What Is a Product Goal in Scrum?
According to the Scrum Guide, the Product Goal describes a future state of the product that serves as a planning target. Rather than focusing on features, it should define the customer or user outcomes the team aims to achieve.
Metaphor
A Product Goal is like a north star on a night hike; it doesn’t tell you every step to take, but it keeps you moving in the right direction. Both provide a single point of orientation that prevents you from wandering aimlessly.
In Scrum, the Product Goal anchors planning and ensures the team’s efforts converge on meaningful customer outcomes rather than a scattered list of features.
Works Consulted
In addition to any sources cited above, the following works informed my thinking:(1)
1.
Flossmann S. Strategic Product Goals: A Guide to Achieving Measurable Results with Your Product [Internet]. scrum.org; [cited 2025 Sep 1]. Available from: https://www.scrum.org/resources/blog/strategic-product-goals-guide-achieving-measurable-results-your-product