Product
Product Vision
Plain English
The long-term goal of what your product is trying to become.
Definition
Product vision is a long-term statement that defines what a product aims to achieve and the impact it will have on users and the business. It provides direction and purpose beyond short-term glossaryDeliveryDelivery is the process of building, testing, and releasing a product or feature.Open glossary term.
In practice
Used to guide strategic decisions, align teams, and ensure glossaryConsistencyConsistency is the use of uniform patterns, behaviours, and visual elements across a product to create familiarity and predictability. It helps users learn once and apply that knowledge throughout the experience.Open glossary term across product development.
In context
It earns its keep in year three, when the original team has turned over and someone new asks why the product works the way it does. A vision that still answers that has done its job.
The reality
If your vision doesn’t influence decisions, it’s just a statement - not a glossaryStrategyStrategy is a high-level plan that defines long-term goals and the approach to achieving them.Open glossary term.
Compared with
Product Vision vs Mission
A mission describes why the organisation exists. A product vision describes what this particular product will have changed for its users. The mission outlives every product built under it.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is a product vision?
It defines the long-term goal and purpose of a product.
Why is product vision important?
It provides direction and aligns teams around a shared goal.
How is product vision used?
To guide decisions and glossaryPrioritisationPrioritisation is the process of ranking tasks, features, or initiatives based on their importance, impact, and effort.Open glossary term.
What is the difference between vision and strategy?
Vision defines the destination, glossaryStrategyStrategy is a high-level plan that defines long-term goals and the approach to achieving them.Open glossary term defines how to get there.
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