Sure thing! The For statement is about the target market, eg. For product managers, For new moms, For car owners, etc. The Who statement is about their needs or desires, eg. Who want to understand reams of data better, Who want privacy, Who want peace of mind that they have done the right things.

Obviously the more specific you can be about YOUR target market and THEIR needs to be met, the better, as this means your less likely to be crashing into a competitor who’s building towards the exact same thing. This is where lots of customer discovery work comes in handy 🙂

I haven’t read the book “Crossing The Chasm” by Geoffrey Moore yet but could you explain the difference between ‘FOR’ and ‘WHO’ a bit more?

I too would like to see your approach on this!

Question, if you have multiple user groups/types for your product, both internal users and external customers, do you think you need to create a separate vision statement for each?

Multiple user groups often require different products in order to address their individual needs therefore requiring separate vision statements? If so, how would you communicate the combined vision that the business can address the needs of all users?

Curious how you approach this.