Concepts
Understanding the relationship between a product vision and a product goal is a crucial part of the Certified Scrum Product Owner (CSPO) learning journey. It is instrumental in achieving product success and delivering value to customers and stakeholders effectively.
I. Defining Product Vision and Product Goal
Before delving into their relationship, it’s important to understand what a product vision and a product goal individually mean.
A. Product Vision
The Product Vision provides a high-level view, a long-term outlook of the product’s future. It frames the overarching purpose, ultimate objectives, and strategic direction that guides the product’s development. The Product Vision is holistic and describes why the venture is worth pursuing and what the product hopes to achieve.
B. Product Goal
On the other hand, a product goal refers to a specific, short-term objective that is set for the product. It is a tangible milestone on the journey to realize the product vision. This could mean launching a new product feature, reaching a certain number of users, or obtaining a definite amount of revenue, among other things.
II. The Relationship between Product Vision and Product Goal
A. The Correlation
The Product Vision is like a compass that provides direction, while Product Goals work as the stepping stones to get there. Together, they ensure that the product development team is not just producing features aimlessly, but working towards a clear direction and an intended outcome that brings value.
B. Sequential Nature
Product Vision comes first, encompassing the broad, strategic intentions for the product. It’s then broken down into more reachable, bite-sized Product Goals, which are sequenced and acted upon one after another in various development sprints.
C. Iterative Process
The relationship between a Product Vision and Product Goals is an iterative one. As the team works on reaching a Product Goal, they learn more about the market, customer behavior, and other features. These learnings could potentially trigger changes or refinements to the Product Vision.
III. Examples
Consider a company that makes fitness apps.
A. Product Vision: “We aim to be a global leader in digital fitness solutions, encouraging people to live healthier lives.”
B. Product Goal 1: “Launch a virtual running coach feature within the next six months to increase user interaction by 10%.”
Product Goal 2: “Achieve 50,000 new downloads within the next quarter.”
In this example, the Product Vision allows the team to know the big picture and the purpose, while the Product Goals provide specific, measurable targets to hit along the product’s journey. They are all in concert, with the goal of making the vision a reality.
IV. Summary
| Attributes | Product Vision | Product Goal |
|---|---|---|
| Purpose | Provides a broad, strategic direction for the product | Sets specific, short-term targets along the way towards achieving the vision |
| Timing | Long-term | Short-term |
| Changeability | Less frequently (but can change based on market needs) | Regular (set for different sprints) |
As we can see, understanding the relationship between a Product Vision and a Product Goal is quite crucial in strategic product management. The Product Owner must ensure these are well-articulated, understood, and that the development team works to make the vision a reality through the achievement of the product goals.
Answer the Questions in Comment Section
1) Product vision and product goal are the same things in scrum.
- A) True
- B) False
Answer: B) False
Explanation: Although closely related, product vision and product goal have distinct differences. Product vision is the overarching aim that the product is expected to achieve in the market, while product goal is a specific, short-term objective within the product vision.
2) The product goal and product vision should align with each other.
- A) True
- B) False
Answer: A) True
Explanation: The product goal, ideally, should be aimed at achieving the product vision. They are different layers of strategic planning, but they should align with each other to ensure the same direction of progress.
3) In Scrum, who is responsible for maintaining the Product Goal?
- A) Scrum Master
- B) Product Owner
- C) Development Team
Answer: B) Product Owner
Explanation: The Product Owner is responsible for maximizing the value of the product, which includes maintaining and implementing the Product Goal.
4) Product vision serves as a goal for a single sprint.
- A) True
- B) False
Answer: B) False
Explanation: Product vision serves as the long-term aim. A Product Goal, not Product vision, is what the Scrum Team seeks to accomplish during a specific Sprint.
5) The product vision is necessary to create a successful product goal.
- A) True
- B) False
Answer: A) True
Explanation: The Product Vision provides an overarching objective for the development team, ensuring everyone is aligned towards a shared aim. It forms the cornerstone for creating effective Product Goals which are steps towards achieving the vision.
6) A product vision is expected to change frequently.
- A) True
- B) False
Answer: B) False
Explanation: While product goals may change as per market conditions and feedback, a product vision is typically consistent and doesn’t alter frequently as it provides long-term direction.
7) Can there be more than one product goal for a product at a certain period of time?
- A) True
- B) False
Answer: B) False
Explanation: Scrum Guide recommends having one single Product Goal at a time to provide clear direction for the Scrum Team.
8) Is it necessary for the product vision to be accomplished within a certain timelines similar to a product goal?
- A) True
- B) False
Answer: B) False
Explanation: Product goals have defined timelines within which they have to be accomplished, usually aligned with sprints. The product vision, however, is a long-term aim without specific timelines.
9) Which of the following is true about the product vision and product goal?
- A) They are created by the development team
- B) They should contradict each other
- C) They are vital for the strategic planning of product development
- D) They are optional in Scrum
Answer: C) They are vital for the strategic planning of product development
Explanation: Both product vision and product goal play a crucial role in strategic planning, enabling the team to align their direction and navigate the path toward successful product delivery.
10) A product goal can exist without a product vision.
- A) True
- B) False
Answer: B) False
Explanation: A product goal is a step towards achieving the product vision and thus, it is hardly meaningful without a vision being established. It is the vision that provides direction for setting up the product goals.
Great blog post! It really clarifies the relationship between a product vision and a Product Goal.
I find the distinction between product vision and Product Goal a bit confusing. Can anyone explain it in simpler terms?
Useful explanation! But how often should a Product Goal be revisited?
Appreciate the detailed explanations provided in this blog post. Thanks!
Is it possible for a product to have multiple Product Goals at the same time?
Excellent breakdown between vision and goals. Much appreciated!
Thank you for this insightful post!
How do you align the Product Backlog items with the Product Goal?