Product vision template
Define the future you want to create and how you will get there
Use template
About the product vision template
Vision is about the future. It defines what you want to achieve and why it matters — the foundation of your product strategy. It should be clear, actionable, and deeply rooted in customer value. For example, our vision at Aha! is simple: We aspire for a world of lovable software built by happy teams. Use this template to capture your vision and the key context that supports it.
Included in the product vision template
This product vision template includes built-in capabilities such as:
A menu of classic whiteboard features (including standardized shapes, sticky notes, grids, and emojis)
Quick access to best practices and a pre-filled product vision example for guidance
Inline comments to gather feedback, questions, and ideas
Presentation frames to help you share your vision and align the company
How to use the product vision template
Use this template when you are aligning strategy — not just setting direction. It is best suited for moments when you are clarifying what is essential, especially during annual planning or major shifts in the business.
Work through the fields in order and add only what is meaningful. A great vision is supported by a few key insights: the problems you are uniquely positioned to solve, the customers you serve best, and the strengths that will help you win. Be honest about the challenges too. The most compelling visions are not utopian. They are grounded in reality and still worth pursuing.
Once complete, share and discuss with the team. The value is not just in writing the vision — it is in building shared conviction around what comes next.
Best practices
Help everyone understand the larger purpose behind your company or product.
Set your vision: Write a short, meaningful statement that defines your long-term direction. It should be specific enough to guide decisions and durable enough to hold up over time.
Add essential context: Map out your target customers, market opportunity, competition, and go-to-market plan. This sharpens your strategy and makes the vision more actionable.
Tie it to real work: Make your vision visible in how decisions are made. This helps the team focus on what matters and let go of what does not.
Keep it current: Revisit your vision annually or when something fundamental changes. Your vision should be steady, but not stale.
FAQs about the product vision template
Why does product vision matter?
Vision sets the boundary between possibility and distraction. It shapes the bets you make and the priorities you defend. Without it, strategy unravels — and roadmaps become a to-do list. A clear vision gives the team a reason to care and a way to know when you are veering off course.
What makes a product vision statement effective?
The best vision statements are short, specific, and slightly ambitious. They say something real — not just vague aspirations. They capture who you serve, what you want to achieve, and why it matters. You will know it is working when people start using the language in everyday conversations.
What is the product manager's role in shaping vision?
You are not only a contributor, but also a translator. Product managers help test and evolve vision based on what customers actually need. You pressure-test ideas, spot contradictions, and make sure the vision stays connected to the work being done. This is a core part of product leadership.
Is this template free to use?
Yes. To use this product vision template, sign up for a free 30-day trial of Aha! Whiteboards. (You can also try this template in Aha! Roadmaps if you need a complete product management solution.) Easily customize the template to suit your needs, then share it with as many people as you want (for free) to streamline collaboration.
