You’ve tried writing a product vision before and it either sounded like a generic slogan or a feature list in disguise. Stakeholders want clarity, teams want direction, and customers want a reason to care—yet distilling all of that into a single, memorable line feels harder than shipping the product itself. The cost of a vague vision is real: scattered roadmaps, reactive bets, and a team that’s busy but not aligned.
This article gives you the clarity and momentum you’ve been missing. You’ll see 12 crisp product vision statement examples—from Koala Feedback and well-known brands like Slack, Zoom, Shopify, LinkedIn, Instagram, Google, Netflix, Uber, Amazon, Figma, and Grammarly—each paired with a quick breakdown of why it works and a “borrow this” takeaway you can adapt. Then we’ll walk through a simple method to write your own: future state first, who you serve, the value you deliver, plus short templates, common pitfalls, and a pre-share checklist. By the end, you’ll have a one-sentence vision that energizes your team and anchors your roadmap. Let’s begin with a clear example and build from there.
Koala Feedback’s vision gives feedback‑driven teams a clear north star—customer voice and visible progress—not a list of features. As one of the product vision statement examples you can model, it’s actionable and memorable.
Here’s the crisp line we use. To give every customer a voice—and turn feedback into a transparent, prioritized roadmap that helps teams build what matters most.
It centers outcomes (voice + transparency), guides choices (collection, deduping, voting, public roadmap), and aligns priorities without prescribing features. Memorable and measurable.
Use this structure:
To [empower/enable] [audience] to [core outcome] through [distinct principle].
Keep it human and outcome‑first.
As one of the standout product vision statement examples, Slack’s vision is outcome‑first and human. It reads like help, not features.
Here’s the line Slack uses. “To make work life simpler, more pleasant, and more productive.”
It promises a better day, not a tool. Three crisp benefits set a product‑wide quality bar that guides UX, defaults, and integrations.
Pick three outcomes your users feel. Template: To make [user’s work/life] [benefit 1], [benefit 2], and [benefit 3].
Zoom’s place among product vision statement examples shows the power of one precise word to define the experience.
“To make video communication frictionless.” It says nothing about features and everything about how using Zoom should feel, every time.
Frictionless sets a non‑negotiable UX bar—fast joining, effortless invites, minimal setup—which drove differentiation and loyalty. One word concentrates design decisions and trade‑offs.
Choose a power word that encodes your promise, then build to it. Template: To make [critical workflow] [power word].
Among product vision statement examples, Shopify’s vision pairs inclusive ambition with clear direction for product trade‑offs. It’s broad enough for a platform serving both merchants and buyers.
“To make commerce better for everyone.” Short, memorable, and directional.
It frames the outcome (better commerce) and the scope (everyone) without prescribing features. That aligns UX and policies for both sides of the marketplace and prioritizes simplicity, access, and trust.
Template: To make [domain] better for [who]. If you serve multiple audiences, signal it with a short qualifier.
LinkedIn shows how a single vision can unite very different users.
“To create economic opportunity for every member of the global workforce.” Clear, inclusive, future‑oriented.
It unites job seekers and recruiters around one outcome: opportunity. That lens prioritizes identity, skills, networks, and hiring tools—without naming features.
Template: To [verb] [core value] for [every/each] [audience]. Use an inclusive cue (“every”) for broad markets; make the noun your north star.
Instagram proves how two verbs can define a product.
Here’s the line Instagram uses. “To capture and share the world’s moments.”
Two verbs define the loop, and “world’s moments” signals global community. It evokes FOMO and prioritizes immediacy and connection, not features.
Lead with your core loop in two verbs, then name the outcome. Template: To [verb] and [verb] [users’ moments/outputs].
Google’s vision pairs ambition with constraint—an archetype many product vision statement examples emulate. It names the destination and the speed to get there.
“To provide access to the world’s information in one click.” Short, precise, unforgettable.
‘In one click’ sets a non‑negotiable UX bar—speed, simplicity, immediacy—while “the world’s information” keeps the scope expansive. It directs trade‑offs without naming features.
Combine audacious scope with a concrete ease constraint. Template: To [deliver scope] [in/with] [ease metric].
