The concept of a Product Goal is not new, but it wasn’t an official artifact or commitment until the 2020 update to the Scrum Guide. However, with the latest version, the Product Goal is now an element of Scrum. As such, it’s essential to understand what it is, how it differs from a Sprint Goal, and why you should adopt one.
What’s a Product?
Before defining your Product Goal, you first need to understand what a product is. Surprisingly, there is a lot of confusion around the difference between products and projects. By definition, projects are temporary and generally have a distinct beginning and end, with a defined scope, schedule, and budget. On the other hand, products deliver value to one’s customers. Products can be services, physical products, or abstract concepts. Products also have distinct boundaries, but they have a complete life cycle of ideation, inception, growth, aging, and retirement.
What is a Product Goal?
According to the latest Scrum Guide, a Product Goal:
“…describes a future state of the product which can serve as a target for the Scrum Team to plan against.”
The Scrum Guide (2020 edition)
Simply put, the Scrum Guide says that your “Product Goal is the long-term objective of your Scrum Team.” Unless and until you meet the Product Goal (or it becomes obsolete), the team should not move to other objectives.
How does the Product Goal align with the Product Backlog?
The Product Goal lives inside the Product Backlog, and the backlog itself emerges to define “what” is needed to fulfill the Product Goal. All the items contained in the backlog should support the achievement of the Product Goal; otherwise, you should question them.
Why do I need a Product Goal?
A Product Goal provides the “North Star” statement for your product. Much like a strategic goal, a Product Goal states the product’s overall value proposition for both the organization creating the product and the customers it serves. (Interestingly, the concept of a product “vision” was removed in the 2020 Scrum Guide and replaced with the Product Goal.)
Is a Product Goal a commitment?
Yes, a Product Goal is a commitment. It’s a promise to work toward achieving the goal of the product in everything the supporting Scrum Team does.
Who is responsible for creating a Product Goal?
The role in Scrum responsible for creating the Product Goal is the Product Owner. That does not mean you should develop the Product Goal in isolation. The Product Owner ultimately owns it but should seek feedback and guidance from the organization and the Scrum Team to create and support the product.
What makes a good Product Goal?
Like any good goal or objective, your Product Goal should be SMART. If you’re not familiar with this popular acronym, it stands for:
Specific
Measurable
Achievable / Attainable
Realistic / Relevant
Time-bound
Your Product Goal should be aspirational (like a vision) but achievable. If your Product Goal is not specific or measurable, you won’t know when you have realized your goal.
How is a Product Goal different from a Sprint Goal?
The Sprint Goal has been an official part of Scrum for a long time, but I would argue that it’s an element that often gets overlooked or neglected. I am often guilty of this, figuring that accomplishing all planned work in a Sprint is a sufficient Sprint Goal (hint: it’s not). Each Sprint has its own goal that supports the overall Product Goal. On the other hand, the Product Goal is defined before building a new product, and then it’s refined over time.
How often should I revisit my Product Goal?
As with any other artifact in Scrum, you and your team should regularly review and revise your Product Goal as needed. If your company’s strategy has changed or you need to make adjustments due to economic or market conditions, you should revisit your Product Goal. Whenever a change is required, make it. Keep your Product Goal timely and current to continue to guide the Scrum Team in their development of the product.
What if my Product Goal becomes obsolete?
Like the Sprint Goal, if the goal of the product becomes obsolete, it might be time to retire or sunset your product – this can and does happen sometimes. It may mean that your product no longer meets your customers’ needs or is out of alignment with market demands. When this happens, you need to consider whether your product is valid anymore. If not, take steps to shut the product down.
Final Thoughts
The Product Goal is a crucial, and now official, commitment in Scrum. Each increment built by the Scrum Team supports achieving the Product Goal. Without a Product Goal, you won’t have a North Star to follow, and your product might go astray. If you don’t have a Product Goal, create one to guide you on what you’re building and why.
Now, it’s your turn! Do you have a Product Goal already? Did you use this idea before it became an official part of Scrum? Or, is this an entirely new and foreign concept to you? I’d love to hear about your experiences in the comments below.