02.1 · Capability in Strategy

Product vision

The long-term picture of what the product is for and why it should exist. It gives a team a direction to check daily decisions against.

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02.1.1MissionThe lasting purpose behind the product or company.
02.1.2Vision and directionWhere the product should be in a few years and why.
02.1.3Value propositionThe specific benefit a product promises to a specific user.
02.1.4DifferentiationWhat makes the product meaningfully different from the alternatives.

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Where to start

3 resources

articleStart here
Product vision FAQ ↗
Marty Cagan (SVPG) · 2020 · 7 min
What a product vision is for, how far out it looks, and who should own it.
articleStart here
Product strategy in an agile world ↗
Marty Cagan (SVPG) · 2008 · 5 min
The difference between vision, strategy and roadmap, and why teams need all three.
articleGo deeper
Coaching: strategic context ↗
Marty Cagan (SVPG) · 2020 · 6 min
The pieces of context a team needs to make good decisions on its own, from mission to objectives.

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