Strategize: Product Strategy and Product Roadmap Practices for the Digital Age

by Roman Pichler

Capture Your Strategy with the Product Vision Board Even the best strategy is useless if you can’t communicate it effectively. The Product Vision Board is a simple yet powerful tool that helps you with this. I have designed it to describe, communicate, test, correct, and refine the product strategy. The Product Vision Board consists of the five sections shown in Figure 11. The top section captures the vision; the bottom four sections describe the product strategy. FIGURE 11: The Product Vision Board The top section in Figure 11 is called Vision. It captures your overarching goal, which is expressed as a brief vision statement or slogan. The leftmost bottom section is called Target Group. It describes your market or market segment, the customers, and the users. The next section is called Needs, which states the value the product creates for your target group, the problem that the product solves, or the benefit it provides. The Product section captures the actual product; it explains what makes your product special and why it stands out. It also asks whether it is feasible for your organization to develop the product. The last section, titled Business Goals, captures the desired business benefits—the value the product should create for your company. Examples include opening up a new revenue source, achieving a profitability target, reducing cost, or being able to provide a service or sell another product. There is also an extended version of the Product Vision Board with add...