VISION
Highlight the benefits
If you create something people actually need or want, they are more likely to use it or pay you for it.
Preview how this activity will happen in this two-minute video from the template. Turn on closed captioning to read instructions in your preferred language.
When describing a better future it’s important to make those who will benefit key characters, but it’s common for an initial vision to be about our own success.
Stories featuring other characters whose lives are made better will prevent your own voice from dominating and give people a reason to believe in the vision.
Ways to bring those you are creating value for into the story include:
Persona profiles of the mindset and situation of key people
Create an empathy map to capture what people say, think, do, and feel
Storyboard the steps and interactions of a new experience
Use Jobs-to-be-done framework to express the underlying goal
Whatever the method used, it should:
Express benefits from other people’s point of view, not your own
Enable updates and additions by colleagues
Prioritise those to focus on in subsequent stages
Create compelling story material
We recommend these initial steps to help emphasise how the better future you are creating will benefit people. It’s a simple format that yields value further down the line.
Describe a better future. You should already have some vision statements.
Discuss the benefits. WHY would this make things better for others?
Imagine key features. HOW might people experience this vision?
Choose the best answers
Create one line stories that quickly express who will benefit from the work and why
While trying to craft a customer value proposition, a product manager at What Could Be listed out a range of benefits why a new product would be valuable and how those benefits might be delivered. This raw material was used for marketing copy as well as helping the team focus on more popular templates that teams were already using.
Knowing how to embed the benefits for others into your vision we hope you’re ready to do this on your project.
HOW?
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