Understanding the relationship between a product vision and a product goal is crucial for successful product development and management. In fact, these two components are fundamental in Scrum, a popular agile development framework, which focuses on addressing complex adaptive problems while delivering high-value products creatively and productively. Mastery of this understanding is hence essential for an Advanced Certified ScrumMaster (A-CSM).
Product Vision: The Big Picture
The product vision can effectively be described as the product’s big picture or the long-term target for the product. It serves as the overarching aim that guides the larger strategic goals and provides a clear direction for the development team. It is the inspirational and aspirational rally point that unifies all stakeholders— the product owner, ScrumMaster, team members, and even users around the product’s strategic intent.
The product vision spells out what the product is set to achieve, who the target customers are, what their needs are, what the product would look like and how it distinguishes itself from similar products in the market.
Product Goal: The Intermediate Step
The product goal, on the other hand, serves as an intermediate step towards realizing the larger product vision. It outlines the milestones or specific objectives that need to be accomplished within a certain time frame to move closer to the vision.
The product goal is used to guide a particular sprint or a series of sprints and is resultant from the product backlog. This goal helps to focus the Scrum team’s efforts and creates a clear path towards the fulfilment of the product vision.
The Relationship
The relationship between the product vision and the product goal can thus best be represented in the following way:
- Product Vision (Long-term Objective)
- Product Goals (Intermediate Milestones)
- Product Backlog (Detailed Deliverables)
A well-constructed vision inspires and sets the strategic direction, while the product goals provide concrete steps on how to get there. The product backlog breaks these goals down into smaller, more manageable items that can be accomplished in a sprint. This pathway ensures that every action, feature and task are justifiable steps towards getting to the product vision.
Example:
Imagine a company that wants to innovate in the fitness industry by providing an all-in-one fitness app (Product Vision). The app’s goal is to cater to fitness enthusiasts by offering features like customized workout plans, diet tracking, health metrics analysis, and a social platform for fitness communities.
The product goal could be developing an engaging workout plan feature in the next few quarters. The backlog, in this case, might involve designing the user interface, developing workout algorithms, integrating it with users’ profiles, and testing.
Conclusion
In conclusion, mastery of the complementary relationship between product vision and product goal is key for an A-CSM. It allows you to ensure that the team’s efforts are coherently guided towards a singular vision, harmonizing strategy with actionable steps. Understanding and articulating this relationship can make the difference between a successful product and one that never fully achieves its potential.
Practice Test
True/False: A product vision refers to the ultimate goal or desired state for a product.
- True
- False
Answer: True
Explanation: A product vision serves as the guiding light in the product development process. It communicates the purpose, target group, needs, and product benefits.
True/False: A product goal is not aligned with the product vision.
- True
- False
Answer: False
Explanation: The product goal should always serve the vision. Each product goal is a stepping stone that brings the team closer to the overarching product vision.
Multiple Choice: Which of the following serve as a compass for all decision-making related to a product?
- a. Company’s vision
- b. Product vision
- c. Product outline
- d. Scrum Master
Answer: b. Product vision
Explanation: The product vision serves as the compass for all decisions that affect a product. It provides the Bulwark against which all ideas, requirements and changes are tested.
Single Select: Who is responsible for defining the product vision?
- a. Product Owner
- b. Scrum Master
- c. Development Team
- d. Stakeholder
Answer: a. Product Owner
Explanation: A Product Owner is responsible for defining the Product Vision and ensures that everyone involved understands and works towards it.
True/False: The product goal is a short-term objective that focuses on delivering increments of a product.
- True
- False
Answer: True
Explanation: The product goal is more short term and specific than the product vision, focusing on delivering increments of a product that provide value for customers.
True/False: Having a product vision is not crucial to defining what needs to be achieved through product development.
- True
- False
Answer: False
Explanation: Having a comprehensive product vision is vital, as it defines the overarching direction of the product development and provides guidelines for defining the product goals.
Single Select: Which of the following is a stepping stone that brings the team closer to the overarching product vision?
- a. Product backlog
- b. Sprint planning
- c. Product goal
- d. Team velocity
Answer: c. Product goal
Explanation: Product goals serve as milestones that bring the team progressively closer to the desired future state expressed in the product vision.
True/False: A product vision is a static statement that, once formulated, is not subject to change.
- True
- False
Answer: False
Explanation: Both the product vision and product goals can evolve as the market, customer needs or manpower changes. Therefore, they are not static statements.
Multiple Select: What is the product vision used for?
- a. Mobilize the project team
- b. To set price of the product
- c. Guide the product development
- d. Influence the product goal
Answer: a. Mobilize the project team, c. Guide the product development, d. Influence the product goal
Explanation: The product vision serves to inspire and mobilize the team, guide the product development process, and influence the direction of product goals.
