A product vision is a brief statement of the desired future state that would be achieved through the project initiative. The product vision may be expressed in any number of ways including financial performance, customer satisfaction, market share, functional capability, etc. The product vision is typically the responsibility of executive sponsorship and is articulated to the Agile development team by the business and by the product owner, if the team is using Scrum.
The product vision is one of the five levels of planning.
See also: Product