Describe the future experience
A vision should explain the change you want to create for a defined audience. Broad language about innovation is less useful than a clear picture of what customers will be able to do differently.
Connect vision and strategy
The vision describes a direction; strategy explains the choices that make progress possible. Identify the customers, needs and capabilities you will focus on. Be explicit about what you will not pursue yet.
Use it to test decisions
When evaluating a proposal, ask how it supports the direction and whether it distracts from more important work. A vision that supports every possible idea may be too vague to guide prioritisation.
Review it with evidence
A vision can remain stable while the path changes. Revisit the assumptions about customers and the market as you learn. Communicate changes clearly so the team understands whether the destination or only the route has shifted.
Turn an ambitious direction into choices your team can use.
