The Product Vision

5-Min Read

"It's not enough to be busy, so are the ants. The question is, what are we busy about?"

- Henry David Thoreau

What is a Product Vision ?

The Product Vision is an aspirational concise description of the long-term goal for the Product. It clearly states what your whole company is trying to achieve with its Product and what every member of the Team should aim for.

In short, this is your ultimate Product, the final form of your Product.

It should never use any sort of KPIs and really should be focused on the product itself.

Why is it so important?

As a Business Owner, a Marketer, a Product Manager, everyone has to take decisions and develop strategic plans on a daily basis. But what good comes out of a plan if you don’t have a clear target?

A Product Vision gives a common goal for the whole organization to live by and take decisions accordingly. Most decisions, features and even pricing strategies should bring the product nearer from its ultimate form. The Product Vision will directly impact how items are prioritized and organized on the Product Roadmap.

Who creates the Product Vision?

Most articles on the topic imply that the Product Vision should be created by the Product Manager or Product Owner. At, we strongly disagree that only one person should be responsible for creating the Product Vision. The main objective of a Product Vision is to provide a Vision of the ultimate Product and to achieve this objective, this Vision has to be lived by everyone in the company, from Sales to the Development Team through HR, Marketing and of course, product. The Product Manager or Product Owner should be the one summarizing everyone’s input and translating it into an aspirational Product Vision. The point is to include all the stakeholders in the creation of the Product Vision to maximize involvement in making it happen. To reach the best Product Vision for your Product, we recommend to share it with the stakeholders, to gather feedback, to revise it if needs be, then share it again for validation. Repeat and rinse until you reach agreement with your Team.

Creating your Product Vision

The most popular formula for creating a Product Vision was created by Geoffrey A. Moore in his book Crossing the Chasm and is presented as follow:

For [target customer],

Who [customer need to be solved],

The [product name] is a [product category]

That [benefits, unique selling points].

Unlike [competitor product],

Our product [main difference].

Download the Product Vision Formula template for free:


Although it is a very clear format stating the important point for your Product and its future within the market, this provides a very long Product Vision and we can all agree that concise, one-phrase statements are better than a 5-line paragraph.

The way we see it, this formula is a tool that we recommend to create a draft of what should be in your Vision but should not be used to generate the final form of your Vision.


Another tool we strongly recommend to reach your full Vision’s potential is the Product Vision Board. By filling in this Business Canvas-like framework, you will clarify your own objectives and your knowledge of your own product. The process will help you to come up with your awesome and aspirational Product Vision.

Download the Product Vision Board template for free:

7 Fine examples of awesome Vision


Google: To provide access to the world’s information with one click.

Instagram: To capture and share the world’s moments.

LinkedIn: To connect the world’s professionals and make them more productive and successful.

Microsoft (at its founding): A computer on every desk and in every home.

Alzheimer's Association: A world without Alzheimer's disease.

IKEA: To create a better everyday life for the many people.

Nordstrom: "To give customers the most compelling shopping experience possible.


© 2019 by 🐿️

Website developed through ongoing iterative and agile development.