What is a Product Vision?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

2 minutes

Product Management

Product Vision is a crucial concept in Saas product management that sets the direction and purpose for a product. It provides a clear and inspiring description of what the product aims to achieve and how it will benefit its users. A strong product vision guides the entire product development process and helps ensure that all decisions align with the overarching goal.


Let's take a look at a couple of examples to better understand the concept of Product Vision:

  1. Tesla: Tesla's product vision is to accelerate the world's transition to sustainable energy. Their electric vehicles are designed to be high-performance, zero-emission cars that make a positive impact on the environment while providing an exceptional driving experience.

  2. Slack: Slack's product vision is to make work-life more simple, pleasant, and productive. Their messaging platform brings teams together, streamlines communication, and eliminates the need for scattered email threads, helping to enhance collaboration and efficiency in the workplace.


A well-defined Product Vision is essential for several reasons:

  1. Guides Decision Making: The Product Vision acts as a north star, guiding all product-related decisions. It helps prioritize features, identify target markets, and make trade-offs, ensuring that every decision contributes to the overall vision.

  2. Aligns Stakeholders: A clear Product Vision aligns all stakeholders, including the product team, executives, investors, and customers. It provides a shared understanding of the product's purpose and helps unite everyone towards a common goal.

  3. Inspires and Motivates: A compelling Product Vision inspires and motivates the product team. It gives them a sense of purpose and direction, fostering creativity and innovation in their work.

How to Use Product Vision

To effectively use a Product Vision:

  1. Define a Clear Vision Statement: Craft a concise and inspiring vision statement that clearly communicates the purpose, target audience, and value of the product. Keep it simple and easy to understand.

  2. Share and Communicate: Ensure that the Product Vision is shared and understood by all stakeholders. Regularly communicate the vision to the team, customers, and investors to keep everyone aligned.

  3. Evaluate and Prioritize: Continuously evaluate product decisions and features against the Product Vision. Prioritize initiatives that directly contribute to the vision and align with the overall strategy.

  4. Revisit and Refine: Revisit the Product Vision periodically to ensure it remains relevant and aligned with market trends and customer needs. Refine and adjust the vision as the product evolves.

Useful Tips

Consider the following tips to enhance your Product Vision:

  1. Be Specific and Measurable: Make the Product Vision measurable by setting specific goals and objectives. This will help track progress and ensure the vision stays focused.

  2. Involve the Team: Involve the product team in defining and refining the Product Vision. This fosters a sense of ownership and commitment, leading to better execution.

  3. Consider User Needs: A strong Product Vision should be rooted in understanding user needs and pain points. Continuously gather user feedback to refine and improve the vision.


A product vision is a clear and inspiring description of what a product aims to achieve in the future.
A product vision provides a shared understanding and direction for the product development team and stakeholders. It helps align everyone towards a common goal.
A product vision focuses on the desired future state of the product, while a mission statement defines the purpose and values of the company or organization.
The product vision is typically created by the product manager in collaboration with key stakeholders, including executives, customers, and the development team.
A product vision should include a clear description of the target market, the problem the product solves, the value it provides, and the long-term goals for the product.
A product vision can be communicated effectively through various means such as presentations, visual aids, storytelling, and regular updates to the product development team and stakeholders.
Yes, a product vision can change over time as market conditions, customer needs, and business goals evolve. It should be reviewed and updated periodically to ensure its relevance.
The product vision provides a strategic foundation for product roadmapping. It helps prioritize features and initiatives that align with the long-term goals outlined in the vision.
A product vision guides decision-making by providing a clear direction and criteria for evaluating potential product features, enhancements, and trade-offs.
Yes, multiple products within a company can have different product visions based on their target markets, customer needs, and business objectives.

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Examples
  2. Importance
  3. How to Use Product Vision
  4. Useful Tips
  5. Related Terms

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Ruben Buijs

Founder & Digital Consultant