Working on a product without a complete product vision is like walking into the street with your eyes closed.
创建和管理产品需要时间，耐心，精力和清晰的产品愿景。产品愿景必须引起利益相关者的共鸣 - 他们必须确信您的开发计划与公司目标保持一致，并且适合您的客户。bob全站app集结整个组织的合作对于创建成功的产品至关重要。
![→立即下载：免费产品营销套件[免费模板]](https://no-cache.hubspot.com/cta/default/53/08b5e1f4-5d26-405b-b986-29c99bd0cb14.png)
什么是产品愿景？
The product vision is the blueprint that outlines a product's core concept and features. It guides product development teams on what the product should look like and how it should perform in different scenarios. Creating a detailed product vision provides product engineers with the baseline needed to deliver an effective and attractive product to the consumer.
有些公司通过专注于提供令人愉悦的公司来掌握这一过程customer experience给他们的用户。例如，我们可以看一下B2C播放器特斯拉andIkea，其产品的开发是为了提升客户的生活。在下面的示例中，我们可以看到宜家的产品愿景围绕着他们对客户的奉献精神。
Strong ideas have the potential to spark our imaginations. But如何他们这样做吗？我们与产品管理专家建立了联系，以了解他们如何确切地发展产品的愿景 - 他们在下面分享了他们的秘密。
How to Create a Product Vision
To get a better idea of how the experts create their product vision, I asked them about their processThis is what they had to say:
1. Approaching the Product Vision
在创建开创性产品方面，入门通常可以证明是一项艰巨的努力。您的产品愿景是产品的基准，没有强大的起点，很难创建团队所设想的产品。重要的是要与您的产品愿景达到产品愿景customer's needs在您的重点的最前沿。
“We always start by looking at the business and what we're trying to accomplish as a business. At Drift, we're trying to create a new category of conversational marketing, so we think about our business goals, what do we need to do for the business -- and then we figure out what can we do as a product team to help achieve that vision. And then we work backwards from there.
例如，如果我们的目标是增加收入或增长客户，或进入新市场，那么我们会向后工作。我们弄清楚这对产品意味着什么，产品可以采取什么措施将我们带到那里，然后我们将旗帜种植（通常是每季度）。然后，这就是我们进行产品计划的方式。”
产品管理总监 @漂移
________
“Creating a product vision is like creating a signature dish. Along with the approach, what is also important is that you have the right ingredients for creating the vision
The ingredients that I have to come to believe makes for a solid foundational vision are -
一种。问自己：“你为什么？”
b。将客户角色保持在正面和中心。
C。准确地说。不要说“我们这样做。”不要试图成为所有人的一切。
d。大思考，想久。
e. Be inspirational. Like Steve Jobs said, “Your vision should be such that it pulls both your employees and customers.”
F。不要僵硬。准备调整，迭代和课程纠正。”
产品经理 @Clevertap
________
“应该始终从您认为值得解决的核心问题中启发产品视觉。它归结为产品团队了解和发掘市场上天生问题的能力。这涉及产品经理将自己置于潜在用户的鞋子上，以了解他们的观点。对于产品经理来说，有时也很重要，也要表达这些问题，因为用户本身在大多数情况下无法有效地做到这一点（坦率地说，这也不是他们的工作）。
另一方面,这些问题需要mapped with your company's core values and skills. Not every company is in the best position to solve every problem. It is important to choose the problems that you can solve and you cannot. For example, a product company that breeds best of the breed engineers and data scientists will try to solve problems where AI can be best applied. On the other hand, a product company that is strong in design focuses on problems that need creative solutions. This is something a product leader should know about his organization and steer it in that direction.”
传教士@insider
_______
“My approach, as a product guy that's crossed from development to marketing, is that it's essential that the product vision and the marketing brand story are aligned. The story is the promise you are making to the client and the product is the delivery on this promise. Both need to represent a differentiated position in the market category and clearly define and express the customers need that is being solved. Too many product visions are focused on the product and not on the client, yet market share is won by being relevant to the client, not by creating more features.”
执行策略总监 @ apropingo
2.驾驶团队合作
无论您的产品愿景有多强大，在没有产品开发团队的帮助下，很难实现您的业务目标并实现截止日期。您需要周围的员工来帮助您完成任务，并就产品的进度提供反馈。根据我们的专家，驾驶团队合作是创建成功开发过程的最关键组成部分之一。
“We do quarterly planning, which means that every single quarter we think about what we learned from the last quarter, what we heard from customers and what's going on with the business. That then gets broken down into big themes and every single product team sets their own goals based on those themes. So it's like every tech lead, every product manager, every engineer, every designer's involved in escalating the things that they've learned and then thinking about what they can do to contribute to those big goals.”
产品管理总监 @ Drift
_______
“Once you have the vision, build consensus, especially with customer-facing teams i.e. Sales and Marketing. Over communicate your vision. If your vision is easy to recite and remember, it makes your job easier. Make your vision a part of your employee onboarding process. Ensure that every item in your product roadmap showcases the traceback to your vision.“
产品经理@clevertap
________
“I feel this is a key aspect that every product manager/leader has to tackle. To align everyone with your vision you need to inspire them to truly believe in what you are building and project it with the same clarity to your market. A lot of skills, including story building, storytelling, data analysis, problem-solving are at play here. But I strongly believe product managers need to be excellent storytellers to align teams. How you tell a story is completely up to you, choose any framework, any medium, but at the end of the day, the story has to be simple and memorable.”
