A product vision is a guiding statement that outlines the future direction and ultimate purpose of a product. It acts as a strategic north star, providing clarity and inspiration for product teams as they make decisions and define the roadmap. A strong product vision is deeply aligned with the company's mission and goals, and it serves to unify all team members around a common goal.

Think of product vision like planning a road trip with a clear destination in mind. While there may be different paths and detours along the way, knowing the destination ensures that all team efforts are directed towards creating meaningful value for users.

Why is Product Vision Important?

Without a defined vision, teams can lose sight of the big picture. This can lead to frequent shifts in direction, lack of cohesion, and even internal disagreements on what to prioritise. In contrast, a well-articulated product vision:

• Guides Decision-Making: It provides a framework for evaluating ideas, initiatives, and potential features.

• Aligns Teams: By establishing a shared understanding, it helps everyone move in the same direction.

• Inspires and Motivates: A clear vision instils a sense of purpose, making it easier for teams to connect their work to larger goals.

• Promotes Consistency: It ensures that even as teams iterate and adapt, the core purpose remains unchanged.

Who is Responsible for Product Vision?

The product vision is typically crafted by senior product leaders, such as the Chief Product Officer (CPO) or VP of Product, with input from executives to ensure alignment with the overall company vision. For companies with a portfolio of products, each product may have its own unique vision that contributes to a unified brand experience.

Product managers play a crucial role in championing the vision within the organisation, ensuring that all development aligns with it.

Steps for Creating a Product Vision

Crafting a product vision involves collaboration, research, and refinement. Here are the essential steps to get started:

1. Listen

Begin by understanding your target audience and their needs. Speak to customers, customer-facing teams, and market analysts. Here are key questions to explore:

• Why does our product exist?

• What unique value does it offer?

• What are competitors doing?

• How do customers perceive our product?

• What are our long-term goals and market opportunities?

2. Distill

Synthesise your insights into a concise statement that captures your product’s value and future potential. Here’s a simple template to start with:

For [target user] who [needs/wants], [product name] is a [solution category] that [offers unique benefits].

This exercise will help you focus on what truly matters and serves as a foundation for your product vision statement.

3. Unify

The vision must resonate across teams. Share it with key stakeholders, gather feedback, and refine it. Ask yourself: Does this vision inspire and unify the team? Is it memorable and actionable?

4. Document

Make the product vision accessible and visible to the entire organisation. Add it to the internal wiki, share it during team meetings, and ensure it’s embedded in your product plans and roadmaps.

Example of Product Vision

For Squad AI, the product vision might be:

“Empowering teams to make data-driven, customer-centred product decisions, transforming feedback into actionable insights to drive product strategy and delight users.”

How Squad AI Helps Realise Product Vision

Product management software like Squad AI supports teams in translating vision into reality by offering tools to set strategy, manage roadmaps, and connect outcomes with customer needs. Squad AI helps ensure that your product team remains aligned with the vision, delivering a roadmap that reflects both strategic goals and customer satisfaction.

By defining a product vision, product teams can confidently move forward, delivering solutions that truly resonate with users and drive long-term success.