This document outlines exercises for teams to develop a product vision, including creating a vision statement, developing a product vision board detailing the target market, needs addressed, product features and value, and designing a vision box to "sell" the product vision. The exercises guide teams through collaboratively defining the overarching goal or reason for the product to inspire and guide its development.

1. consulting | research | contracting
vision: making a good team great
@Doyle_Angie
@AgilityIQ
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@dmweyer
@scrumsense

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what is a vision?

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“Would you tell me, please, which way I ought to go from here?“
"That depends a good deal on where you want to get to," said the Cat.
"I don't much care where -" said Alice.
"Then it doesn't matter which way you go," said the Cat.
“As long as I get somewhere," Alice added as an explanation.
"Oh, you're sure to do that," said the Cat, "if you only walk long enough.“
Lewis Carroll -Alice's Adventures in Wonderland

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the business motivation model
END
MEANS
Vision
Mission
Course of Action
Desired Result
Goal
Objective
Strategy
Tactic
The Business Motivation Model –Object Management Group v 1.0
Channels efforts towards

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what is a vision?
A Vision acts as the overarching goal, galvanizing and guiding people, it is the product or project’s reason for being…
A good vision will answer the following questions:
1.Who is choosing? Who is using?
2.What needs will the project address? What value will it add?
3.What attributes are critical for success?
4.What are the unique selling points?
5.How are we going to make money?
6.Is it feasible?

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how can a vision help us?
•Establish a common goal
•Set the building blocks for innovation
•Ensure we build the right things
•Create focus
•Tell a story, inspire people

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who should create the vision?
Everyone!

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what’s in it for me?
•Reduce rework
•Increase collaboration
•Increase outcome / value
•Increase customer satisfaction
•Help with making decisions
•Intrinsic motivator
•Self-organised teams

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exercise 1: create a new product
In your teams, decide on a product that you will use for the practical vision exercises during this workshop
•It can be a new product, or a concept you are currently working on
•If you are stuck for an idea, let us know!

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the product vision board

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the product vision board
Vision Statement
Target Group
-Which market segment does the product address?
-Who do we believe we are trying to serve?
-Who is buying?
-Who is buying in?
Needs
-Which needs doesthe product fulfil?
-What problems and pain points does the product remove?
-What benefits or gains does it create?
Product
-What are the 3 to 5 top features?
-Features must address needs identified!
-What are it’s unique selling points?
Value
-How is the product goingto benefit the company?
e.g. Increase Revenue, enter a new market, develop the brand, reduce cost
Crisp, clear, concise summary of the vision/ idea. Say a lot in a few words!!
www.romanpichler.com

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exercise 2: product vision board
As a team, discuss and complete the following two sections of the Product Vision Board:
Target Market
•Which market segment does the product address?
•Who do we believe we are trying to serve?
•Who is buying?
•Who is buying in?
Needs
•Which needs does the product fulfil?
•What problems and pain points does the product remove?
•What benefits or gains does it create?

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the product vision board
Vision Statement
Target Group
-Which market segment does the product address?
-Who do we believe we are trying to serve?
-Who is buying?
-Who is buying in?
Needs
-Which needs doesthe product fulfil?
-What problems and pain points does the product remove?
-What benefits or gains does it create?
Product
-What are the 3 to 5 top features?
-Features must address needs identified!
-What are it’s unique selling points?
Value
-How is the product goingto benefit the company?
e.g. Increase Revenue, enter a new market, develop the brand, reduce cost
Crisp, clear, concise summary of the vision/ idea. Say a lot in a few words!!
www.romanpichler.com

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the vision statement

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the vision statement
•Shared and unifying
•Everyone in the project team should buy into it
•“A vision is truly shared when you and I have a similar picture and are committed to one another having it, not just to each of us, individually having it” –Peter Senge 2006
•Broad and engaging
•It needs to inspire
•It needs to provide direction, but leave enough room for creativity
•It needs to be descriptive, but not specific
•Short and sweet
•Less is more
•Keep it brief and concise
•Clear and visible

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To provide access to the world’s information in one click Google

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Changing the World without changing the Earth BioBag

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Our vision is to put joy in kids’ hearts and a smile on parents’ faces Toys 'R' Us

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Reebok is dedicated to providing each and every athlete -from professional athletes to recreational runners to kids on the playground -with the opportunity, the products, and the inspiration to achieve what they are capable of. Everyone has the potential to do great things. As a brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and employees fulfil their true potential and reach heights they may have thought un- reachable.

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A computer on every desktop in every home Microsoft (1970’s)

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A computer in the hands of everyday people Apple Computers (1970’s)

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the elevator pitch

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the elevator pitch
•Ask a question
“Do you know how millions of people search Google every day using keywords to find what they are looking for?”
•Say what it is you do
“Well what I do is help business owners get their website ranked in the top position on Google for keywords people would use to find their business online.”
•List the main benefit you give
“This helps increase their revenue by bringing targeted leads directly to them.”

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As a team, describe the vision for your product using either a vision statement or Elevator pitch format.
Remember to update your Product Vision Board with the vision statement!
exercise 3: craft your vision statement

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the product vision board
Vision Statement
Target Group
-Which market segment does the product address?
-Who do we believe we are trying to serve?
-Who is buying?
-Who is buying in?
Needs
-Which needs doesthe product fulfil?
-What problems and pain points does the product remove?
-What benefits or gains does it create?
Product
-What are the 3 to 5 top features?
-Features must address needs identified!
-What are it’s unique selling points?
Value
-How is the product goingto benefit the company?
e.g. Increase Revenue, enter a new market, develop the brand, reduce cost
Crisp, clear, concise summary of the vision/ idea. Say a lot in a few words!!
www.romanpichler.com

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the vision box

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How to Play
•Product Name
•Who’s choosing?
•Who’s using?
•What’s the product?
Fill the Box
•Tagline or slogan?
•Compelling features?
•Benefits?
•Language
Make the Box
•The team “sells” the product back to the rest of group
Sell the Box

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As a team, design the front and back of your vision box
Don’t forget to work on your sales pitch!
•Back
•Detailed features on the back
•Operating Requirements
exercise 4: design the box
•Front:
•Product Name
•Some sort of graphic
•3 key bullet points
•Include a short and snappy vision statement

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the product vision board
Vision Statement
Target Group
-Which market segment does the product address?
-Who do we believe we are trying to serve?
-Who is buying?
-Who is buying in?
Needs
-Which needs doesthe product fulfil?
-What problems and pain points does the product remove?
-What benefits or gains does it create?
Product
-What are the 3 to 5 top features?
-Features must address needs identified!
-What are it’s unique selling points?
Value
-How is the product goingto benefit the company?
e.g. Increase Revenue, enter a new market, develop the brand, reduce cost
Crisp, clear, concise summary of the vision/ idea. Say a lot in a few words!!
www.romanpichler.com

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the product vision board
Vision Statement
Target Group
-Which market segment does the product address?
-Who do we believe we are trying to serve?
-Who is buying?
-Who is buying in?
Needs
-Which needs doesthe product fulfil?
-What problems and pain points does the product remove?
-What benefits or gains does it create?
Product
-What are the 3 to 5 top features?
-Features must address needs identified!
-What are it’s unique selling points?
Value
-How is the product goingto benefit the company?
e.g. Increase Revenue, enter a new market, develop the brand, reduce cost
Crisp, clear, concise summary of the vision/ idea. Say a lot in a few words!!
www.romanpichler.com

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benjamin von wong –the secret to success

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what story are you going to tell?