I am fascinated with playing around with new products (digital as well as non-digital). For every product, I try to map the current state with its defined Vision and Mission.

I find it intriguing that the Vision and Mission statements are often interchanged, or the product is misaligned with the defined Vision and Mission.

There is a stark difference between a Product Vision and a Product Mission. In simple terms:

Product Vision

• It’s the north star that sets the ultimate direction and long-term aspirations of the product.
• It defines what the product aims to achieve and its desired impact on the market.
• It answers the question, “Where do we want our product to be in the future?”

Example:
Imagine a mobile app for language learning. The Product Vision can be “To empower individuals worldwide to effortlessly communicate in multiple languages and foster cultural understanding.”

Product Vision Template:
“To [what we want to achieve] in [target market or domain] by [how we want to make a difference].”

Product Mission

• Focuses on the present and guides the day-to-day actions and decisions.
• It defines why the product exists and the problem it solves.
• It answers the question, “What do we do and who do we do it for?”

Example:
Imagine a mobile app for language learning. The Product Mission can be “To provide an intuitive and personalized language learning experience that enables individuals of all backgrounds to acquire new languages effectively and with confidence.”

Product Mission Template:
“To [what we do] for [target customers or users] by [how we provide value or solve a problem].”

Product Vision and Product Mission statements need to be well-defined, simple to understand, and with clarity of thought as they set the foundation for a successful product strategy and help align the team towards a common goal.

Which Product Vision and Product Mission statements have you found to meet the above criteria? Do share in comments or direct messages.