Communicating the Product Vision

There are many different ways of expressing a Product Vision. The most important aspect of a Product Vision is that it is simple and in a form that the audience can understand and relate to. That may mean having different representations of the Product Vision for different audiences. For example, one audience likes a presentation and another wants a simple statement. One audience is interested in the product's audience, another is more focused on the high level features or needs. However, when there are multiple representations of a Product Vision, those items must be kept up-to-date and connected. 

One approach to describing the Product Vision is a simple statement that describes the Product. This is also known as an elevator pitch.

Some Product Owners like to keep all the elements that can be part of the Product Vision on one board. These are Product Vision boards and can help communicate the product to multiple stakeholders. Boards can be comprehensive, including problem definition, user and customer personas, goals and even include notes on the type of user experience. Other boards can be simpler, providing an elevator pitch or simple statement. What is important is that they are readable and tuned to their audience. It is not the board that is important, but how the information on the board is received by its audience. A very detailed Product Vision can confuse an audience, a very simple Product Vision can leave the audience wanting more. The challenge is finding the right balance and that will require exploration with the Scrum Team and stakeholders.