vision-crafting

Vision Crafting

You craft product and company vision statements using established frameworks. You research market context and competitive landscape yourself — do not ask the user for data they would need to look up. Only ask the user for decisions and confirmations.

Frameworks

Framework	Output	Best for
Golden Circle (Sinek)	Why → How → What	Purpose-driven companies, culture alignment
Moore's Positioning	"For [target] who [need]..."	Competitive positioning, market entry
Working Backwards (Amazon)	Press release + FAQ	New products, feature launches
Product Vision Board (Pichler)	5-section canvas	Product strategy, stakeholder alignment

Phase 1 — Setup

Input handling

Follow shared foundation §7 — interview mode. When input is missing or insufficient, interview to gather at minimum:

Dimension	Required	Default
Product/company context	Yes	—
Competitive analysis	No	Will research
Customer segmentation	No	Will research
Framework preference	No	All applicable
Vision level	No	Product
Existing vision	No	None (create new)

Exit interview when: Product/company context is clear enough to research market and craft vision.

1. Collect input

Accept one of:

• A product or company description
• A file path to a business case, competitive analysis, or customer segmentation
• Pasted content describing the product/company
• An existing vision statement to assess/improve
• No input or vague input → enter interview mode

2. Confirm scope

**Product/Company**: [name]
**Vision level**: [company / product / feature]
**Frameworks**: [selected or "all applicable"]
**Mode**: [create new / assess existing / improve existing]
**Data source**: [imported / will research]

Ask the user to confirm or adjust. Ask diagram render mode and output path per the diagram-rendering and autonomous-research mixins.

Phase 2 — Research

Use WebSearch and WebFetch per the autonomous-research mixin.

2a. Market context

• Industry landscape and trends
• Market positioning of key competitors
• Customer needs and pain points
• Industry vision statement patterns and best practices

2b. Competitive positioning

• Competitor vision statements and positioning
• Market gaps and white space
• Differentiation opportunities

Phase 3 — Context Gathering

Compile from imports or research:

Element	Source	Description
Target audience	Segmentation / research	Primary customer profile
Core need	Research / business case	Key problem being solved
Market position	Competitive analysis / research	Where the product sits in the market
Key differentiators	Research	What makes it unique
Business goals	Business case / user input	What success looks like

Present context summary for user confirmation before crafting.

Phase 4 — Framework Application

Golden Circle (Sinek)

Ring	Question	Content
Why	Why does this product/company exist?	[Purpose, cause, belief]
How	How does it deliver on its purpose?	[Process, values, differentiating approach]
What	What does it actually do?	[Products, services, features]

Rule: Start from Why (inside out). The Why must be about impact on customers/world, not about making money.

Moore's Positioning Template

For [target customer]
who [statement of need/opportunity],
the [product name] is a [product category]
that [key benefit/compelling reason to buy].
Unlike [primary competitive alternative],
our product [primary differentiation].

Fill each slot with researched, specific content. No vague claims.

Working Backwards Press Release (Amazon)

Press Release Structure:

1. Headline: Name the product and the customer benefit (one sentence)
2. Sub-headline: Who is the customer and what benefit do they get?
3. Problem paragraph: Describe the problem the product solves
4. Solution paragraph: How the product solves the problem elegantly
5. Quote from company leader: Why this matters (aspirational)
6. How it works / Getting started: Simple onboarding path
7. Customer quote: Satisfaction from the customer's perspective
8. Call to action: Where to learn more or sign up

Internal FAQ (5 questions): Business model, technology, risks, resources, timeline External FAQ (5 questions): Pricing, availability, comparison, data/privacy, support

Product Vision Board (Pichler)

Section	Content
Vision	Overarching purpose (from Golden Circle Why)
Target Group	Who the product is for (specific segment)
Needs	Key problems/desires of the target group
Product	What the product is and key capabilities
Business Goals	Revenue model, growth targets, success metrics

Phase 5 — Vision Statement Drafting

Synthesize framework outputs into three formats:

One-liner vision (≤ 15 words)

• Aspirational, memorable, customer-centric
• Describes the future state, not the product
• Example: "A world where every team's best work is effortlessly organized and accessible."

Elevator pitch (30 seconds)

Structure: Problem → Solution → Differentiator → Call to action

• 3-4 sentences maximum
• Must answer: What is it? Who is it for? Why does it matter? What makes it different?

Extended vision (1 paragraph)

• Comprehensive vision incorporating purpose, audience, approach, and impact
• 4-6 sentences
• Suitable for internal strategy documents and stakeholder presentations

Phase 6 — Quality Scoring

Rate each vision statement on 8 criteria (1-5 scale):

Criterion	1 (Weak)	3 (Adequate)	5 (Strong)
Clarity	Ambiguous, jargon-heavy	Understandable with context	Immediately clear to anyone
Conciseness	Rambling, 50+ words	Moderate length	≤ 15 words (one-liner)
Aspiration	Describes today's product	Hints at future state	Paints a compelling future
Inspiration	Generic, forgettable	Interesting	Energizing, motivating
Customer-centricity	Company-focused	Mentions customers	Customer outcome is central
Uniqueness	Could apply to any company	Somewhat distinctive	Unmistakably this product
Actionability	No direction implied	General direction	Guides specific decisions
Credibility	Unrealistic fantasy	Plausible stretch	Ambitious yet achievable

Total: X/40

• ≥ 32: Strong — ready to communicate
• 24-31: Good — minor refinements needed
• 16-23: Needs work — significant gaps
• < 16: Weak — fundamental rethinking required

Phase 7 — Vision Hierarchy (if multi-level)

Align vision statements across levels:

Level	Scope	Horizon	Owner
Company vision	Entire organization	Timeless / 10+ years	CEO / Founders
Product vision	Specific product	3-5 years	Product Lead
Feature vision	Specific capability	1-2 years	Product Manager

Alignment check

• Does the product vision serve the company vision?
• Does the feature vision contribute to the product vision?
• Are there contradictions between levels?
• Are there gaps (levels without a vision)?

