Still don’t know what your vision is? Then looking at some product vision examples might help.
In product management, a vision statement outlines a product’s future direction and goals. It captures where you want to take your customers and the value they’ll experience through your product.
That said, let’s explore examples of compelling product vision statements from leading brands, including:
- Userpilot
- Amazon
- Asana
- Zoom
- Amplitude
- Miro
- Grammarly
- HubSpot
- Monday
- Figma
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Product vision vs. company vision
Whether there is a difference between product vision and company vision depends on the size of the business and the number of products in the pipeline.
For a single-product company, the product vision will be the same as the company vision. All their efforts are on developing the product and making it succeed.
In multi-product companies, each product contributes to the realization of the overall company vision.
For example, Disney aspires to be “one of the world’s leading producers and providers of entertainment and world’s information”, and they have a vast portfolio of products that they use to realize their vision.
What makes a great product vision?
As mentioned, a product vision is where you are taking customers. Think of nirvana as a company vision statement, and how you’re going to get customers to nirvana as the mission statement.
That said, here’s what makes great product visions:
- Provides value in your customer’s life. Do customer research and ask yourself, where are your customers now? And where will they be in the future with your product?
- Aligns with your company mission. Unless you’re a single-product company, your product vision should fit within the scope of your company’s wider vision.
- Guides your product strategy. Your product vision should serve as an actionable northstar in your product design process.
- Clear and actionable. It must be simple enough so every team member can have the same picture, yet it must also motivate them to move forward.
- Market-awareness. A good product vision describes where the market is right now, and where it’s leading to.
How to nail your product vision statement as a product manager
To nail your product vision statement, focus on the desired future, not just the problem you’re solving. Here are a few ideas to get you started:
- Think aspirational, not reactionary. For example, if your product helps users create professional-looking designs in minutes instead of hours, don’t make your vision “eliminate design complexity.” Make your vision something like “design empowerment for everyone.”
- Evoke excitement, not anxiety. Your vision should inspire a “yes, that’s what we want!” feeling.
- Keep it simple and clear. Use “Today/In the Future” statements to paint a picture of the transformation your product will bring.
For this, here’s the work you need to do:
- Perform customer research to align your product vision with the reality of your target customer. You can use this to, for example, create an accurate user persona.
- Conduct competitive analysis and figure out what will make your product different from theirs.
- Organize the data in a tool like Miro to visualize it better and brainstorm ideas with your team.
- Follow a framework to give your vision some structure. Examples include The Product Manifesto by Marty Cagan, Geoffrey Moore, and Roman Pichler’s Product Vision Board.
Once you’ve done this, it is time to create the final statement using a product vision template.
To do that, you can use a product vision statement template like:
- We believe (in) a world where [target consumer] can [action + goal/objective], for/by/with [key differentiating factors].
- To [action: unlock, enable, create, etc.] [target consumer] to [action + goal/objective].
- Our vision is to [action: build, design, etc.], the [action + goal/objective], to [verb: support, enable, etc…] [target consumer].
- For [the target customer], who [the need], the [product] is a [product category] that [unique selling points]. Unlike [competitors/alternative solutions], our product [key differentiating factors].
Like these Examples? Implement Your Product Vision with Userpilot!
Product vision examples from successful companies
Let’s have a look at some great product vision examples from the most successful SaaS businesses out there.
Userpilot
Userpilot is a market-leading onboarding and product adoption platform. It offers users product usage analytics and enables them to create interactive in-app onboarding experiences to increase user retention and satisfaction through improved product adoption.
The key focus of Userpilot’s vision and mission is on developing and constantly improving the product to delight users, help them grow their own products, and enable them to achieve their objectives.
This is how Andy Shamah, the Head of Product at Userpilot, formulates the company’s product vision:
Every day I wake up with one goal in mind – empowering our world-class teams by a powerful and robust platform with delightful user experiences helping them build exceptional products that achieve their goals and accelerate their growth.
