I’ve driven in many countries and don’t mind being behind the wheel—whether on long, straight roads, winding mountain paths, in tunnels, through clouds, or in big cities, even on the left side of the road… But I hate getting lost! It doesn’t just upset me; it stresses me out, which is why I want to know my destination before I start driving.
Defining your domain vision is like setting your destination when driving—your ultimate goal. The strategy you choose becomes the path that leads you there, while milestones act as checkpoints along the way, tracking your progress.
Vision: The Destination
Imagine driving a long distance. Just like a clear destination keeps you focused and prevents you from getting lost, a strong vision serves as the guiding light for your domain, its end state.
Some even call it the light at the end of the tunnel.
Making iterating improvements and quality fixes is great but does not lead to the best outcome without a strong understanding of where we are going.
“If you don’t know where you are going, you will probably end up somewhere else.”
— Laurence J. Peter, Educator and “Hierarchiologist.”
A domain vision is a statement that clearly describes the future state of a domain and why. It is a guiding light to current and future employees and stakeholders that brings with it an assurance that the domain owner is governed by something greater than themselves.
If we were to recreate everything that goes into making a domain—its systems, contracts, and processes—from scratch a few years from now, what would it look like, and why should stakeholders and peers care?
How to Craft a Compelling Domain Vision:
- Think Long-Term: Envision the domain’s state in a few years, considering factors like business goals, platform evolution, and industry trends.
- Gather Input: Involve stakeholders, peers, and domain experts in the visioning process.
- Focus on Value: Clearly articulate how the envisioned future benefits all stakeholders.
- Be Clear and Concise: Express the vision in a concise and memorable statement.
How to Create a Captivating Vision Through Storytelling and Visualization:
- Storytelling: Craft a narrative that puts your ideal domain in action, showcasing its impact through the user’s perspective.
- Visualization: Utilize diagrams or architecture blueprints to visually represent the desired state.
Strategy: The Route to Success
Now that you have your destination in sight, it’s time to map out the route.
A domain strategy is an overall plan that consists of principles, objectives, and tactics to achieve a vision for a domain.
Key Components of a Domain Strategy:
Drawing on Richard Rumelt’s framework in his book, “Good Strategy / Bad Strategy,” here are the essential elements of a strong strategy:
- Diagnosis: Identify the core challenge or opportunity facing the domain.
- Guiding Policy: Define the overarching approach to overcome the identified challenge.
- Coherent Actions: Outline a set of initial, concrete, and achievable actions to initiate progress.
A domain has multiple facets, each with its own need for improvement. In my favorite, and sometimes frustrating, project tracking software (cough JIRA cough), I think of each strategy as a swimlane. Typically, I expect around 3 to 4 strategies, or swimlanes, per domain, each addressing a different area that requires focus and growth.
Beware: Strategies are not exhaustive roadmaps. They provide direction, define a consistent approach, and outline initial steps. As you progress, adapt the strategy based on new information and learning.
Milestones: Marking Your Progress
Milestones act as checkpoints within your strategies, highlighting progress and impact for stakeholders.
Unlike rigid deadlines, milestones are outcome-oriented. Just like on a highway, you might pass a postmile quickly, take a detour, or stop for lunch before reaching it. The emphasis should be on achieving specific outcomes, not adhering to rigid timelines.
Avoiding overplanning is key.
Complex roadmaps and Gantt charts can often be counterproductive. Instead, focus on setting clear, outcome-oriented milestones and celebrate each achievement along the way. After a long road trip, it’s time to do the laundry and translate those plans into real action.
The Wrap
In the journey of domain ownership, having a clear vision and well-crafted strategies is akin to having a reliable GPS. The vision acts as your destination, guiding your efforts and ensuring you stay on course. The strategy serves as your route, outlining the steps necessary to reach your desired outcome.
Milestones, like the postmiles along a highway, mark your progress. They provide tangible evidence of your journey and help keep stakeholders informed and engaged.
Remember: While a clear vision and strategy are essential, flexibility is also key. Be prepared to adapt your plans as circumstances change and new opportunities arise.
By following these principles, you will be fully ready for the final yet critical step of domain ownership: action.
This article is the second in a series. Navigate to the other editions in this series below.
I. Owning Your Domain: More Than a Piece of Cake
II. Lost No More: Navigating Domains with Vision and Strategy
