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Product Goals in Scrum

Roman Pichler

Product Goals Defined. The Scrum Guide released in November 2020 states that “the product goal describes a future state of the product … [It] is the long-term objective for the Scrum team.” It also suggests that “the product goal is in the product backlog. Figure 1: The Product Goal in Context.

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Product Goals in Scrum

Roman Pichler

Product Goals Defined. The Scrum Guide released in November 2020 states that “the product goal describes a future state of the product … [It] is the long-term objective for the Scrum team.” It also suggests that “the product goal is in the product backlog. Figure 1: The Product Goal in Context.

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OKRs in Product Management

Roman Pichler

It’s worthwhile to note that OKRs were originally invented by Andy Grove at Intel in the 1970ies to facilitate “ excellent execution ,” that is, to help people set hard, measurable goals and to be able to clearly determine if these have been met. Goals in Product Management. Capturing Product-related Goals as OKRs.

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The Product Strategy Cycle

Roman Pichler

For example, the market segment you have chosen might be too big and heterogenous , the value proposition might not be compelling enough , or the business goals might not be feasible. Identifying and addressing the key risks in the product strategy is best done iteratively, as I explain in more detail in my book Strategize.

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10 Product Roadmapping Mistakes to Avoid

Roman Pichler

You can avoid these drawbacks by using a different roadmap type: a goal-oriented or outcome-based product roadmap. As its name suggests, this roadmap focuses on product goals and outcomes, such as acquiring customers, increasing engagement, and future-proofing the product by removing technical debt.

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Priority Starts at the Top

Folding Burritos

We need to know what we’re trying to achieve (our target goals), but also what we want to maintain (our health goals, borrowing from Christina Wodtke’s terminology in her excellent book on OKRs). Then, any piece of work needs to be tied to a goal. Do we want to work on multiple product goals at once?

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Product Teams in Scrum

Roman Pichler

You need the stakeholders’ active contribution to progress the product and reach the product goals. As the Scrum product owner, you should therefore establish close and trustful connections with the key stakeholders, collaborate with them, and involve them in important product decisions on a regular basis.