Product Vision: The Forgotten Phase Before Strategy.

One of the most overlooked steps in strategic planning is establishing a clear Product Vision. Many teams and leaders make the mistake of jumping directly from Business Goals to Strategic Objectives—or worse, to Outputs—without defining a guiding vision. This often leads to misaligned strategies, short-term thinking, and a lack of cohesion in execution.

A product vision acts as the bridge between corporate ambitions and tactical execution by answering:

• Who is the target segment?

• What are their motivations?

• How can we create a meaningful future impact for them?

• What are the key areas of impact to achieve this vision?

Skipping this step often results in disconnected initiatives that do not align with customer needs. Instead of rushing into feature development, teams must first articulate a vision that describes the transformation they seek to create in their customers' lives.

For example, consider Tesla’s vision: Accelerate the world’s transition to sustainable energy. This statement provides clarity on the desired future impact while guiding the strategic decisions that follow. If Tesla had focused only on “selling more electric cars,” it would have missed broader opportunities such as energy storage and charging infrastructure. A well-articulated vision ensures that teams remain focused on long-term impact rather than just delivering short-term outputs.

The process of defining a product vision follows several key steps:

1. Identify the Core Target Segment: Who are you building for, and what are their behaviors and pain points?

2. Understand Motivations: Go beyond surface-level needs—what emotional and functional drivers influence their behavior?

3. Envision the Future Impact: What transformation will your product create in their lives?

4. Define the Desired Areas of Impact: What organizational changes must occur to make this vision a reality?

By taking the time to establish a compelling product vision, organizations create a shared understanding that aligns teams, informs strategic choices, and drives meaningful customer impact. Without it, execution becomes disjointed, and the connection between business goals and customer value weakens.