Building a vision is the first and most important step in setting product direction, connecting the product to user's needs, and describing characteristics about the product. A good vision statement focuses the team on building a product that meets user's needs, and simplifies decision making across the product. Part of capturing the product vision also involves constructing personas which are fictional characters that represent real users in specific market segments. Personas are used to understand how users interact with the product, and they drive development of scenarios and requirements.