Product vision

A template for defining your product vision using the Working Backwards press release format, establishing scope and creating guardrails for your team.

Using the “Working Backwards” model, create a future-state press release (from chapter 1.3 Product vision). This press release should describe the launch of your product — as if it was happening today. This creates a visionary description of the future.

Once you have your press release, you can further refine it to create a more concise vision statement.

”Working Backwards”

Amazon’s “Working Backwards” is one framework for visualizing the end state of a product. Written in a press-release format, it contains the problem, gaps from existing solutions, and why the new product will solve the problem.

Section	Description
Title	Write a press release title in the following format: “Team/Company announces technology/service/tool to enable customer segment to benefits of tech/service/tool.”
Subtitle	Frames the title in a different manner while also providing a bit more detail.
Intro Paragraph	3-4 sentences that reiterate and expand upon the information mentioned in the Title. Include who the main customers are and what exactly is being launched.
Problem Paragraph	Include 3-4 most important problems for the customers that the product is supposed to solve. Briefly explain each problem and the impacts it has on customers.
Solution Paragraph	Describe in detail how your product solves the problems laid out in the previous paragraph. This needs to be specific, for instance, setting the key result of “operating costs will be reduced by 50%” or “establishes sustained investment into artificial intelligence.”
How the Product Works?	Describe what the customer or end user must do to be able to use your product.
Customer Quote	Create a fake quote from your customer or individual user that addresses how your product will solve one or more pain points they experience.

Product vision

”Working Backwards”

Press release

Vision statement

Statement