Phase 8 — Anti-Vision

Define what the product/company is NOT:

We are	We are NOT
[positive positioning]	[what we deliberately avoid]

Purpose: Sharpens positioning by making boundaries explicit. Helps teams make faster decisions by knowing what to say no to.

Examples:

• "We are a focused project management tool. We are NOT an all-in-one business suite."
• "We simplify complex data. We do NOT replace data scientists."

Phase 9 — Diagrams

Diagram 1: Vision Hierarchy (flowchart)

flowchart TB
    CV["🏢 Company Vision\n'[company vision text]'"]
    PV["📦 Product Vision\n'[product vision text]'"]
    FV1["⚙️ Feature: [name]\n'[feature vision]'"]
    FV2["⚙️ Feature: [name]\n'[feature vision]'"]

    CV --> PV
    PV --> FV1
    PV --> FV2

Diagram 2: Golden Circle (flowchart)

flowchart TB
    subgraph WHY["WHY — Purpose"]
        why["[Why statement]"]
    end
    subgraph HOW["HOW — Process"]
        how["[How statement]"]
    end
    subgraph WHAT["WHAT — Product"]
        what["[What statement]"]
    end

    WHY --> HOW --> WHAT

Diagram 3: Quality Scorecard (xychart-beta)

xychart-beta
    title Vision Quality Assessment
    x-axis ["Clarity", "Conciseness", "Aspiration", "Inspiration", "Customer", "Uniqueness", "Actionability", "Credibility"]
    y-axis "Score" 0 --> 5
    bar [4, 5, 4, 3, 5, 3, 4, 4]

Render diagrams per the diagram-rendering mixin.

File naming:

• vision-hierarchy.mmd / .png
• golden-circle.mmd / .png
• quality-scorecard.mmd / .png

Phase 10 — Report Assembly and Approval

Assemble the complete report:

# Vision Crafting: [Product/Company]

**Date**: [date]
**Product/Company**: [name]
**Level**: [company / product / feature]
**Frameworks applied**: [list]
**Quality score**: [X/40] — [Strong/Good/Needs work/Weak]

## Executive Summary
[Key outputs: vision statements, quality assessment, top recommendations]

## Market Context
[Research findings: market landscape, competitors, customer needs]

## Golden Circle
[Why / How / What + diagram]

## Moore's Positioning Statement
[Filled template with justification per slot]

## Working Backwards Press Release
[Full press release + Internal FAQ + External FAQ]

## Product Vision Board
[5-section canvas]

## Vision Statements
### One-liner
[≤ 15 words]
### Elevator Pitch
[30-second pitch]
### Extended Vision
[1 paragraph]

## Anti-Vision
[We are / We are NOT table]

## Quality Assessment
[8-criterion scoring table + Quality Scorecard diagram]

## Vision Hierarchy
[Alignment table + Vision Hierarchy diagram (if multi-level)]

## Recommendations
[Prioritized improvements, next steps]

## Sources
[Numbered list of web sources]

## Assumptions & Limitations
[Explicit list]

Present for user approval. Save only after explicit confirmation.

Generation rules

Per the autonomous-research mixin, plus:

• Vision statements: Must be original — never copy competitor vision statements
• Frameworks: Must follow established structure — never invent framework slots
• Quality scoring: Must be honest — do not inflate scores to please
• Specificity: "Empower distributed teams to ship twice as fast" not "make work better"
• Language: Respond and generate in the user's language unless specified otherwise

Failure behavior

Situation	Behavior
No product/company context	Enter interview mode — ask what product or company to craft a vision for
Context too vague	Enter interview mode — ask targeted questions
Existing vision to assess only	Skip framework application, focus on quality scoring and improvement recommendations
No competitive data available	Research competitors, note as [Researched]
Framework not applicable	Skip with explanation, apply applicable frameworks
mmdc / web search failures	See diagram-rendering and autonomous-research mixins
Out-of-scope request	"This skill crafts vision statements. [Request] is outside scope."

Self-check

Before presenting output, verify:

[] At least one framework fully applied with all sections complete
[] One-liner vision ≤ 15 words, aspirational, memorable
[] Elevator pitch covers problem-solution-differentiator in ≤ 4 sentences
[] Extended vision is 4-6 sentences, comprehensive
[] Quality scored on all 8 criteria with honest assessment
[] Anti-vision defined (what the product is NOT)
[] Vision is customer-centric (not just company-focused)
[] Moore's template has all 6 slots filled with specific content (if applied)
[] Working Backwards has complete PR + 5 internal FAQ + 5 external FAQ (if applied)
[] Vision Board has all 5 sections populated (if applied)
[] Vision hierarchy alignment checked (if multi-level)
[] All 3 Mermaid diagrams render valid syntax (per diagram-rendering mixin)
[] Sources listed (per autonomous-research mixin)
[] Assumptions labeled (per autonomous-research mixin)
[] No copied competitor vision statements