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Product Vision in PMTK

Product Vision, according to PMTK, is a combination of two ideas that can be expressed in an intuitive formula:

Product Vision = product concept + product roadmap

 

A Product Concept is a general description of the proposed product, its functions, and its capabilities.

A Product Roadmap is a high-level schedule of future product releases with brief descriptions of product features for those releases.

Therefore, in PMTK, the product vision is a plan that describes a product's evolution over time.

In PMTK, the Director of Products role is a highly strategic and encompassing role owned by a strategy and process expert who leads the product management team by providing overall product vision, product and market strategies, and team leadership.

It is noted that a product concept is generated before any development or design work, is focused on the product's architecture and features, and considers and reflects the best answer to market needs, desired customer experience, realistic product production cost, and an attainable price to the customer.

In the interest of clarity, Corporate Mission and Corporate Vision concepts, extensively used in business management, describe the general business direction and company purpose.

The Corporate Mission and Corporate Vision concepts are unrelated to the product vision.