#11 - Vision Statement, What is the elevator pitch?
What is the elevator pitch?
Once I have identified the Product Owner as outlined in my previous post:
I move onto the 11th area, the Vision Statement.
The Vision Statement provides a brief and clear description for the entire Information Product Canvas.
What is the elevator pitch?
Think of it as a succinct elevator pitch for the entire Information Product. It’s a powerful narrative you’d deliver to an executive leader during a brief 2-minute elevator ride, or a quick Google Meet call, seeking funding or approval for the data team to bring the Information Product to life.
The Vision Statement should encapsulate the essence, value, and potential of the Information Product in a clear and persuasive manner.
It should clearly articulate who the Information Product is for, what it will do, and why it’s valuable.
For: Identify the primary user, Persona, or sponsor of the Information Product
Who: What outcome do they need to deliver? What value will be achieved if it is delivered? Grab this from the Action/Outcome area.
The: Meld the Information Product’s name with its primary Delivery Type, reinforcing its unique identity.
That: The crux of what the Information Product delivers. Use questions from the Business Questions area, or items from the Feature Stories & Will / Won’t areas.
Unlike: What is the alternative of not having this Information Product available? Highlight the shortcomings the Information Product will address.
The Vision Statement is typically formulated after the rest of the canvas has been populated.