Visionary product leaders may have fully-fledged ideas about the kind of products they want to build, what those products look like, function like, and feel like for users. But even if they miraculously have this sense, they still have to build consensus and share their vision in a way that makes their teams rally around and bring to life that product. Some people on your team may be visual thinkers, and won’t buy in until they see the thing they want to believe in. Others may be storytellers, wanting to hear more about this magical product you’re trying to create. How do you go from vision to reality?

In this week’s poll, we asked you which medium is better for delivering your product vision—a written document or a wireframe? 84% of you believed that a wireframe is more effective, an overwhelming majority reflected by one of our debaters. But there’s still the case for narrative in relaying your vision, as our other debater argues.


A picture does tell 1,000 words, but I find wireframes work best with a simple narrative attached that includes what you are building, for which personas, to what business objective, with which risks attached. Pretty pictures don't always represent the strategy or vision behind the feature.

Sam Boonin

VP Product Strategy, Zendesk


Wireframes, of course. The only exception might be extremely technical products, and even in those, the UI parts should be wireframed. The advantages of wireframes are clear: they allow you to perform sanity checks (if dev did not understand you, what are the odds your user will?); they boost the quality; they are a clear way to communicate and discuss products (as they can be understood in a meeting in no time); they allow different levels of details - from a general idea to detailed coverage of all use cases. Spec? I mean, that's so 90's!

David Schwartz

VP Product, Wix