As described in our post “Product Vision“, it is the ultimate motivation for creating a product and defines a dream of realizing something great, an optimal desire for the future state. It is also Inspirational, emotional, visionary, and human.
Some Example of Vision Statements
Nike: “To bring inspiration and innovation to every athlete in the world.”
Google: “To provide access to the world’s information in one click.”
Apple: “A computer in the hands of everyday people.”
How can you create a Product Vision?
When you start thinking of writing your product vision, bear in mind its definition. It should be inspiring, bring something that evokes feelings, human, and an ultimate goal that you want to achieve with your product in the next 5 to 10 years. It should also be short and easy to recall, a maximum of two sentences. You want your team, and stakeholders, to know your product vision and to use it whenever they talk about your product.

8 Steps to Your Ideal Product Vision
- Understand your company vision & strategy, and have some thoughts and take some notes on how your product vision could be aligned with it.
- Think of your users and customers needs. What would they expect that your product would be doing in 5 to 10 years. Take some notes again.
- Involve your team and stakeholders whom feedback may be relevant for the Product Vision, for example, people from the leadership team. Ask them what they think should be the ultimate goal of our product. What do they think this should bring to the customers and users in 5 to 10 years. Keep that feedback, it will help you in the next steps.
- Now take some post-its and organize on a wall the ideas you have gathered. See all of them, and define common points that are important to be mentioned or to take in consideration for the product vision.
- Start writing down your vision, be audacious. Write down how you want your product to solve problems and make the world better. Always ask yourself if you’re going in the same direction that your company wants to go to.
Is it becoming too long? Don’t worry, that is normal. You can work later on reducing it without losing in its substance. The goal is to be short and every word should have a high impact.
- Ask yourself questions about what you wrote. Challenge it. Have patience with yourself if it’s not perfect, be humble, and change what you think that is not good or not that inspiring.
Take your time to work on your product vision. It’s not magic and it may take long before you get your flawless and inspiring product vision. Don’t try to do it in one day. By working on it on different days, you can bring new inspiration, creativity, you can be more relaxed, and less tired, this way and seeing what you have written with fresh eyes.
- When you have an inspiring product vision, that you’re willing to go 100 extra miles for, write down why you have chosen those exact words, what do they mean to you, and how they will help your product to go towards the company vision.
- Use the result of the previous point, and prepare yourself to tell the stakeholders and management how your team will contribute to the overall company vision.
Now make it visible in your product area. When your team members have a bad day, they will look at it and understand they are doing this with a higher reason, to make something or someone better, to achieve a dream! Let every stakeholder that comes by understanding what is this team working for, and the importance of this product to achieve our overall company vision.
Once you have your product vision, challenge your team to challenge your decisions if they want, with the question “How is this bringing us closer to our product vision?” This way, everyone knows what is the right direction, and you make sure that the team is working on a meaningful product. From that moment on, the team is even closer and works towards a unique goal: to be step by step, sprint by sprint, closer to your product vision.
Good Books to on Product Vision (coming soon)
User Personas for empathising with our customers and taking better product decisions