Product Vision (Scrum Element)

Definition

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.”

Related

• Core Items
  • The Product Backlog (Element of Scrum and Agile Marketing)
  • The Sprint Backlog (Element of Scrum and Agile Marketing)
  • Sprint Planning Meeting (Element of Scrum and Agile Marketing)
  • The Sprint (Element of Scrum and Agile Marketing)
  • The Daily Scrum and Standup (Element of Scrum and Agile Marketing)
  • The Increment (Element of Scrum and Agile Marketing)
  • The Sprint Retrospective (Element of Scrum and Agile Marketing)
• Additional Items
  • The Sprint Goal
  • The Definition of Done
  • The Product Vision
  • The Burndown Chart
  • The Business Value
  • Story Points
  • Kanban

Resources

• Template: Sprint Retrospective Meeting Agenda (PDF)
• Template: Sprint Planning Session Meeting Agenda (PDF)
• Template: Retrospective Meeting Agenda (PDF)
• Book: The Agile Brand Guide to Agile Marketing Fundamentals (2023) by Greg Kihlström
• Book: The Agile Brand Guide to Agile Marketing Implementation (2023) by Greg Kihlström
• Online Course & Certification: ANA Agile Marketing Certification

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