传教士@insider
_______
“数据，客户反馈和经过验证的用户故事在整个业务中都达成协议，并支持品牌故事和产品愿景是关键。纪律严明的产品经理或产品营销人员需要说的重要答案之一是“否”，每个产品团队都有有限的资源水平，并且专注的交付将优质产品与其他产品分开。bob体育苹果系统下载安装在整个业务中建立的这些原则为他们提供了一个框架，不仅使开发团队保持一致，还使产品开发与营销，销售和支持保持一致。”
执行策略总监 @ apropingo
3.克服产品视觉障碍
如果您以前创建了产品，您会知道开发过程并不容易。弹出式障碍，如果他们想克服他们，您的团队需要自适应。为了帮助您的团队准备，我们的专家能够指出您在产品开发过程中可能会面临的一些最常见的挑战。
“最常见的障碍是如何平衡我们想解决的问题和我们拥有的技术债务，而不是我们想建立的大型新功能，我们认为我们可以帮助发展业务。这始终是您要建造多少新事物，或者要进行多少改进之间的紧张关系，或者因为您有一些技术债务而需要投资的地方。这只是所有不同利益相关者之间的对话。
We have a really strong product culture led by David and Elias who are always thinking about how we can put the customer first. And so even when we're talking about technical debt, we talk about what improvements can we make for the customers by solving for that debt. So even then, we won't build something that's just to make something better. It always to provide value to customers.”
产品管理总监 @ Drift
_______
“通常面对视力的障碍是微调或迭代的。将更新的概念重新传达给整个团队都面临着挑战。由于您一直在一遍又一遍地敲击先前的愿景，因此将新愿景融入并吸收了跨功能。但是竞争对手的论点有时可以胜过您的产品愿景。竞争对手均等案例通常会导致团队之间的一致性问题。”
产品经理@clevertap
_______
“One of the key things that I feel product managers should endure is the temptation to change a product roadmap in reaction to external events. These events could include what competition is doing. It's one thing to recognize a trend and adapt your roadmap to it and it's another thing to react to competition and change the roadmap. This is one practical struggle that I see product teams face in terms of pressure from CXO, Sales or Marketing.”
传教士@insider
_______
“There is a lot that can break this focus; for example, overselling by sales creating a technical debt for the development team to deliver promised features, feature clutter as engineering add more options unchecked by client needs or mismanagement of client expectations leading to feature requests that are not relevant to the broader client base. All of which boils down to a disconnect between the internal teams and a lack of common strategy, creating an unhealthy conflict that can derail the execution of a product vision.”
执行策略总监 @ apropingo
4.评估您的产品视觉过程。
Your process of creating a product vision shouldn't be static. According to our experts, you should be reassessing your process on a regular basis to ensure you're continuously meeting the needs of your customers. Their needs will evolve, and without self-assessment your products won't be effective in captivating your target audience.
“我的一项大建议是首先考虑上一季度发生的事情以及您学到了什么。并确保您参与各个层次的每个人。因此，我认为将目标设定为一个小组并不有效，但是要尽早参与人们以确保您了解他们学到的知识或听到的知识确实很重要，以便您到达您拥有的地步一个愿景，您有目标，每个人都知道它们来自哪里。与所有人共享背景非常重要。它实现了更好的目标，并且确实尊重您的队友。”
产品管理总监 @ Drift
_______
“使您的视野简单简单。从Clevertap的愿景中汲取灵感：优化大规模客户体验。产品愿景是创建您的战略，目标和计划的第一步。不要延迟建立基础，而要超越产品。您的技术堆栈和功能不是愿景。更改是唯一的常数。在您的产品愿景中采用此原则。最后，当您看到客户要求提供与您的愿景不符的功能时，不要害怕说“不”。”
产品经理@clevertap
_______
“没有什么能取代一个以数据为中心的策略。While it might sound cliche, data is truly the best weapon in the arsenal of a product manager. Product and design are two very subjective areas that several people try to influence in an organization and to ensure you are making the right decisions, data is the most important thing.”
传教士@insider
_______
“bob电竞官方下载软件公司总是在创建明天的产品之间进行平衡，也许客户（甚至销售团队）都不知道他们想要的，满足客户和市场的需求，并维护或维护或维修的决定昨天做了。这三个之间始终存在紧张关系，这表现在销售，支持和产品开发之间的冲突中。由整个C套件拥有和支持的强大产品愿景对于实现平衡，支持需要做出的艰难决定，对整个组织充满信心以及执行重点是必不可少的。”
执行策略总监 @ apropingo
所有这些访谈中提到的一个共同主题是对开发团队的目标清楚。无论是生产愿景还是其他任何东西，如果您清楚自己的团队要实现的目标，那么您更有可能将所有努力朝着正确的方向发展并获得更好的结果。
For more tips about product development, read about the best way to create a产品路线图。
最初发布于2019年4月29日上午10:49:15，2019年10月29日更新
主题：
产品管理相关文章
