Product Vision & Scrum Events

Product Vision & Scrum Events 

April 10, 2024 | Lavaneesh Gautam

What Is Product Vision?

A product vision is a succinct, inspiring articulation of where your product is heading. It embodies the essence of your product — the core values it upholds, the core needs it fulfils, or the core problems it solves.

Vision states your overarching goal, the ultimate reason for creating the product. Roman Pichler

It focuses on ‘ ‘Why Are We Creating a Product’ instead of ‘What are we going to deliver’ or ‘How are we going to deliver’. Product Vision is not solution-focused. 

Learn More: What Is Product Vision and Why It Is Important 

Product Vision & Scrum Events

Creating a product vision is merely the first step, akin to planting a seed in a garden. I’ve observed numerous teams and individuals gather crowds to sow this seed, crafting their product visions with enthusiasm. Yet, after this initial burst of activity, the momentum often wanes, much like a garden left untended. 

The vision, which should be a living, thriving entity, risks becoming forgotten foliage. If fortune smiles, it might be briefly revisited during the next town hall or quarterly meeting, but too often, it devolves into a mere tickbox activity, a forgotten plant in the vast ecosystem of organizational priorities. Just as a seed needs consistent care — water, sunlight, and soil — to blossom, a product vision requires ongoing attention, dialogue, and integration into daily work to truly take root and flourish.

 Let’s explore how we can how you can apply the Product Vision concept to various Scrum events to enhance communication, engagement, and motivation.

1. Sprint Planning

Created By- Lavaneesh Gautam 
  • Share the Vision: Kick off your sprint planning by communicating the product vision and how the Product Goal contributes to that. This reminds the team of the big picture and how this sprint’s work contributes to it.
  • Inspire Collaboration: Use the Product Vision to foster a discussion about the Sprint Goal. Encourage team members to share how they see the Sprint Goal and selected Product Backlog Items fitting into the vision, enhancing ownership and motivation.

2. Daily Scrum 

Created By- Lavaneesh Gautam

An Atomic Habit: I strongly recommend beginning each Daily Scrum with a swift reminder of the Product Vision, especially when the team is new or embarking on a fresh product or initiative. 

Think of this practice as your morning coffee — a vital ritual to kickstart your day with energy and focus. Just as your need for caffeine might lessen as you adjust to a new routine, becoming more alert and energized on your own, the frequency of these daily vision reminders can decrease as the Product Vision becomes ingrained in the team’s mindset, turning into their second nature. This approach ensures that every team member aligns their daily tasks with the overarching goals, keeping the project’s purpose at the forefront of their efforts.

3. Sprint Reviews

Created By- Lavaneesh Gautam
  • Reiterate the Vision: Begin the review by revisiting the Product Vision, setting the stage for stakeholders to appreciate how the work completed during the sprint advances the product vision.
  • Feedback Through the Vision Lens: Invite stakeholders to provide feedback not just on the increment but on how well they feel the progress aligns with the product vision expressed in the pitch. 
  • Next Step Towards Vision: Engage with stakeholders to determine the next steps toward achieving the Product Vision. Assess the current relevance of our product: Is it still valid in the market? Consider what the next Product Goal could be. Evaluate whether there’s a need to pivot our strategy to better align with the Product Vision. 

4. Sprint Retrospectives

Created By- Lavaneesh Gautam
  • Vision as a Reflection Tool: Use the Product Vision as a basis for reflection. Engage the team if they feel their work during the sprint moved the product closer to the vision. Did they feel motivated and inspired? 
  • Continuous Improvement: Discuss how the team’s understanding of the vision has evolved and whether the Product Vision itself needs refinement based on what the team has learned.

5. Sprint 

Created By- Lavaneesh Gautam

Throughout the Sprint, the Product Vision serves as a compass, guiding us when we feel lost. However, it proves especially invaluable during the activity of Product Backlog Refinement, shining a light on the path ahead and ensuring our efforts align with our ultimate goals.

  • Filter Through Vision: Revisit the Product Vision and Product Goal before diving into backlog refinement to ensure that upcoming work aligns with the product vision.
  • Prioritize with Purpose: Use the Product Vision and the Product Goal as a criterion for prioritising backlog items. Ask, “Does this work directly contribute to achieving our vision and goal?”


Incorporating the Product Vision into Scrum events is not just about keeping the product vision alive in everyone’s minds; it’s about creating a shared language and understanding that propels your team forward. It transforms the Product Vision from a static statement into a dynamic, guiding force that informs every aspect of your team’s work.

Great experience with Lavaneesh. He brought a wealth of stories and practical tools, using a very conversational and down-to-earth teaching style. We had many deep and useful discussions as a class.


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