A shared vision is something that successful companies have in common. Apple CEO Steve Jobs' stated their vision for the iPod was – “to make it so simple that people would actually use it”. Defining the experience up front, in the form of a vision, makes it much more likely that it will happen. An experience vision is a clearly articulated touchstone to help make choices during the design and development of a product. It's a simple, one line, sentence expressing the core of the experience people will have with the product. An Experience vision helps products stay on track, avoid feature creep, and remain focused on what's important; the users of the product. The coordinating force behind many of the products we love, they're also the glue in an Agile process.