Product Strategy Series

How To Create a Meaningful Product Vision

Quick steps and easy templates to start crafting your Product Vision.

Elena Calvillo
4 min readNov 5, 2023


Have you been in a situation where it’s difficult to determine which product features to pursue or how to prioritize them in your Product Roadmap? Well, that happens when there’s no Product Vision beforehand. Almost like hunting a ghost, isn’t it?

The purpose of a product vision is to provide a clear and compelling future state of a product, including its purpose, value proposition, and long-term goals. This not only guides the team’s efforts and decision-making, but also helps to align stakeholders.

First let’s start with understanding the product vision statement. 👇

Understanding the Product Vision Statement

The product vision statement defines the reason for a product’s existence, the problems it solves, its target audience, and how it differentiates itself from competitors, and the intended impact.

By familiarizing yourself with the characteristics and components of a product vision statement, you can effectively create a compelling vision for your product. It serves as a framework for the product team to understand their focus and the importance of their work.

Easy Product Vision Statement Format

For [Target customer] who [Opportunity/Problem/Need]. The [Product] is a [Product category] that [Benefit/Reason to buy]. Unlike [Competitive alternative], our product [Primary differentiation].

Product vision statement based on the innovation agency Strategyzer
Product vision by Strategyzer

The Role of a Product Vision in Product Strategy

While a product strategy must adapt to market and customer needs, a product vision remains relatively static to keep the team on track. The product vision acts as the cornerstone of the product strategy.

Characteristics of a Great Product Vision

  • Purposeful: A purposeful product vision aligns the product with the company’s overall strategy and ensures long-term success.
  • Aspirational: An aspirational product vision energizes the…