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 its ultimate long-term goal is. 

In other words, you’ll need to determine the “why” behind your product, 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 shift 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, the product vision needs to also capture the essence of your audience — their challenges, problems, and goals — and the way 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. 

The product vision should help you:

  • Create a better product roadmap
  • Give your team directions along the way
  • Align your whole team while working toward the same goal.

Even though all stakeholders should participate in developing 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 the product vision to your Infinity framework:

  • Step 1: Load the Product Management template into your workspace.
  • Step 2: Open the Vision subfolder located in the Product Strategy folder.
  • Step 3: Open every item and briefly answer the question in the Description field.
  • Step 4: Use the last column to write your vision statement based on 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

If you’re not an Infinity user (yet), you can preview the Product Management template here. The template is preloaded with demo data that shows real-life examples of a product vision, sprints, backlogs, and other parts of product management you can use as a checklist or inspiration.

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