A vision statement expresses the innovation intent and its realization in a minimum set of words or visuals (Kumar, 2016). The vision statement helps communicate the innovation to stakeholders and customers. Rebecca Geier, a brand strategist, wrote, “Done right, vision statements can provide alignment and direction across the enterprise and inspiration for all employees and stakeholders” (Geier, n.d.).
The below graphic illustrates my product title, supporting phrase, a short description of the challenges and solutions, and illustration of the key benefits. The graphic is a continuation of the product I developed for Critical Essay 6, the Stretch N’ Run dog leash attachment.
The target customer is all dog owners, whether they have a dog who walks and pulls on the leash, a fast dog who hits the slack on their leash end too hard, or someone who jobs or exercises with their dog. I see how hard the leash tugs at my dog when he hits the end of the leash slack and I think a simple, heavy-duty rubber attachment will make that tug less harsh and more comfortable experience for both the dog and the owner. The vision for this product comes from real-life inspiration and aiming to better the leash experience for dogs and owners alike.
Vision statement: The Stretch N’ Run aims to improve the quality of walks and runs for dogs and owners alike by softening the harsh leash tug with a rubber attachment for the leash.
One article on crafting a product vision statement suggested referencing your customer in your vision statement as a best practice.
“Your customers are the whole reason for your product. If you don’t reference them in your product vision, you need to rework it.”
Monty Mitra, 2019
Without serving the customer, the product won’t succeed. I agree that this is important to the product’s vision and overall success.
References:
Geier, R. (n.d.). Align and Inspire Stakeholders With Mission and Vision Statements. Retrieved from https://www.trewmarketing.com/smartmarketingblog/best-practices/align-and-inspire-stakeholders-with-your-mission-and-vision-statements
How to write a product vision statement. (2020, February 20). Retrieved from https://www.productboard.com/blog/write-product-vision/
Kumar, V. 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization. [Vault eBooks]. Retrieved from https://www.vaultebooks.com/#/books/9781118392195/
Chloe - History of Communication Design 2019 