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Exercise "Product Goal"

Summary

Here you will find the definitions of the most important terms from this chapter.

Product Goal

The Product Goal is the desired outcome of a Scrum project and serves as a guiding principle for development work. It is realised through the Sprints of the Scrum team.

Product Vision

The Product Vision encompasses the ideal goal of a product from the customer's perspective and is defined by the Product Owner. It helps align the individual views of customers and aids the development team in understanding the product and prioritising tasks accordingly.

Test yourself

Try to answer the following questions on your own. Take your time and think carefully before checking the solutions.

How can you define the Product Goal?

It is the Scrum Team’s commitment to the Product Backlog and serves as a compass for the development of the current product. It defines a specific goal, which is pursued with the Scrum project and achieved through the Sprints.

How far ahead is the Product Goal planned?

The Product Goal represents a long-term objective, which – depending on the targeted product – is typically set two to six months ahead.

Who is responsible for the Product Goal?

The Product Owner is responsible for the Product Goal. They may, and ideally should, develop it collaboratively with the stakeholders and the Scrum Team.

What questions should be asked when developing the Product Goal?
  • Why is the project being carried out?
  • Which audience is to be addressed?
  • What is the client’s or consumer’s need or benefit?
  • What is the project about? What exactly is being offered?
  • What are the unique selling points of the application or product compared to competitors?
  • How is the business model structured?
  • How is profit expected to be generated?
How many Product Goals can be associated with a Product Backlog?

Since the Product Goal represents the commitment to the Product Backlog, there should only be one Product Goal per Product Backlog. A new Product Goal can only be developed once the previous one has been achieved.