Product Vision Template

Create inspiring product visions that guide teams and drive innovation

Creating a Product Vision

A compelling product vision articulates the future state you want to create and inspires teams to work towards that future. This template helps you craft and communicate effective product visions.

Vision Components

1. Customer Impact

  • Target Users - Who benefits?
  • Problems Solved - What changes?
  • Value Created - Why it matters
  • Success Metrics - How we measure impact

2. Market Position

  • Market Context - Industry landscape
  • Competitive Edge - Key differentiators
  • Strategic Fit - Alignment with company
  • Growth Potential - Future opportunities

3. Product Experience

  • Key Capabilities - Core features
  • User Experience - How it feels
  • Technology - Enabling innovations
  • Quality Bar - Standards of excellence

Vision Development Process

  1. Research & Input
    • Customer research
    • Market analysis
    • Technology trends
    • Stakeholder input
  2. Vision Creation
    • Draft components
    • Refine message
    • Test clarity
    • Gather feedback
  3. Communication
    • Vision narrative
    • Visual storytelling
    • Team alignment
    • Regular reinforcement

Product Vision Template

Product Vision Statement
----------------------
For [target customer]
Who [customer need/problem]
The [product name]
Is a [product category]
That [key benefit/reason to buy]
Unlike [competitive alternatives]
Our product [key differentiator]

Vision Details
-------------
1. Customer Impact
   Target Users:
   - Primary:
   - Secondary:
   
   Problems Solved:
   - Problem 1:
   - Problem 2:
   
   Value Created:
   - For Users:
   - For Business:
   
   Success Metrics:
   - Metric 1:
   - Metric 2:

2. Market Position
   Market Context:
   - Size:
   - Trends:
   - Opportunities:
   
   Competitive Edge:
   - Differentiator 1:
   - Differentiator 2:
   
   Strategic Fit:
   - Company Goals:
   - Strategic Priorities:

3. Product Experience
   Key Capabilities:
   - Must Have:
   - Should Have:
   - Could Have:
   
   User Experience:
   - Key Moments:
   - Emotional Impact:
   
   Technology:
   - Core Tech:
   - Innovation Areas:

Implementation Timeline
--------------------
Phase 1 (0-6 months):
Phase 2 (6-12 months):
Phase 3 (12+ months):

Success Criteria
--------------
Customer Metrics:
Business Metrics:
Product Metrics:

Vision Best Practices

  • Be Inspiring - Paint a compelling future
  • Stay Focused - Clear and memorable
  • Think Long-term - 2-5 year horizon
  • Be Realistic - Ambitious but achievable
  • Keep it Customer-centric - Focus on value

Common Pitfalls

  • Too vague or generic
  • Feature-focused instead of outcome-focused
  • Not aligned with company strategy
  • Too short-term focused
  • Not regularly referenced

Vision Examples

  • Tesla: "To accelerate the world's transition to sustainable energy."
  • Amazon: "Earth's most customer-centric company."
  • SpaceX: "Enable human colonization of Mars."
  • LinkedIn: "Create economic opportunity for every member of the global workforce."
  • Microsoft: "Empower every person and organization on the planet to achieve more."