And here’s how he summarizes the Userpilot mission:
We’re on a continuous daily mission that we’re passionate about – figuring out the right puzzle pieces to put together the best product that better serves our customers’ needs…
Amazon
You can find on Amazon’s website that their vision is: “To be Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work.”
Now, although it’s pretty wide and non-specific, this vision worked for Amazon and is probably what allows it to have such a diverse set of products (from online shopping to AWS to streaming, to even gaming).
First, if you look at Amazon’s products, this vision is reflected in its operational excellence, which allows it to offer less expensive products to the end consumer on a massive scale.
Second, Amazon’s ability to give customers what they really want (rather than what they think they want). And this goes beyond the famous tale about Jeff Bezos having a chair in the boardroom for “the customer”—simply look at how Amazon is always recommending relevant products to you (you’ll seldom see a promotional email from them that isn’t personalized).
Lastly—and despite its controversies—Amazon employs 1,532,000 people as of 2024. Which clearly shows its commitment to providing job opportunities at scale.
That said, even though Amazon’s vision isn’t the most representative example of your average SaaS startup, it does show how a customer-focused company can successfully embody its vision.
Asana
Asana is a project management and productivity platform. Asana’s mission is to revolutionize the way teams organize and prioritize their work.
Their ‘vision for the future of work‘ is built around features like:
- Increased integration with other products to allow prioritization of all tasks within Asana.
- Focus mode that will allow you to cut out the distractions that reduce your productivity.
- Huddles with the virtual assistant to streamline meetings and replace the need to take notes or minutes.
- Workflow stores to find the ideal workflow for each team and role.
- Goals, which are already available, and which allow linking objectives with the organization’s strategy.
- Highly automated status reports which require little human input.
LinkedIn is an online product that focuses on business and employment.
LinkedIn’s product vision is “to create economic opportunity for every member of the global workforce.”
This product vision example is short but powerful. It refers to the future, it’s inspirational and has an emotional appeal, too.
How do they realize the vision?
LinkedIn enables users to establish and develop their professional networks, develop their skills, and look for new employment opportunities. It’s also widely used by recruiters and businesses seeking to increase their online presence.
The key to the success of the platform is that it allows users to access opportunities all over the world. This evens the playing field for job seekers who would otherwise have no access to such opportunities because of their geographical location.
Zoom
When you visit Zoom’s about page, you can read their vision as “The AI-first work platform for human connection.”
As we mentioned, the product vision and the company vision are the same for single-product companies. But in this case, Zoom used to be a single-product company that later expanded its product line, so it makes sense for it to now have a wider vision that isn’t focused on video conferencing.
This vision nails Zoom’s objective with its products—to connect people worldwide. It’s not limited to just video conferencing, but also its other products like cloud storage, whiteboards, docs, video editors, and phone calls.
This statement also adapts to market changes, as it mentions Zoom as “AI-first”, which isn’t a problem right now considering that they’re actively implementing AI tools.
However, it’s the equivalent of a vision in the 2000s saying “internet-first marketing tool”. It will eventually become outdated as AI stops being a trend and gets widely adopted. Plus, it isn’t even that relevant today considering that only a fraction of Zoom’s users might find value in their current AI features.
A better statement for Zoom should be more evergreen, something like “To connect all humans for work.”
Amplitude
A statement you can find on Amplitude’s website states, “Get data you can trust and the insights you need to take action and drive growth.”
Amplitude’s focus on using data to drive growth is clear and targeted in its vision. And it works well because it highlights how the company focuses on providing actionable insights—and not just data.
You can see this when you use the platform. There are a lot of data visualization charts, data management, and multiple tools that allow you to sort and interpret data (instead of just looking at it with a poker face).
However, adding a layer of inspiration or broader impact could make the vision less cold for users. For instance, a statement like “to democratize data-driven insights throughout every company department” sounds more ambitious and inspiring.
