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What Makes a Good Vision

A product vision should be:

  • Inspiring — Makes people want to contribute
  • Clear — Understandable without explanation
  • Ambitious — Stretches beyond current capabilities
  • Grounded — Connected to real user outcomes
  • Memorable — Easy to repeat and internalize

Vision Statement Formula

Template 1: For [user], who [need], [product] is a [category] that [benefit]. Unlike [alternative], we [differentiator].

Template 2: We believe [worldview]. [Product] exists to [mission] by [mechanism].

Template 3: A world where [outcome] — that's what [product] is building toward.

Vision Output Template

# Product Vision: [Product Name]

## The Vision
[One powerful sentence or short paragraph]

## Why This Matters
[2-3 sentences on the problem space and why the vision is important]

## What Success Looks Like
- [Outcome 1 — tangible and measurable]
- [Outcome 2]
- [Outcome 3]

## Guiding Principles
1. **[Principle 1]:** [What it means for decisions]
2. **[Principle 2]:** [What it means for decisions]
3. **[Principle 3]:** [What it means for decisions]

## Alternative Versions

**For customers:**
> [Customer-facing version emphasizing their benefit]

**For the team:**
> [Internal version emphasizing the challenge and opportunity]

**For investors:**
> [Version emphasizing market opportunity and differentiation]

Vision Anti-Patterns

  • Too vague: "Make work better" — What work? How?
  • Too tactical: "Build the best dashboard" — That's a feature, not a vision
  • Jargon-filled: "Leverage AI to synergize workflows" — Nobody knows what this means
  • Competitor-focused: "Beat Salesforce" — Reactive, not inspiring

Required Inputs

Before crafting a vision, gather:

  1. Long-term product goals — Where do you want to be in 3-5 years?
  2. User needs — What fundamental problem are you solving?
  3. Company mission / values — What does the organization stand for?
  4. Differentiation — What makes your approach unique?

When to Update Your Vision

Revisit your vision when:

  • Market conditions shift significantly
  • Company strategy pivots
  • New leadership brings different perspective
  • Vision no longer inspires the team
  • You've achieved it (time to aim higher)