To write your vision statement, you must understand and be able to communicate the product's objective. You need to identify: Key product goals: How will the product benefit the company creating it? The goals may include benefits for a specific department within your company as well as the company as a whole. What specific company strategies does the product support? Customer: Who will use the product? This may be more than one entity. Need: Why does the customer need the product? What features are critical to the customer? Competition: How does the product compare with similar products? Primary differentiation: What makes this product different from the status quo, or the competition, or both? Product Vision Board Setup Vision