Vision comes first

A user experience vision gives

• direction, where the design priorities lie.
• challenge inspires and excites people; brings inspirational sparkles.
• focus

How to create a user experience vision - "design the box" or "working backwards"

• Design the packaging of the "product" and agree on the most important message.
• After 30 minutes or so, each team presents their box to the larger group for 2 minutes.
• The purpose is to discuss the findings and reach a consensus.

How to refine the vision and present it to non-designers

• Tell a story: personas and scenarios, which captures the winning idea.
• Draw a picture: storyboards

(Source: Why you need a user experience vision (and how to create and publicise it) by David Travis)