How Can Sprint Goals Be Aligned With Customer Outcomes?
Sprint Goals should be expressed in terms of reducing a satisfaction gap. This frames goals around measurable customer outcomes rather than just delivering features.
Metaphor
Sprint Goals are like writing a to-do list that says “feel rested” instead of “set alarm, brew coffee, avoid doomscrolling.” The shift is from activities to the real outcome desired.
By framing goals in terms of satisfaction gaps, teams keep their eyes on customer impact, not just busywork.
In practice, many teams take a different approach, assuming the Sprint Goal is simply to complete all items planned. This view is sometimes mistakenly called the “Sprint Commitment”.
Sprint Goals are not just a team coordination tool; they’re a lever for maximizing value which is the essence of Product Ownership.
Works Consulted
In addition to any sources cited above, the following works informed my thinking:(1)