Product Vision

As a Product Owner, you are in charge of the product vision. Whatever you come up with – people will most likely ignore it if they weren’t part of the process of creating it.

I’ve asked my team to discuss the product vision and come up with a statement that everyone would sign. We started from analysing product visions from some well known companies.

What others do?


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“Make natural, delicious food and drink that helps people live well and die old.”



“Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”



“We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.”



“To create a better every day life for the many people.”


 “A computer on every desk and in every home; all running Microsoft software.”



“We will destroy Yamaha.” (in 1970)



“Crush Adidas.” (in 1960)


“To become the Harvard of the West.”



“To make people happy.”



To achieve sustainable growth, we have established a vision with clear goals:

Profit: Maximizing return to share owners while being mindful of our overall responsibilities.

People: Being a great place to work where people are inspired to be the best they can be.

Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples; desires and needs.

Partners: Nurturing a winning network of partners and building mutual loyalty.

Planet: Being a responsible global citizen that makes a difference.

Our product vision

In our meeting we quickly discovered, that it’s not that easy to come up with a statement that everyone would be happy with. That’s because each person had a different vision in mind… Good job we discovered it sooner rather than later!

As a motivator for a compelling vision, we kept challenging each other: imagine you meet the company founder and he asks Why are you here? What would you say?

Why are you here?

It was a very engaging and stormy meeting. For a while we even thought it might be not possible… We eventually agreed to one product vision, that everyone was happy to sign. Nothing good comes easy!

Our product vision

It was much better idea to do it together as a team, than leaving it to a single person. If team members don’t buy the vision it’s like living without a vision at all.