What is a Product Goal in Scrum?

The Product Goal describes a long-term objective or future state of the product. It is a vital part of the Product Backlog, referred to in the Scrum Guide as a commitment. The Scrum Team uses the Product Goal to plan against and maintain focus.

The Product Owner is accountable for developing and explicitly communicating the Product Goal. During Sprint Planning the Product Owner should make sure that the most important items are prioritized at the top of the backlog and ensure that the team understands how they map to the Product Goal.

Each Sprint should bring the product closer to the overall Product Goal.

Progress toward the Product Goal is discussed during Sprint Review.

The Scrum Team must fulfill-- or abandon--one Product Goal/objective before taking on the next.