What Is the Product Goal in Scrum?
The Product Goal is a directional statement that provides context and purpose to the Product Backlog. It represents the ‘why’ behind the work, helping the Scrum Team and stakeholders understand the aim they are working toward.
Metaphor
A Product Goal is like the destination pin in a GPS app—it gives everyone a shared sense of direction, so they don’t just wander aimlessly through the backlog. Without it, the Product Backlog can feel like a grab bag of tasks; with it, each item becomes a purposeful step toward a clearly understood objective.
Works Consulted
- Scrum Guide 2020 Update - Introducing the Product Goal | Scrum.org | Accessed 13 Jul. 2025.
Connections
follows:: Product Ownership