True/False: Product goals and product vision have no connection to each other.
- True
- False
Answer: False
Explanation: Each product goal should serve to bring the team closer to the overarching product vision, meaning they are intimately connected.
Single Select: Who is primarily responsible for maintaining alignment between the product goal and the product vision?
- a. Scrum Master
- b. Product Owner
- c. Development Team
- d. Stakeholders
Answer: b. Product Owner
Explanation: In Scrum, the Product Owner is the role responsible for ensuring that the product goal is aligned with, and serves to progress towards, the product vision.
True/False: The product goal should describe a future that is achievable within one or two Sprints.
- True
- False
Answer: True
Explanation: A product goal is a short-term objective and typically, it should be achievable within one or two Sprints, which is a time-box of a month or less.
True/False: A Scrum Master is responsible for creating the product goal.
- True
- False
Answer: False
Explanation: While a Scrum Master can facilitate or assist with the inception of the product goals, it’s the Product Owner’s responsibility to create them, with considerations to the input of the stakeholders and development team.
Single Select: What is intended to be delivered by the product goal?
- a. An increment of a product
- b. A complete product
- c. A component of a product
- d. A project
Answer: a. An increment of a product
Explanation: The product goal focuses on delivering increments of a product that provide value and contributes towards achieving the product vision.
True/False: Having a product goal but no product vision can still lead to successful product development.
- True
- False
Answer: False
Explanation: Without a product vision, there is no overarching direction or destination that the development is aiming towards. This makes it difficult to determine which product goals and features will contribute to the product’s success.
Interview Questions
What is a product vision in Scrum?
The product vision in Scrum is a clear and succinct description of the product’s purpose or the ultimate goal. It answers why the product exists, who will be the beneficiaries, what it will do, and how it will achieve that.
What is the role of product vision in Scrum?
Product vision sets up a guiding north star for the entire Scrum team and provides an overarching goal that guides each sprint and increment. It helps keep the team members aligned on the product’s long-term progress.
How does a Product Goal relate to the product vision?
A Product Goal is a stepping stone towards achieving the product vision. It’s a concrete, intermediate outcome or milestone that brings a Scrum team closer to realizing the product vision.
Can a product have more than one Product Goal?
Yes, a product can have multiple Product Goals. However, at any given time in a Sprint, the Scrum team should only focus on achieving one of the defined Product Goals.
How does a Product Goal contribute to a product’s success?
By breaking down the path to the product vision into more manageable and achievable parts, the Product Goal leads to small wins which keep the team motivated. Every achieved Product Goal indicates that the product is on the right track towards its vision, hence contributing to the product’s success.
Why is the alignment of the Product Goal with the product vision important?
Alignment of the Product Goal with the product vision ensures that the team’s efforts and resources are being leveraged in the most effective manner to achieve the product vision. Every initiative or increment this is not aligned with the vision can be deemed a waste.
Who is responsible for defining the Product Goal?
The Product Owner, in collaboration with stakeholders, is responsible for defining the Product Goal.
How is the progress of a Product Goal measured?
The progress of the Product Goal is measured by the delivery of an “Increment”, which is a usable, potentially releasable product version.
Can the Product Goal and product vision evolve over time?
Yes, both the Product Goal and product vision can evolve as the product matures, market conditions change, or customer needs shift.
How does a shared understanding of the product vision and Product Goal benefit the Scrum Team?
A shared understanding helps the Scrum Team stay aligned and focused. It ensures everyone understands the ‘why’ behind their work, leading to a more motivated and cohesive team.
In what ways does the Product Goal guide the Scrum team’s planning?
The Product Goal can inform the selection and prioritization of backlog items for the Sprint, as the team decides which work will bring them closer to achieving the Product Goal.
How often should the product vision and Product Goal be revisited?
The product vision and Product Goal should be revisited and potentially revised at least once every Sprint, during the Sprint Review.
What happens if the product vision and Product Goal are misaligned?
Misalignment between the product vision and Product Goal can lead to wasted resources, confusion, and a lack of clear direction. It may result in initiatives that don’t contribute effectively to the desired long-term outcomes.
Why might the Scrum team need to adjust the Product Goal?
Changes in market conditions, customer needs, or stakeholder feedback might necessitate adjusting the Product Goal so that it remains aligned with the product vision.
Why is the product vision essential for a Scrum Team?
The product vision gives purpose and direction to the Scrum Team’s efforts. It encourages team members to focus on integral aspects of product development that align with long-term outcomes defined by the vision.
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