How to write a powerful product vision statement

When you release a new product into the world — whether that’s a new kind of hat or an app — you need a sense of purpose to keep things on track. Without direction, there’s no focus, and people pull in different directions. This is where a product vision statement comes in.

A product vision is a roadmap. But it’s so much more than just a guide: It’s a document that explains why your product should exist. Not what it does, or how it does it — but why. Setting this out clearly helps everyone work toward a single, clear goal.

Product vision statements are important, and it would be a huge mistake to set off on your journey without one. To help you get started, here’s everything you need to know.

What is a product vision statement?

A product vision statement is a phrase that articulates the long-term aim of your product. It should be short and clear and serve as a reminder to everyone involved about what you’re collectively trying to achieve.

It should also explain (or hint) at your USP (Unique Selling Point). For example, “to be the number-one hat choice for people who climb mountains.” Or “an app to help people learn a language in record time.”

Why is a product vision statement important?

It takes a little time upfront, but it forms the beating heart of your product plan.

1. It helps you create a coherent work plan

Picture a cross-section of the earth. There’s the molten core, then the outer core, the mantle, and the crust… think of your product vision as being right in the center. That’s your ‘why.’

After that, you have a work plan or strategic guide that tells you what you’re going to do to achieve the vision. It can include objectives, themes, individual tasks and schedules.

Drafting a product vision statement first means you’ll always have the core purpose as a foundation on which to build everything else. It also makes it easier to articulate your objectives. Ask yourself whether each one feeds into the vision. If they do — then great. If not, it’s time to rethink.

2. It speeds up decision-making

Imagine you’re out at sea with no map. Do you go left or right, forward or backward? Who knows?

Now imagine you’re out at sea with a compass and an instruction to go north. Whether it’s a clear ocean or you’re steering around rocks, at every juncture you can ask yourself — “Does this ultimately take me north?”. If the answer is ‘yes,’ then you can go ahead. If it’s no, then you don’t.

No second-guessing, no analysis paralysis. Decisions are fast and easy and made with confidence.

This is what a product vision does. Every time you or your team are faced with a choice, they can refer back and ask themselves — “Does this support it?” If it’s a yes, they can move forward. If not, they needn’t waste their time. For this reason, a product vision statement is also a helpful tool for helping you spot opportunities and getting stakeholders on board.

3. It boosts team collaboration

With a single vision, everyone can move in the same direction, whether they’re newbies or stakeholders.

Making sure your vision is present at all times means that everyone can ensure everything they do supports it, right down to the smallest schedule change. So put it somewhere where it’s easily accessible (like a cloud-based project management tool), and make sure there’s one person in charge of maintaining it and communicating it.

4. It helps when things get chaotic

Making something isn’t a straight line. Priorities shift. Markets change. New ideas pop up mid sprint. It’s easy to get swept up and chase every cool new thing.

That’s where your vision helps. It works like an anchor — something solid to grab and hold on to when everything’s in flux. When deadlines shift or stress levels skyrocket, you can take a step back and remind yourself (and your team) of the main goal. It makes things clearer, quiets the noise, and helps everyone focus on what matters.

5. It gives your product some heart.

A good product vision isn’t just useful — it’s emotional. It shows what you want to change or make better in the world. It’s what makes people care. It’s your “why”, which, as Simon Sinek explains, is what gets customers truly hooked.

It’s also why it’s so powerful at energizing a team. It captures what you’re trying to change or improve in the world. It’s the bit that makes people care. They’re not just doing tasks — they’re helping make something important. And that’s how great products are made: people who believe in what they’re doing.

Who is responsible for the product vision?

The product vision is usually created by the product manager, VP of Product, or the Chief Product Officer (CPO). This person needs to make sure everyone knows it and is sticking to it as the project progresses.

Everyone else is then responsible for knowing the vision inside out and ensuring everything they do is in line with it. So, the short answer to the above is everyone.

The organization might have an overarching vision for the entire business — or there might be separate visions for different products. If this is the case, then there may be several product managers working in the same organization, with an overarching Chief Product Officer responsible for bringing these all together.

It can get a bit complicated when a business has different portfolio products, but clearly articulating each of these makes a big difference for cohesion and direction in the long run.

Some real-world product vision statement examples

One thing all the biggest and most successful companies all have in common? Really great vision statements. Coincidence? I think not! Here are three to inspire you.

Teach for America: “One day, all children in this nation will have the opportunity to attain an excellent education.”

Apple: “to make the best products on earth, and to leave the world better than we found it.”

The UK’s National Health Service: “to provide high-quality healthcare for all, prioritizing patient needs and striving for excellence, professionalism, and improved health and wellbeing.”

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

Uber: “Evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers.”

How to write an inspiring product vision statement

Creating a truly great product vision statement takes a little prep, but it doesn’t need to be complicated. Just follow these steps.

1. Work out who needs to be involved

Invite colleagues and stakeholders who can all add their own knowledge and passion to the mix. Let everyone contribute to shaping the bigger vision, then gradually lead the conversation toward a conclusion. Everyone needs to be behind this, so make the process as democratic as you can. Brainstorming sessions should probably feature, either in-person or remotely.

2. Create a product vision board

Seeing information presented visually makes it easier to digest — so create what’s known as a product vision board to help you organize your thoughts.

[Insert example created in Cacoo, using this example as the guide]

We recommend using diagramming software to create it. That way, it’s easy, personalized, and shared in an easily accessible place (the cloud).

Once you’ve filled in the bottom columns with as much information as you can, start work on your vision and add it to the space at the top. Then share your board with the wider team or your manager to get their feedback.

3. Write your vision

Next, it’s time to create your vision statement. American business consultant Geoffrey Moore offers a fill-in-the-blank template to help you craft it:

For [our target customer], who [customer’s need], the [product] is a [product category or description] that [unique benefits and selling points]. Unlike [competitors or current methods], our product [main differentiators].

To help you fill in these gaps, think of answers to the following questions:

• Why does our product exist?
• What are our competitors doing?
• What does our product do better?
• What do our customers think of our product?
• What are the market opportunities over the next few months and years?
• What challenges might we anticipate in the future?

4. Fine-tune it

This is your call to action. It needs to be big, bold, and rousing. It also needs to be written in the present tense and in clear, jargon-free language that everyone can understand. (Top tip: Run it past a few people to get their feedback).

Try to condense your product vision statement into an elevator pitch-style sentence. It should give anyone reading it a reminder of what your product is all about. The bottom line? Make sure your vision statement is inspiring but achievable; and broad yet insightful.

5. Communicate your vision

If you want everyone to follow the product vision, then they need to know about it. Good organizational communication is a must here: Team members need to understand their objectives, stakeholders need to feel confident, and managers need to know in which direction to lead their team.

Share the messages verbally, via email, on posters, and during meetings. The more people know it inside out, the more insightful questions they can ask, and the easier it will be for them to contribute toward the goal.

Why a great vision statement needs more than just words

The product vision statement does a lot of heavy lifting. It gives the team guidance while motivating and inspiring. It’s your guiding star and cheerleader all wrapped up in one.

But sometimes, even the clearest vision needs a little help getting across. That’s where visual tools come in. Diagrams, maps, frameworks, and charts can bring your vision to life — making it easier to remember and act on. Because when people can see where they’re going, they’re a whole lot more likely to get there together.

Cacoo, our diagramming tool, is cloud-based and comes with dozens of pre-made templates. Choose your favorite, edit it with a few clicks, and share it with the team in seconds. Ready to make your vision visual? Try it for free today!

This post was originally published on January 8, 2021, and updated most recently on April 9, 2025.