That said, let\u2019s explore examples of compelling product vision statements from leading brands, including:<\/p>\n
- \n
- Amazon<\/li>\n
- Asana<\/li>\n
- LinkedIn<\/li>\n
- Zoom<\/li>\n
- Amplitude<\/li>\n
- Miro<\/li>\n
- Grammarly<\/li>\n
- HubSpot<\/li>\n
- Monday<\/li>\n
- Figma<\/li>\n<\/ul>\n
Product vision vs. company vision<\/strong><\/h2>\n
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.<\/p>\n
For a single-product company, the product vision will be the same as the company vision. All their efforts are on developing the product, collecting feedback<\/a>, and making it succeed.<\/p>\n
In multi-product companies, each product contributes to the realization of the overall company vision.<\/p>\n
For example, Disney aspires to be \u201cone of the world\u2019s leading producers and providers of entertainment and the world’s information\u201d, and they have a vast portfolio of products that they use to realize their vision.<\/p>\n
What makes a great product vision?<\/strong><\/h2>\n
As mentioned, a product vision is where<\/strong> 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.<\/p>\n
That said, here\u2019s what makes great product visions:<\/p>\n
- \n
- Provides value in your customer\u2019s life.<\/strong> Do customer research<\/a> and ask yourself, where are your customers now? And where will they be in the future with your product?<\/li>\n
- Aligns with your company’s mission.<\/strong> Unless you\u2019re a single-product company, your product vision should fit within the scope of your company\u2019s wider vision.<\/li>\n
- Guides your product strategy<\/a><\/strong>. Your product vision should serve as an actionable northstar in your product design process.<\/li>\n<\/ul>\n
![\"The](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/the-importance-of-product-vision-1_63756dd366718057246eabce62e656ec_800.png\")
<\/picture>The importance of a product vision.<\/figcaption><\/figure>\n - \n
- Clear and actionable.<\/strong> It must be simple enough so every team member can have the same picture, yet it must also motivate them to move forward.<\/li>\n<\/ul>\n
![\"A](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/goal-setting-frameworks_294ab807b5ec12af37d5c90742468566_800.png\")
<\/picture>A great vision should align with a clear and actionable goal.<\/figcaption><\/figure>\n - \n
- Market-awareness. <\/strong>A good product vision describes where the market is right now, and where it\u2019s leading to.<\/li>\n<\/ul>\n
How to nail your product vision statement as a product manager<\/strong><\/h2>\n
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:<\/p>\n
- \n
- Think aspirational, not reactionary.<\/strong> 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.”<\/li>\n
- Evoke excitement, not anxiety.<\/strong> Your vision should inspire a “yes, that’s what we want!” feeling.<\/li>\n
- Keep it simple and clear.<\/strong> Use “Today\/In the Future” statements to paint a picture of the transformation your product will bring.<\/li>\n<\/ul>\n
For this, here\u2019s the work you need to do:<\/p>\n
- \n
- Perform customer research<\/a> to align your product vision with the reality of your target customer. You can use this to, for example, create an accurate user persona<\/a>.<\/li>\n<\/ul>\n
![\"user](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/user-persona-end-user-behavior-monitoring_5ff76a5fe5d86a8a89ce9bc8f40f3c5b_800.jpg\")
<\/picture>Here\u2019s an example of a user persona for product manager positions.<\/figcaption><\/figure>\n - \n
- Conduct competitive analysis <\/a>and figure out what will make your product different from theirs.<\/li>\n
- Organize the data in a tool like Miro to visualize it better and brainstorm ideas with your team.<\/li>\n
- Follow a framework to give your vision some structure. Examples include The Product Manifesto<\/a> by Marty Cagan, Geoffrey Moore, and Roman Pichler’s Product Vision Board.<\/li>\n<\/ul>\n
Once you\u2019ve done this, it is time to create the final statement using a product vision template.<\/p>\n
To do that, you can use a product vision statement template like:<\/p>\n
- \n
- We believe (in) a world where [target consumer<\/em><\/strong>] can [action + goal\/objective<\/em><\/strong>], for\/by\/with [key differentiating factors<\/em><\/strong>].<\/li>\n
- To [action<\/em>:<\/strong> unlock, enable, create, etc.] [target consumer<\/em><\/strong>] to [action + goal\/objective<\/em><\/strong>].<\/li>\n
- Our vision is to [action<\/em>:<\/strong> build, design, etc.], the [action + goal\/objective<\/em><\/strong>], to [verb:<\/strong> support, enable, etc\u2026] [target consumer<\/em><\/strong>].<\/li>\n
- For [the target customer<\/strong>], who [the need<\/strong>], the [product]<\/strong> is a [product category<\/strong>] that [unique selling points<\/strong>]. Unlike [competitors\/alternative solutions<\/strong>], our product [key differentiating factors<\/strong>].<\/li>\n<\/ol>\n
Product vision examples from successful companies<\/strong><\/h2>\n
Let\u2019s have a look at some great product vision examples from the most successful SaaS businesses out there.