Miro
Miro’s website says, “Bring teams together and quickly go from big ideas to execution with a workspace that leverages AI at every stage.”
This vision statement is very clear and specific about who the product is targeted to. It transforms Miro into more than just a whiteboard tool, but a place where teams can collaborate to realize ideas into reality.
You can see this in the collaborative nature of the product, its usability, its templates, and the emphasis it places on brainstorming actionable ideas.
However, this statement goes a bit overboard with the AI part. Even though Miro offers AI tools, they’re not central to their product, and feels redundant to include it. This statement would be perfectly fine if you place a full stop after the word “execution.”
Grammarly
Grammarly states on their website, “work with an AI writing partner that helps you find the words you need—to write that tricky email, to get your point across, to keep your work moving.”
The last part of this product vision statement describes Grammarly’s vision very well. Since a lot of writing involves facing the friction of writer’s block, “to keep work moving” can resonate with anyone who writes in their job.
Now, as we’ve made clear, mentioning AI is delicate. If you use AI as a means to an end, but not as part of the end. Then there’s no need to mention it in your vision statement.
In Grammarly’s example, there’s a compelling idea about reaching a future where AI is used responsibly for writing—which makes this AI-related statement make more sense than the last ones.
However, Grammarly is still known as a tool for fixing your grammar, rather than an all-in-one AI writing platform. To fulfill this vision means it should completely centralize its products around the use of AI, instead of just mentioning it in its advertising.
HubSpot
HubSpot’s vision is simple: “Software that’s powerful, not overpowering.”
A more general statement like this one makes sense for a company that offers a variety of products for sales, marketing, and support teams. Yet, it’s specific enough to communicate that HubSpot is all about software, as well as addressing a pain point—complex software.
However, this statement doesn’t fit completely as a vision. As it doesn’t describe a future, nor inspire people to move toward it. It only barely describes where HubSpot is already, and not where it’s headed.
Monday
Monday’s website states, “the platform that gives you the flexibility to run any aspect of work.”
The idea in this statement is very compelling, specific enough, and aligns with Monday’s product. It basically says that you can do any work-related task on their platform.
And the fact that their product offers everything you need to manage your work (beyond what other project management tools can offer) makes all the sense.
However, to make this statement work as a vision, it would need to be articulated differently to use fewer words and focus on the future. For instance, a statement like “to make all work happen in one platform” is shorter and conveys the same message.
Figma
On its website, you can see a statement saying “Figma helps design and development teams build great products, together.”
This vision, although a bit dry and cold, does hit the mark.
The idea of making design and development teams collaborate works perfectly for a product like Figma. It’s simple, specific, serves as a north star, and addresses a pain point—siloed teams that end up with disjointed products.
You can see this vision reflected in their product, with Figma providing tools for prototyping, wireframing, web design, and everything that closes the gap between design and development.
Overall, there’s little that can be done to improve this vision, it checks most boxes and serves as a great product vision example.
Product vision examples FAQs
What best describes product vision?
A product vision is a clear statement that outlines the future direction and purpose of a product. It defines what the product aims to achieve, who it serves, and the value it brings to users. It acts as a guiding star for the development team, aligning their efforts toward a common goal.
How do you demonstrate product vision?
You can demonstrate your product vision by clearly communicating your product’s future goals, defining its target audience, and outlining how it will solve user problems. Make sure to align your vision with the company’s strategic goals and ensure it inspires your team.
What are 3 examples of a vision statement?
LinkedIn: “To create economic opportunity for every member of the global workforce.”
Amazon: “To be Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work.”
Grammarly: “To write that tricky email, to get your point across, to keep your work moving.”
Conclusion
A sound product vision drives effective product strategy and guides the product team. It improves their efficiency and focus and allows them to build products that satisfy user needs.
It also communicates your objectives, aspirations, and inspirations to the outside world.
If you would like to see how Userpilot can help you refine and implement your product vision, book the demo!
Like these Examples? Implement Your Product Vision with Userpilot!
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