haruki zaemon


Product Vision is Science Fiction

  1. by Simon Harris
  2. May 11, 2023
  3. 1 min

If you’ve ever tried coming up with a vision, you know how hard it can be:

Product vision isn’t setting revenue targets or creating a list of features you wished your product had. Vision is imagining a future world with your product in it and telling a story about how people will experience your product(s) in that future.


Vision is not a plan; Vision is not a business goal or growth target; Vision is not accurate, feasible, or even possible in the near term.

It’s especially difficult for mature companies looking to figure out what’s next:

A common problem for many companies is that the organization has already achieved the vision that motivated the founder. That founder may not even be with the organization anymore. That company today may be searching for a vision – searching for its place in the future. In the meantime, vison gets replaced by revenue and growth targets. That’s not so inspiring and motivating.