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Introduction

The Vision Cone is a graphic representation of the 'scope of opportunity' or 'problem space' that helps teams define and narrow down the problem they are trying to solve. It consists of three concentric circles representing the scope of the problem, the stakeholder needs, and the possible solutions.

Vision Cone

The vision cone technique is also known as vision setting, clarity cone or strategy cone.

Description

What is this tool about

A vision cone is commonly represented as a three-dimensional cone with varying degrees of specificity, ranging from broad aspirations at the top to more concrete details at the bottom. The top of the cone represents the project's overall vision or goal, while the middle and bottom represent the specific objectives, strategies, and tactics required to achieve that vision.

For which purposes is it used

• Assists teams in developing a shared understanding of the project's purpose, goals, and objectives.
• Clarifies the scope and direction of the project by identifying key stakeholders, outlining the problem space, and specifying desired outcomes.
• Gives others, such as stakeholders or potential users, a visual framework for communicating the project's vision.
• Facilitates collaboration and keeps the team focused on a shared vision and purpose.
• As the team learns more and iterates on their ideas, they can evaluate and refine the project's direction.

Limitations

• Time-consuming
• Connection to real-world problems.

How to implement these technique/tools

Make sure the students have any material to take notes. For online, any document-sharing application is good. For example, Google docs, Miro or Mural.

Preparation, before the session:

• Ensure you understand the vision cone activity's purpose and how it fits into the overall design thinking process.
• Ensure you understand the challenge or problem you're attempting to solve.
• Investigate the topic you've chosen and collect any relevant information that can assist you in filling out the PAST, NOW and FUTURE sections of the cone. This could include data, user research, or stakeholder feedback.
• Because the vision cone activity is a collaborative exercise, it is critical that you collaborate closely with your team members.
• You may need to prepare materials such as paper, markers, or a digital template, depending on the format of the vision cone activity.
• Ensure you give yourself enough time to finish the activity without feeling rushed.

 

During the session:

• Choose a topic that relates to the challenge you're trying to solve, such as mobility or health. Use a template or draw two cones labelled with PAST, NOW, and FUTURE.
• Describe the current situation, including the project's status, the state of technology, and how people currently perceive it.
• Look at the past and include relevant research, technology, or social changes. Be accurate with dates and link-related events.
• Imagine a future, even if it's unlikely, and write down your findings. For example, what if we had autonomously flying cars?
• Create memorable names for different possible future scenarios.
• Choose a desirable future scenario and work backwards to identify what steps need to happen now to achieve it.
• Figure out specific next steps based on the desired future scenario.

 

Follow-up after the session:

• Following up on a vision cone activity entail debriefing the team, reviewing the findings, determining the next steps, assigning responsibilities, establishing timelines, and following up regularly. By following these steps, the team can stay on track, make necessary adjustments, and achieve the desired future scenario identified by the vision cone exercise.

Examples and/or testimonials

Example of how it can be used in secondary school.

Links: https://hbr.org/2019/07/how-to-do-strategic-planning-like-a-futurist

Tools needed

Paper, pens, Post‐its Cords, and pins (optional: to create the vision cone outlines). For online: Laptop, Internet connection, notepad for notes, and Miro or Mural Tool.

Resources

Links:

• Miro: https://miro.com/miroverse/vision-cone/
• Mural: https://www.mural.co/
• How to build Strategic vision: https://www.clearpointstrategy.com/blog/strategic-vision
• Future cone: https://www.jisc.ac.uk/guides/vision-and-strategy-toolkit/futures-cone

Papers:

• Lewrick, M., & Link, P. (2015). Design thinking tools: Early insights accelerate marketers’ success. Marketing Review St. Gallen, 32(1), 40-51.
• Buehring, J. H., & Liedtka, J. (2018). Embracing systematic futures thinking at the intersection of Strategic Planning, Foresight and Design. Journal of innovation management, 6(3), 134-152.

Books:

• Lewrick, M., Link, P., & Leifer, L. (2020). The design thinking toolbox: A guide to mastering the most popular and valuable innovation methods. John Wiley & Sons.
• Stock, G. N., McDermott, C., & McDermott, M. (2018). Early stage venture strategy and the survival of nascent entrepreneurial firms: a sand cone model approach. IEEE Engineering Management Review, 46(3), 108-116.

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