<\/picture>\n Amazon<\/strong><\/h3>\n
You can find on Amazon\u2019s website that their vision is: “To be Earth’s most customer-centric company, Earth\u2019s best employer, and Earth\u2019s safest place to work.”<\/p>\n
Now, although it\u2019s 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).<\/p>\n
First, if you look at Amazon\u2019s 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.<\/p>\n
Second, Amazon\u2019s 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 \u201cthe customer\u201d\u2014simply look at how Amazon is always recommending relevant products<\/a> to you (you\u2019ll seldom see a promotional email from them that isn\u2019t personalized).<\/p>\n
Lastly\u2014and despite its controversies\u2014Amazon employs 1,532,000 people as of 2024. Which clearly shows its commitment to providing job opportunities at scale.<\/p>\n
That said, even though Amazon\u2019s vision isn\u2019t the most representative example of your average SaaS startup, it does show how a customer-focused company can successfully embody its vision.<\/p>\n
![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/amazon-product-vision_d235499407819f66ac883815adfa4754_800.png\")
<\/picture>Amazon\u2019s vision.<\/figcaption><\/figure>\n Asana<\/strong><\/h3>\n
Asana is a project management and productivity platform. Asana\u2019s mission is to revolutionize the way teams organize and prioritize their work.<\/p>\n
Their \u2018vision for the future of work<\/em>\u2018 is built around features like:<\/p>\n
- \n
- Increased integration with other products to allow prioritization of all tasks within Asana.<\/li>\n
- Focus mode that will allow you to cut out the distractions that reduce your productivity.<\/li>\n
- Huddles with the virtual assistant to streamline meetings and replace the need to take notes or minutes.<\/li>\n
- Workflow stores to find the ideal workflow for each team and role.<\/li>\n
- Goals, which are already available, and which allow linking objectives with the organization\u2019s strategy.<\/li>\n
- Highly automated status reports which require little human input.<\/li>\n<\/ul>\n
![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/asana-product-vision_fb72fab4a1d4f6046f3ba143c8ff8c3f_800.png\")
<\/picture>Asana\u2019s vision.<\/figcaption><\/figure>\n LinkedIn<\/strong><\/h3>\n
LinkedIn is an online product that focuses on business and employment.<\/p>\n
LinkedIn\u2019s product vision is \u201cto create economic opportunity for every member of the global workforce.\u201d<\/p>\n
This product vision example is short but powerful. It refers to the future, it\u2019s inspirational and has an emotional appeal, too.<\/p>\n
How do they realize the vision?<\/p>\n
LinkedIn enables users to establish and develop their professional networks, develop their skills, and look for new employment opportunities. It\u2019s also widely used by recruiters and businesses seeking to increase their online presence.<\/p>\n
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.<\/p>\n
![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/linkedin_d31869673ce16a07bb9d8995771c6efe_800.png\")
<\/picture>LinkedIn Vision.<\/figcaption><\/figure>\n Zoom<\/strong><\/h3>\n
When you visit Zoom\u2019s about page, you can read their vision as “The AI-first work platform for human connection.”<\/p>\n
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\u2019t focused on video conferencing.<\/p>\n
This vision nails Zoom\u2019s objective with its products\u2014to connect people worldwide. It\u2019s not limited to just video conferencing, but also its other products like cloud storage, whiteboards, docs, video editors, and phone calls.<\/p>\n
This statement also adapts to market changes, as it mentions Zoom as \u201cAI-first\u201d, which isn\u2019t a problem right now considering that they\u2019re actively implementing AI tools.<\/p>\n
