directly solves, and integrate them into your vision.
Highlight Your Unique Value Proposition
List out the features or elements that make your product different from others. Pick the most compelling one, and rework your vision to make this aspect stand out. Remember, you don’t have to include every unique feature—just the most impactful.
Add an Inspirational Sentence
Find a spot in your product vision to include a sentence that’s motivational. This doesn’t need to be a complete rewrite—just adding one phrase about how your product empowers or transforms users can bring the vision to life.
Think About the Long-Term
If you have ideas for where your product could evolve in the future, include a brief mention. You don’t need to elaborate in detail—just a sentence to give your product vision a sense of forward-thinking can be enough.
Your long-term objectives could be:
- Expand Career Development Resources:
Beyond offering just a resume guide, the long-term objective could be to create a comprehensive ecosystem of tools and resources that assist veterans throughout their entire career transition journey. This could include interview preparation, networking strategies, mentorship programs, and ongoing professional development opportunities, turning the guide into the first step toward a full-fledged career support platform for veterans. - Establish Industry Partnerships: Another long-term objective could be to build strategic partnerships with employers and organizations that are actively seeking veteran talent. By forming these alliances, you could position your product as the go-to resource for both veterans and employers looking to match military skills with civilian job opportunities, creating a direct pipeline from the book to actual employment opportunities for veterans.
Actionable Next Step
After you’ve completed each step above, review your new product vision. Does it feel clearer, more focused, and inspiring? Share it with a peer or mentor for feedback. Then, refine it based on their input.
Ready to Master Product Visions and Goals?
If you want to master the art of creating powerful product visions and setting product goals, you’ll love my course: Goal Craft in Scrum: From Product Vision to Product and Sprint Goals.
In just 19 lessons, featuring 2 hours of engaging video content, 6 quizzes, and 2 assignments, not only will you learn how to craft inspiring visions, but you’ll also understand how to turn those visions into actionable, goal-oriented strategies that drive success.
I encourage you to dive deeper and unlock the full potential of your product ideas.
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