…oadmaps also guide teams, but they only express what to do and when. They don’t tell a company why. Vision—whether presented through a video, storyboard, or some other means—gives purpose and clarity to our work. Without it teams often lose sight of their mission.
Designers struggle to speak the language of business as a company scales. They have to interact with new executives and engineers and communicate the ideas behind their work and how it will help the business succeed. They can’t get lost in the weeds talking about typefaces, they need to talk about empowering customers.