What is a Product Vision

The Product Vision describes the purpose of a Product. A good Product Vision expresses the value the Product should deliver and to whom that value is delivered. It is effective when people connect with the vision emotionally and practically. When a Product Vision is both aspirational and actionable, it inspires creativity within the Scrum Team allowing them to collaboratively work with Stakeholders on how they might work toward the vision.  

The Product Vision is owned by the Product Owner, but its development requires input from stakeholders and the Scrum Team(s). A good Product Vision is built incrementally allowing many opportunities for inspection and adaptation. 

The Product Vision should be a free-standing, transparent instrument that enables stakeholders and the Scrum Team to understand the intention of a Product. However, even though it should stand on its own, a Product Vision exists in the context of two other critical elements: Business Strategy and Product Strategy.