In 30 seconds
- One Product Goal at a time; the team finishes or abandons it before the next.
- It's the commitment for the Product Backlog in Scrum.
- Sits between the product vision and each Sprint Goal.
What it is
Added in the 2020 Scrum Guide, the Product Goal describes a future state of the product the team is working toward. The Product Backlog emerges to define what will fulfil it. Some teams have used the plural, "product goals"; Scrum asks for one at a time.
Vision, Product Goal, Sprint Goal
| Level | Time span | Example |
|---|---|---|
| Vision | Years | Make home budgeting effortless |
| Product Goal | Months | Users can track all spending automatically |
| Sprint Goal | Weeks | Bank imports work for the top three banks |
Changing it
Finish the goal, or abandon it if it no longer makes sense, before starting a new one. The Product Owner is accountable for it, working with stakeholders.
Myth vs reality
Myth · A product can have many Product Goals at once.
Reality · Scrum asks for one at a time.
Myth · The Product Goal is a deadline.
Reality · It's an objective; timing is forecast separately.
Myth · It's the same as the vision.
Reality · The vision is broader and longer-lived.
FAQ
How do we know a Product Goal is achieved?
Define how you'll measure it when you set it.
How long does a Product Goal last?
Typically a few months, but it varies.
Is the Product Goal visible to the team?
It should be, as part of the Product Backlog.