However, it\u2019s the equivalent of a vision in the 2000s saying \u201cinternet-first marketing tool\u201d. It will eventually become outdated as AI stops being a trend and gets widely adopted. Plus, it isn\u2019t even that relevant today considering that only a fraction of Zoom\u2019s users might find value in their current AI features.<\/p>\n
A better statement for Zoom should be more evergreen, something like \u201cTo connect all humans for work.\u201d<\/p>\n
![\"zoom](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/zoom_50664ffd16c4bb1052f8635eef9afba2_800.png\")
<\/picture>Zoom\u2019s vision.<\/figcaption><\/figure>\n Amplitude<\/strong><\/h3>\n
A statement you can find on Amplitude\u2019s website states, \u201cGet data you can trust and the insights you need to take action and drive growth.\u201d<\/p>\n
Amplitude\u2019s 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<\/a>\u2014and not just data.<\/p>\n
You can see this when you use the platform. There are a lot of data visualization charts<\/a>, data management, and multiple tools that allow you to sort and interpret data (instead of just looking at it with a poker face).<\/p>\n
However, adding a layer of inspiration or broader impact could make the vision less cold for users. For instance, a statement like \u201cto democratize data-driven insights throughout every company department\u201d sounds more ambitious and inspiring.<\/p>\n
![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/amplitude-product-vision_901ae8596168a76b563c329478831ad4_800.png\")
<\/picture>Amplitude\u2019s vision on its website.<\/figcaption><\/figure>\n Miro<\/strong><\/h3>\n
Miro\u2019s website says, \u201cBring teams together and quickly go from big ideas to execution with a workspace that leverages AI at every stage.\u201d<\/p>\n
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.<\/p>\n
You can see this in the collaborative nature of the product, its usability<\/a>, its templates, and the emphasis it places on brainstorming actionable ideas.<\/p>\n
However, this statement goes a bit overboard with the AI part. Even though Miro offers AI tools<\/a>, they\u2019re 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 \u201cexecution.\u201d<\/p>\n
![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/miro-product-vision_b1ee883246b6d4c03c1092dce137bbb0_800.png\")
<\/picture>Miro\u2019s vision.<\/figcaption><\/figure>\n Grammarly<\/strong><\/h3>\n
Grammarly states on their website, \u201cwork with an AI writing partner that helps you find the words you need\u2014to write that tricky email, to get your point across, to keep your work moving.\u201d<\/p>\n
The last part of this product vision statement describes Grammarly\u2019s vision very well. Since a lot of writing involves facing the friction of writer\u2019s block, \u201cto keep work moving\u201d can resonate with anyone who writes in their job.<\/p>\n
Now, as we\u2019ve 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\u2019s no need to mention it in your vision statement.<\/p>\n
In Grammarly\u2019s example, there\u2019s a compelling idea about reaching a future where AI is used responsibly for writing\u2014which makes this AI-related statement make more sense than the last ones.<\/p>\n
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.<\/p>\n
![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/grammarly-product-vision_be17c27d334cfd3b6a63b1f609b4752c_800.png\")
<\/picture>Grammarly\u2019s statement on its website.<\/figcaption><\/figure>\n HubSpot<\/strong><\/h3>\n
HubSpot\u2019s vision is simple: “Software that\u2019s powerful, not overpowering.”<\/p>\n
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\u2019s specific enough to communicate that HubSpot is all about software, as well as addressing a pain point\u2014complex software.<\/p>\n
However, this statement doesn\u2019t fit completely as a vision. As it doesn\u2019t describe a future, nor inspire people to move toward it. It only barely describes where HubSpot is already, and not where it\u2019s headed.<\/p>\n
![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/hubspot-product-vision_bf8b119391af3aaab2b34682696d8cfd_800.png\")
