What is the purpose of the Vision?

• The vision should present the desired result of how the future will look like when your target audience will use your product
• The vision should include WHY you need the future to look like this but in the terms of the benefit your product will bring to your target audience
• The vision should emphasize the greater good your product will bring, which allows for stakeholders (employees, investors, etc.) to connect to a bigger cause
• While every business aim for profitability the path to financial success lies in achieving this bigger cause
• The above aligns with Simon Sinek’s call to “always start with why”, which is the most inner circle in The Golden Circle
• This can also be called the “raison d'être” which is French for the reason of being (hence, the reason for the existence of the product)

How to craft the Vision?

• Illustrate how the future will look like
• Should be as vivid and clear as possible
• Should be ambitious but not ambiguous
• Should be customer-focused and not business-focused
• A company can have a broader vision than the vision of a specific product
• The vision should be discussed and agreed with the CEO