Product Vision (Scrum Element)


The Product Vision is defined as a description of the product, project, or campaign that is being worked on. It should contain a set of information that gives a full picture of the initiative including: audience, competitors, advantages, promotion methods, channels to be used, measures of success, and more. The product vision is defined before work begins, at the earliest stages, and it helps inform the team on prioritization and other decisions to make. For marketers, we can often replace the word “product” in product vision with something like “campaign” or “project.”

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