The Product Vision captures the shared understanding of the goal that is to be achieved with building the product. It is created by the Product Owner (often in collaboration with other involved parties) and guides the Scrum Team (s). It is similar to a North Star indicating where you want to go without the details on how to get there.

An Agile product vision statement describes why a product is made, who it’s for, and what makes it different. An Agile product vision statement provides clarity on why a product exists. It’s the overarching reason for teams to develop the product and ties all their efforts together.

Product vision in agile is pivotal for project success. It serves as a guiding light, aligning teams towards a common goal and providing clarity on the product’s purpose and value. With roots dating back to the Agile Manifesto, product vision has become an indispensable element of agile development.

A product vision is a statement that outlines the ultimate goal of a product or service. It describes who the product is for and what problem it will solve for them. The product vision should be clear, concise, and easy to understand for everyone. It is the foundation for the product strategy, and it guides the entire product development process.

A Product Vision is a well thought through “future state” of the product that serves the customer’s needs as well as furthers the organization’s product strategy. The product vision serves as the “guiding light” that the teams constantly refers, consults and steers towards.