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Amy Johnson | Chief Product Officer PropelOct 26, 2023 8:32:52 AM2 min read

A Product Vision is the key to engaged teams

A strong product vision doesn't just outline a future goal; it establishes the direction for the team, fueling motivation, collaboration, and alignment. But how exactly does a well-articulated vision foster team engagement?

It's Not About You. It's About the Change

At the heart of a compelling product vision is the understanding that it's not about the individual or even the company – it's about the change you want to bring to the world. It's the impact, the difference you'll make that becomes the North Star. When a team understands that they are working towards a cause they believe in, passion and commitment is ignited.

The Customer at the Forefront

A product vision ensures everyone's efforts align with the end user's needs. As a North Star, it guides decision toward a common goal – serving the customer in a way that works for the business. This alignment fosters a sense of purpose. When a team knows that their work directly impacts their customer's life, they're more likely to be invested in their roles and take pride in their contributions.

Making Work Meaningful

When a product vision is articulated and shared effectively, it can clearly showcase the 'why' behind the 'what.' It's not just about building a feature or launching an update; it's about knowing that what you deliver contributes to a larger purpose, making it more meaningful.

Staying Ahead with Industry Trends

A future-focused vision means that the team is always on its toes, researching and leveraging relevant industry trends and technologies. This proactive approach ensures the product remains innovative and relevant, fostering a culture of continuous learning and growth.

Providing Clarity to Engineering and Beyond

From the engineers to the marketers, when there's clarity about the direction, it paves the way for proactive planning. For instance, the engineering team can anticipate needs and design an architecture that's robust and scalable, ensuring that the product remains resilient as it evolves.

So What?

A well-thought-out and articulated product vision is more than just a statement. It drives the roadmap, it inspires, and forges cross team alignment. As Marty Cagan rightly pointed out, "An inspiring and compelling product vision serves so many critical purposes that it is hard to think of a more important or higher-leverage product artifact."

When teams understand and buy into this vision, engagement lifts with vested interests taking a back seat, replaced by a collective focus on achieving a shared goal.


Amy Johnson | Chief Product Officer Propel

A product leader, passionate about empowering teams and fostering inclusion. Multi industry experience, now leading the product team at Propel, where we partner with you to accelerate your product development and achieve product market fit faster.