02. Vision

Vision

**What is Vision? **

• What your product looks like in its final state
• Essence of your product
• What your product does and why it matters to users
• Can be summarized in a sentence or two

Vision needs to tell a story about:

• What you’re building
• Who it’s for
• Why it matters

Vision will impact every single aspect of your product so it is important to be thoughtful when you are crafting your vision.

Creating Vision

You’ll want to make sure that your vision is all of the following:

• Inspiring
• Ambitious
• Easy to explain
• Something the team believes in
• Something you evolve over time
• Something you share out frequently

Here are a few examples of vision:

• Google Wifi: A wireless router that people love
• Facebook: Connect with friends and the world around you
• Amazon: Earth's most customer centric company and a place where people can come to find and discover anything they might want to buy online
• More examples

Vision serves as a north star to guide the team and decision making as your product is being developed. It explains what you’re building, who it’s for, and why it matters. Vision also gets the team excited and motivated about building the product.

Further readings

• Product Vision

• 4 Experts Reveal How to Create a Strong Product Vision