Product Vision Statement Examples: How to Write Vision

What is a Product Vision Statement?

A product vision statement is a concise description of what your product will become in the future and the impact it will have. It’s your North Star—guiding product decisions, inspiring the team, and aligning stakeholders.

Good vision statements are:

• Aspirational: Inspiring future state, not current reality
• Clear: Anyone can understand it
• Customer-focused: Emphasizes user benefit
• Concise: 1-3 sentences
• Timeless: Doesn’t change every quarter

Real Product Vision Statement Examples

Airbnb

Vision: “Belong anywhere”

Why it works:

• Simple and memorable (2 words!)
• Emotional benefit (belonging, not just lodging)
• Timeless (still relevant 15+ years later)
• Guides product decisions (experiences, not just rooms)

What it drove: Community features, host standards, experiences beyond accommodation

Spotify

Vision: “Give a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it”

Why it works:

• Two-sided marketplace vision (artists + fans)
• Quantitative ambition (million, billions)
• Clear purpose (livelihood for creators)
• Emotional benefit (enjoyment, inspiration)

What it drove: Creator tools, discovery algorithms, personalized playlists

LinkedIn

Vision: “Create economic opportunity for every member of the global workforce”

Why it works:

• Clear beneficiary (global workforce)
• Tangible outcome (economic opportunity)
• Ambitious scope (every member)
• Purpose-driven (not just “connect professionals”)

What it drove: Jobs, learning, salary insights, skill endorsements

Notion

Vision: “Make it possible for every person, team, and company to tailor their software to their problems”

Why it works:

• Addresses a real problem (rigid software)
• Democratizing vision (every person/team/company)
• Clear differentiation (tailorable)
• Enables creativity

What it drove: Blocks, templates, databases, API

Stripe

Vision: “Increase the GDP of the internet”

Why it works:

• Bold and measurable (GDP)
• Defines a new category (“internet economy”)
• Impact-focused (not just payments)
• Inspiring for team

What it drove: Global expansion, developer tools, financial infrastructure

Figma

Vision: “Make design accessible to all”

Why it works:

• Democratizing (accessible to all)
• Challenges status quo (design was exclusive)
• Clear problem (design tools were expensive, complex)
• Inclusive

What it drove: Browser-based, free tier, multiplayer collaboration

Slack

Vision: “Make people’s working lives simpler, more pleasant, and more productive”

Why it works:

• Human-focused (people, not companies)
• Three clear benefits (simpler, pleasant, productive)
• Emotional + functional value
• Relatable

What it drove: Integrations, channels, search, delightful UX

Miro

Vision: “Empower teams to create the next big thing”

Why it works:

• Aspirational (next big thing)
• Team-focused (not individual)
• Empowerment (enable, don’t dictate)
• Open-ended (any industry)

What it drove: Infinite canvas, templates, real-time collaboration

Vision Statement Templates by Product Type

SaaS Product

Template: “Enable [target user] to [achieve outcome] without [current pain point]”

Example: “Enable small business owners to manage their finances without hiring an accountant”

Marketplace

Template: “Connect [supply side] with [demand side] to [create value]”

Example: “Connect freelance designers with startups to bring great ideas to life”

Consumer App

Template: “Help [user type] [live better / do activity] by [unique approach]”

Example: “Help busy parents cook healthy meals by delivering pre-prepped ingredients”

Developer Tool

Template: “Make it possible for [developer type] to [outcome] in [time/ease]”

Example: “Make it possible for any developer to deploy production apps in minutes, not weeks”

B2B Platform

Template: “Transform how [role/company] [core activity] through [innovation]”

Example: “Transform how sales teams close deals through AI-powered insights”

How to Write Your Product Vision

Step 1: Answer Core Questions

Before writing, clarify:

Who? Who is this for? (Be specific)

• ✅ “Small ecommerce brands”
• ❌ “Everyone”

What? What do they gain?

• ✅ “Automate customer support”
• ❌ “Better tools”

Why? Why does this matter?

• ✅ “So founders can focus on growth”
• ❌ “Because it’s useful”

How different? What makes you unique?