<\/picture>HubSpot\u2019s vision.<\/figcaption><\/figure>\n Monday<\/strong><\/h3>\n
Monday\u2019s website states, \u201cthe platform that gives you the flexibility to run any aspect of work.\u201d<\/p>\n
The idea in this statement is very compelling, specific enough, and aligns with Monday\u2019s product. It basically says that you can do any work-related task on their platform.<\/p>\n
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.<\/p>\n
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 \u201cto make all work happen in one platform\u201d is shorter and conveys the same message.<\/p>\n
![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/monday-product-vision_f96e4ebd5dfa2f39cfec134d994295c7_800.png\")
<\/picture>Monday\u2019s homepage vision.<\/figcaption><\/figure>\n Figma<\/strong><\/h3>\n
On its website, you can see a statement saying \u201cFigma helps design and development teams build great products, together.\u201d<\/p>\n
This vision, although a bit dry and cold, does hit the mark.<\/p>\n
The idea of making design and development teams collaborate works perfectly for a product like Figma. It\u2019s simple, specific, serves as a north star, and addresses a pain point<\/a>\u2014siloed teams that end up with disjointed products.<\/p>\n
- To [action<\/em>:<\/strong> unlock, enable, create, etc.] [target consumer<\/em><\/strong>] to [action + goal\/objective<\/em><\/strong>].<\/li>\n
- Conduct competitive analysis <\/a>and figure out what will make your product different from theirs.<\/li>\n
- Evoke excitement, not anxiety.<\/strong> Your vision should inspire a “yes, that’s what we want!” feeling.<\/li>\n
- Think aspirational, not reactionary.<\/strong> 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.”<\/li>\n
- Market-awareness. <\/strong>A good product vision describes where the market is right now, and where it\u2019s leading to.<\/li>\n<\/ul>\n
- Aligns with your company’s mission.<\/strong> Unless you\u2019re a single-product company, your product vision should fit within the scope of your company\u2019s wider vision.<\/li>\n
- Provides value in your customer\u2019s life.<\/strong> Do customer research<\/a> and ask yourself, where are your customers now? And where will they be in the future with your product?<\/li>\n
![\"The](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/the-importance-of-product-vision-1_63756dd366718057246eabce62e656ec_800.png)
<\/picture>![\"A](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/goal-setting-frameworks_294ab807b5ec12af37d5c90742468566_800.png)
<\/picture>![\"user](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/user-persona-end-user-behavior-monitoring_5ff76a5fe5d86a8a89ce9bc8f40f3c5b_800.jpg)
<\/picture>![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/amazon-product-vision_d235499407819f66ac883815adfa4754_800.png)
<\/picture>![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/asana-product-vision_fb72fab4a1d4f6046f3ba143c8ff8c3f_800.png)
<\/picture>![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/linkedin_d31869673ce16a07bb9d8995771c6efe_800.png)
<\/picture>![\"zoom](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/zoom_50664ffd16c4bb1052f8635eef9afba2_800.png)
<\/picture>![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/amplitude-product-vision_901ae8596168a76b563c329478831ad4_800.png)
<\/picture>![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/miro-product-vision_b1ee883246b6d4c03c1092dce137bbb0_800.png)
<\/picture>![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/grammarly-product-vision_be17c27d334cfd3b6a63b1f609b4752c_800.png)
<\/picture>![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/hubspot-product-vision_bf8b119391af3aaab2b34682696d8cfd_800.png)
<\/picture>![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/monday-product-vision_f96e4ebd5dfa2f39cfec134d994295c7_800.png)
<\/picture>![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/figma-product-vision_84653cf27c804af8c7b31a876cc1764b_800.png)
<\/picture>