Netflix shows how one vision rallies product and content around a measurable aim. It guides UI and studio bets.
“To become the world’s leading streaming entertainment service.” Ambitious and explicit.
Defining success as leadership sets priorities: global reach, reliability, and breadth. That finish line focuses trade‑offs on scale and engagement.
If dominance matters, say it. Template: To become the [#1/leading] [category] for [audience].
Uber shows how a broad promise scales across products. It reaches beyond ride‑hailing to delivery and autonomy, yet keeps teams pointed at one idea: movement.
Uber’s line: “Evolving the way the world moves.” It’s simple, expansive, and durable as the portfolio grows.
It spans rides, delivery, and driverless efforts without naming features. “Evolving” encodes change and steers choices toward better mobility.
Template: To [verb‑ing] the way [audience] [core action]. Pick a progressive verb and name the core action your users take.
Amazon shows how a company‑level vision can still steer product choices: obsess over customers, and operate in ways that are safe and supportive for employees.
Here’s the line Amazon uses: “To be Earth’s most customer‑centric company, Earth’s best employer, and Earth’s safest place to work.”
It pairs an external promise with internal guardrails. That combo drives low‑friction experiences and scalable operations across products.
Template: To be [superlative] [category] for [audience], while being [pillar 1] and [pillar 2] inside the company.
Figma’s vision shows how to anchor a product in collaboration. It reframes design–dev silos as one shared outcome that guides features and decisions across the product.
“Figma helps design and development teams build great products, together.”
It names who, what, and how—in one concise line. That clarity steers collaboration, prototyping, and workflows that close the design–dev gap without prescribing features.
Template: Bring [role A] and [role B] together to [achieve outcome]. Keep “together” explicit so collaboration becomes your differentiator.
Among product vision statement examples, Grammarly promises momentum—not just correctness.
“work with an AI writing partner that helps you find the words you need—to write that tricky email, to get your point across, to keep your work moving.”
It highlights outcomes—finding words and momentum—while framing AI as a partner, not the point. That sets a clear bar for assistance that reduces friction across everyday writing.
Template: Be a [partner] that helps [audience] [core outcome] so they can keep [workflow] moving.
Now that you’ve seen strong product vision statement examples, it’s time to craft a line your team can rally around. Use the steps below to move from fuzzy intent to a crisp, outcome‑first sentence that anchors strategy and day‑to‑day decisions.
Describe the world after your product succeeds—what users experience, not what you’ll build. Write a short “from → to” narrative that paints a better state. If you can’t picture the end state clearly, your vision will drift as soon as priorities get noisy.
Name your primary audience and the core change they’ll feel. Be specific about the job you’re improving and the benefit that matters most. This keeps your vision concrete enough to guide trade‑offs without collapsing into a feature list.
Aim for one memorable sentence that sets a bar for experience and outcomes. Avoid jargon and internal acronyms. If a new teammate can repeat it after one read and know what “good” looks like, you’re close.
Draft several options, then iterate toward one that sticks. Start here:
To [enable/empower] [audience] to [core outcome] [with/through] [distinct principle].
To make [domain/workflow] [power word]: [benefit 1], [benefit 2], and [benefit 3].
Bring [role A] and [role B] together to [achieve outcome].
To [deliver scope] [in/with] [ease/speed constraint].
Keep these aligned but distinct so each does its job. Your vision sets direction, your mission explains the current purpose, and your strategy maps how you’ll get there within constraints.
Even great teams stumble by making the vision either too grand or too granular. Use this list as guardrails while you edit and socialize drafts across stakeholders.
Pressure‑test your sentence with real users and teammates. If it doesn’t change how you’d prioritize next quarter, it’s not specific enough.
You don’t need poetry—you need a one‑sentence north star that shapes every trade‑off. The best product vision statements in this guide put outcomes first, name who they serve, and set a clear quality bar. Write it short, make it memorable, and let it drive your roadmap.
Ready to turn that sentence into an always‑on feedback loop and public roadmap? Use Koala Feedback to capture ideas, prioritize what matters, and show progress—so your vision becomes execution.
Start today and have your feedback portal up and running in minutes.
