Product Vision
A product vision is an aspirational, high-level description of the impact you want your product to have on the world or the future state you want to create.
Product visions tell us where we're headed. Opportunity solution trees and discovery work help us get there.
How does a product vision work?
Product visions are typically qualitative, future-oriented, and somewhat ambiguous. They rarely get into how you'll get there. Your vision might include a high-level outcome, but it probably doesn't get to the level of specificity of each team's outcomes. Nor does it include the specific opportunities or solutions that might address those outcomes.
The vision is the most aspirational part of your product setup. It's fluffy. It's blurry. It's very future-oriented. You never know if it will come true or not. It is hard to do true research for a product vision.
Why does product vision matter?
When teams have the bigger picture (vision) in mind, they can understand how to solve today's problems with the future state in mind. You're always connecting the dots between the bigger vision, the strategy, and your day-to-day work if there is a clear enough and well-argued vision in place.
Vision represents the future state and bigger picture that guides strategic decisions and daily work.
Learn more:
- What a Clear Product Vision Looks Like
Related terms:
- Product Strategy
- Opportunity Solution Tree
- Product Outcome
- Product Discovery
Last Updated: October 25, 2025