Product vision is your product's long-term goal, answering key questions: "What do we want our product to become?" and "How will it impact users and the market?" Unlike a mission statement that describes what you do today, a vision looks toward the future you're working to create. Great product visions have 3 key traits:

• User-centricity. They focus on users, showing how the product will improve their experiences rather than just listing technical features.
• Simplicity. They express big ideas in clear language that everyone can understand.
• Future-facing. They look to the future, describing an inspiring yet achievable goal that motivates teams to innovate.^[1]

LinkedIn's vision statement shows these qualities well: "To create economic opportunity for every member of the global workforce." This clearly states their global ambition while focusing on real benefits (economic opportunity) rather than just platform features. This vision guides all their product work, from profile improvements to networking tools.^[2]