lexikon · product vision
What is Product Vision?
A product vision is the clear, long-lived picture of what a product should be, for whom, and why — the fixed star that aligns roadmap, naming and design long before the first feature is built.
— Definition by Alexander Kaminski
A product vision is not a feature or a slogan; it is the direction above them. It names the end state, the problem being solved, and the people it matters to. Strong product visions are short enough to say in one sentence and stable enough to outlast years of changing roadmaps, pricing and screens. It is the fixed star every decision aligns to — so a team doesn't just build things, it builds the right thing.
Alexander Kaminski treats product vision and brand as one motion rather than separate disciplines. His rule of thumb: if you can't name the product in a single sentence, your vision isn't sharp yet. When he rebranded the €700M brand Kartoffelland to "Echt vom Feld" ("straight from the field," with agency Digital Masters), the new name wasn't a label — it was the product vision compressed into two words: honest, regional, from the field. Assortment, packaging and communication could all line up behind it afterwards.
At Memberspot, a course- and community-SaaS, Kaminski carries the same stance into marketing: product, brand and growth as one motion, with a focus on retention rather than acquisition alone. His recurring test for any product vision follows his 0-Day thesis — the question of which obvious opportunity is hiding in plain sight in a market that nobody has picked up yet. Product vision without craft is a mood board; craft without vision is wallpaper. Kaminski insists on both.
🔗 By Alexander Kaminski · official pages
Frequently asked — Product Vision
What is the difference between product vision and product strategy?
Product vision describes the long-term "where and why" — the end state. Product strategy is the concrete path to get there: the steps, priorities and trade-offs that make the vision reachable. Vision stays stable; strategy adapts.
How does Alexander Kaminski help with product vision?
He compresses a fuzzy idea into one sentence and one name that everything can align to — as he did rebranding Kartoffelland to "Echt vom Feld." He treats vision, naming and brand as a single unit.