Clarifying the mission and vision

A strong product strategy begins with vision. A mission statement describes why the product exists, the change it seeks to create, and who will benefit from it. It is not tactical, but aspirational, giving teams a sense of purpose while leaving room for different paths to reach it.

When well-crafted, a mission is easy to recall and communicate. Google’s early vision to “organize the world’s information and make it universally accessible and useful” demonstrates how a statement can guide decisions far beyond the initial product scope. Such direction provides a consistent lens for evaluating opportunities and trade-offs.^[1]

Without a mission, teams risk fragmentation, pursuing features or initiatives that lack coherence. A clear vision anchors the strategy and ensures that roadmaps remain focused on outcomes that align with long-term goals.