That makes more sense to me now. I lump that all together in 'product' whereas vision is more about where a company is going and what philosophy is driving it (if you get my meaning).

It is possible to have customers who purchase based on vision/direction but this pretty much the defining characteristic of 'innovators' [1], who are willing to take risks on unfinished or poorly supported products.

[1] http://en.wikipedia.org/wiki/Technology_adoption_lifecycle