Writing a Product Vision, with Examples from 10 Successful Companies

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As a Product Manager, your primary focus is to guide a product through every stage of its lifecycle (from Introduction to decline). But before you begin the journey, you need to understand what the company/business wants to achieve with the product. This is why a product vision is needed.

A product vision is the long-term goal and purpose of a product. It is often captured in a simple statement referred to as a product vision statement.

Why do you need it?

Here are some reasons a product vision is crucial in product management;

• It captures the problem the product intends to solve.
• It sets a clear direction and focus for teamwork.
• Help the product manager make decisions that align with the product.

The Product Vision Template

You can check out this template if you are looking for a guide on writing a product vision. Kindly note that there is no one way to write a product vision; multiple approaches can be explored as long as they lead to a clear and concise vision.

Product Vision Template

Product Vision Template showing a Product Vision Statement

Product Vision Examples from 10 Companies

Here are examples of strong product vision statements from 10 successful companies.

1. Tesla: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”
2. SpaceX: “To make life multi-planetary by establishing a self-sustaining city on Mars.”
3. Slack: “To make work life simpler, more pleasant, and more productive.”
4. Zoom: “to empower people to accomplish more through video-first unified communications.”
5. Google: “To organize the world’s information and make it universally accessible and useful.”
6. Amazon: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
7. Facebook: “People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.”
8. Nike, Inc.: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”
9. Coca-Cola Company: “To craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better-shared future that makes a difference in people’s lives, communities, and our planet.”
10. Uber Technologies, Inc.: “We ignite opportunity by setting the world in motion.”

Conclusion

Crafting a product vision can be pretty challenging if you don’t know how to go about it; that is why I published this piece to help guide PMs on creating a strong product vision statement. Please take note: you know your product vision is good to go when it inspires people and is presented in an easy-to-understand, actionable, and quantifiable way.

Thank you for reading!