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In agile methods we often work with Visions to set clear goals and align all people included in product development. A vision is often formulated as an product vision statement:

For … «target customer»
Who … «needs»
The … «product name»
Is a … «product category»
That … «product benefit. Reason to buy»
Unlike … «competitors»
Our product … «differentiation or value proposition»
This supports our company strategy to … «name or description of strategy»