The Vision Statement was created by Geoffrey A. Moore as an elevator pitch template and published in his book “Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers” back in 1991.

The Vision Statement is a quite simple format, that covers some  important elements to cover in an elevator pitch. What is very important about the vision is that it stays relevant in the talks that you have about the product. It should serve as a guide when favouring or turning down features. Make sure that the team is driven by the same product vision and everything will run smoothly. The next time they are asked to share the product they are working on it should be clear and exciting to hear.

An inspiring vision statement should inform a clear direction and priorities for the organization, while challenging all the team members to grow together. Here are some great tips for creating your product vision statement:

  • Imagine how you want the business to be like in five to ten years.
  • Infuse the business’ values in the statement.
  • Make sure that the statement is implying a clear focus for the business.
  • Write your vision statement in the present tense.
  • Use clear and concise language.
  • Ensure the statement is easily understood.

There are many different types of vision statements and there is no wrong or right way to do it. The most important thing is to resonate with it. It will always inspire you and give you a clear targeted direction.

Also remember, the Product Vision statement template is just a useful template to help you think about your vision. Don’t literally use it to communicate your vision to stakeholders. Use your own wording instead!

Want to learn more?
Check out these blogpost for more guidance on the Product Canvas: