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How to Define a Product Vision to Guide Your Team

Your product vision should capture the essence of what you want your product to accomplish. In one or two sentences, you should be able to explain where your product is headed and what is its ultimate long-term goal. 

In other words, you’ll need to determine the ‘Why’ behind your product - or the reason for its existence on the market. You need to ask yourself “why am I creating this exact product?”

Product vision answers why, what and how

Once you define your product vision, it will be like a compass for your whole team, guiding every aspect of the product creation process.

Creating a Product Vision Statement

When creating a product vision statement, you need to have your end user in mind. So instead of focusing on what the product should accomplish for you and your company, you need to transfer the focus to the end user.

What do you want your product to achieve for your users? As cheesy as it sounds - how are you planning to make the world a better place with your product?

Having this in mind, product vision needs to also capture the essence of your audience; their challenges, problems and goals - and how your product is ultimately going to make their lives better. 

Creating a product vision board will help you arrive at your vision statement. 

Product vision boardImage from: Roman Pichler

When it comes to the product management process, a product vision is a guiding light that will help you set up your whole product strategy. It will help you create a better product roadmap, give your team direction along the way and align your whole team - since you will all be working toward this same goal.

Even though all the stakeholders should participate in coming up with the product vision statement, the product manager should have the final say and polish the final version. 

Product Vision Examples

Here are some examples of the product vision statements from the world’s most successful companies:

Microsoft: A computer on every desk and in every home.

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

Amazon: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Samsung: Inspire the world. Create the future.

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

Infinity: To help companies realize their vision.

How to Set Your Product Vision in Infinity

Everyone on your team should live by your vision. That’s why it’s important to keep it visible for the whole team. Here's how to add it to the Infinity framework:

  • Step 1: Open Vision subfolder located in Product Strategy folder
  • Step 2: Open every item and briefly answer the question in the Description field. 
  • Step 3: Use the last column to write your vision statement based on the previous questions. Use the examples from the Description field as inspiration but then delete them and write your own vision statement. 

Example of product vision board in Infinity

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