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How can you build and maintain momentum for your product vision over time?

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As a product marketer, you have a crucial role in shaping and communicating your product vision to your internal and external stakeholders. But how do you keep them engaged and excited about your vision over time, especially when you face challenges, delays, or changes in the market? In this article, we'll share some tips on how to build and maintain momentum for your product vision, from ideation to launch and beyond.

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1 Define your vision clearly

The first step to build momentum for your product vision is to define it clearly and succinctly. Your product vision should answer the following questions: What problem are you solving? Who are you solving it for? How are you different from the competition? What value do you deliver to your customers? Your product vision should be aligned with your company's mission, values, and goals, and reflect your customer's needs and preferences. You should also be able to articulate your product vision in a simple and compelling way, using stories, examples, or data.

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Lauren Colbeck

Strategy and Leadership | Product Management | Product Marketing and Growth | Product Career Mentorship
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Your product vision serves as the thread that connects your company's goals and market needs to your value proposition and roadmap. It should serve to inspire your teams, give direction for your product strategy, and keep you accountable to creating the best possible outcomes for your users and your business. A product vision is the 'what' you want to do while your product strategy is the 'how' you'll do it - you need both to be aligned to successfully achieve your goals.

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2 Communicate your vision consistently

The next step to build momentum for your product vision is to communicate it consistently and frequently to your internal and external stakeholders. Your stakeholders include your team, your management, your cross-functional partners, your investors, your media, your influencers, and your customers. You should use different channels and formats to reach them, such as emails, newsletters, blogs, podcasts, webinars, social media, events, demos, or testimonials. You should also tailor your message to each audience, highlighting the benefits and features that matter most to them. The key is to keep your stakeholders informed, educated, and inspired by your product vision.

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Eugina Jordan

CMO to Watch 2024 I Speaker | 3x award-winning Author UNLIMITED I 12 patents I AI Trailblazer Award Winner I Gen AI for Business
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Here are the steps: Step 1: Identify stakeholders—team, management, partners, investors, media, influencers, customers. Step 2: Craft a clear, tailored message for each group, emphasizing benefits. Step 3: Use diverse channels—emails, blogs, social media, events. Step 4: Ensure consistency in communication frequency to sustain interest. Step 5: Adapt formats to stakeholder preferences for an engaging experience. Step 6: Encourage two-way communication, soliciting feedback for improvement. Step 7: Implement metrics to measure impact, allowing for strategic adjustments. Step 8: Continuously iterate communication strategy based on stakeholder responses and market dynamics.

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3 Validate your vision regularly

The third step to build momentum for your product vision is to validate it regularly with your customers and the market. You should conduct user research, surveys, interviews, feedback sessions, beta testing, or experiments to test your assumptions, hypotheses, and value propositions. You should also monitor the trends, opportunities, and threats in your industry, and analyze the performance, strengths, and weaknesses of your competitors. By validating your product vision, you can learn from your customers and the market, and iterate on your product accordingly. You can also use the insights and evidence you gather to support and refine your product vision.

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Lauren Colbeck

Strategy and Leadership | Product Management | Product Marketing and Growth | Product Career Mentorship
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Your product vision is not static. Just like your market and business, needs and goals will change over time. If you feel that you need to change it frequently, this may indicate that you haven't found the right articulation of your USP and value proposition. Your product strategy will change more frequently than your vision as you find the best way to achieve that vision. But it's important to revisit and validate your vision to ensure it still serves your market and your business.

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4 Celebrate your vision milestones

The fourth step to build momentum for your product vision is to celebrate your milestones and achievements along the way. You should recognize and reward the efforts and contributions of your team and your partners, and share the positive outcomes and impacts of your product with your stakeholders. You should also showcase the progress and results of your product development, such as prototypes, features, releases, or reviews. By celebrating your product vision milestones, you can boost the morale and motivation of your team and your stakeholders, and reinforce their confidence and commitment to your product vision.

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5 Adapt your vision flexibly

The fifth step to build momentum for your product vision is to adapt it flexibly to changing circumstances and feedback. You should be open and responsive to new ideas, suggestions, or criticisms from your team, your partners, or your customers. You should also be willing and able to pivot or adjust your product vision when you encounter obstacles, challenges, or opportunities in the market. By adapting your product vision flexibly, you can demonstrate your agility and resilience, and ensure that your product remains relevant and valuable to your customers and the market.

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6 Revisit your vision periodically

The sixth and final step to build momentum for your product vision is to revisit it periodically and evaluate its effectiveness and alignment. You should review your product vision at least once a year, or more often if needed, and ask yourself the following questions: Is your product vision still clear and compelling? Is your product vision still aligned with your company's mission, values, and goals? Is your product vision still reflecting your customer's needs and preferences? Is your product vision still differentiating you from the competition? Is your product vision still delivering value to your customers and the market? By revisiting your product vision periodically, you can ensure that your product vision stays fresh and focused, and that you keep building and maintaining momentum for it over time.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you build and maintain momentum for your product vision over time?

1

2

3

4

5

6

7

1 Define your vision clearly

2 Communicate your vision consistently

3 Validate your vision regularly

4 Celebrate your vision milestones

5 Adapt your vision flexibly

6 Revisit your vision periodically

7 Here’s what else to consider

Product Marketing

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How can you build and maintain momentum for your product vision over time?

1

2

3

4

5

6

7

1 Define your vision clearly

2 Communicate your vision consistently

3 Validate your vision regularly

4 Celebrate your vision milestones

5 Adapt your vision flexibly

6 Revisit your vision periodically

7 Here’s what else to consider

Product Marketing

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