• ✅ “Through AI that learns their brand voice”
• ❌ “We’re better”

Step 2: Write Multiple Drafts

Draft 1 (Detailed): “We want to build a platform that helps small ecommerce brands automate their customer support using AI that learns their brand voice, so founders can spend less time answering emails and more time growing their business.”

Draft 2 (Shortened): “Automate customer support for ecommerce brands through AI that learns their voice”

Draft 3 (Aspirational): “Free ecommerce founders from support inbox overwhelm”

Test all three with your team. Pick the one that inspires.

Step 3: Test Your Vision

Good vision statements:

• ✅ Inspire your team when you share it
• ✅ Help you say “no” to features that don’t fit
• ✅ Make customers excited about your future
• ✅ Stay relevant in 3-5 years

Warning signs:

• ❌ Team responds with “okay…” (not inspiring)
• ❌ So broad it could apply to 100 products
• ❌ Lists features instead of outcomes
• ❌ Requires 5 minutes to explain

Step 4: Use It Daily

Your vision should:

• Guide roadmap decisions
• Open team meetings or planning sessions
• Appear in investor/customer decks
• Anchor performance reviews

Common Vision Statement Mistakes

❌ Too vague

• Bad: “Build the best productivity tool”
• Good: “Make remote teams feel as connected as in-person”

❌ Feature-focused

• Bad: “Create a CRM with AI and automation”
• Good: “Help sales teams close deals faster through intelligent insights”

❌ Too narrow

• Bad: “Build a task management app for dentists”
• Good: “Transform how healthcare professionals manage their practice”

❌ Only about you

• Bad: “Become the market leader in X”
• Good: “Empower [users] to [outcome]”

❌ Unrealistic

• Bad: “Cure all diseases with an app”
• Good: “Help patients manage chronic conditions from home”

Vision vs Mission vs Strategy

Vision (Where)

What: Future state you’re creating Example: “Make financial tools accessible to everyone” Timeframe: 5-10 years

Mission (Why)

What: Your purpose and reason for existing Example: “We exist to democratize financial services” Timeframe: Permanent

Strategy (How)

What: How you’ll achieve the vision Example: “Start with free budgeting tools, expand to investing, then lending” Timeframe: 1-3 years

Use together:

• Vision: Inspires (where we’re going)
• Mission: Anchors (why we exist)
• Strategy: Guides (how we get there)

Vision Statement Checklist

Before finalizing your vision, check:

☐ Inspiring: Does it excite your team? ☐ Clear: Can anyone understand it? ☐ Customer-focused: About them, not you? ☐ Specific: Unique to your product? ☐ Concise: Under 20 words? ☐ Actionable: Does it guide decisions? ☐ Timeless: Still relevant in 3 years? ☐ Memorable: Can people recite it?

How Vision Guides Product Decisions

Example: Figma’s “Make design accessible to all”

Feature Request: “Add enterprise SSO”

• Fit? Yes (removes access barrier for large teams)
• Decision: Build it

Feature Request: “Add code export for mobile apps”

• Fit? Yes (makes design-to-dev more accessible)
• Decision: Build it

Feature Request: “Add high-end 3D rendering”

• Fit? No (increases complexity, reduces accessibility)
• Decision: Pass

Your vision is a filter. If a feature doesn’t support it, say no.

Resources and Examples

Vision statement generator prompts:

1. “We exist to help [users] achieve [outcome]”
2. “Imagine a world where [benefit] is available to [everyone]”
3. “We’re building [product] so that [target user] can [transformation]”

Companies with great vision statements:

• Patagonia: “Build the best product, cause no unnecessary harm”
• Tesla: “Accelerate the world’s transition to sustainable energy”
• Canva: “Empower everyone to design”
• GitHub: “Build software better, together”

Vision workshop template:

1. Who are we building for? (30min)
2. What future are we creating? (30min)
3. Why does this matter? (15min)
4. Draft 5 versions (30min)
5. Team votes on top 2 (15min)
6. Refine and finalize (30min)

Rock-n-Roll helps you articulate a clear product vision, then translates it into a strategic roadmap, requirements, and implementation plans—all grounded in your unique vision.

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