The Vision and Product Goal share a hierarchical relationship that guides product development in Scrum. The Product Vision serves as the overarching, long-term aspiration for what the product aims to become. It describes the ultimate purpose and the value the product will deliver to customers and t…The Vision and Product Goal share a hierarchical relationship that guides product development in Scrum. The Product Vision serves as the overarching, long-term aspiration for what the product aims to become. It describes the ultimate purpose and the value the product will deliver to customers and the organization. Think of it as the North Star that provides direction and inspiration for everyone involved in product development.
The Product Goal, introduced in the Scrum Guide 2020, acts as a stepping stone toward achieving that Vision. It represents a medium-term objective that the Scrum Team commits to accomplishing. While the Vision might span several years, a Product Goal typically covers a shorter timeframe and provides a more concrete, measurable target.
The relationship between these two elements is complementary and sequential. The Vision establishes the WHY behind the product - the reason it exists and the problems it solves. The Product Goal translates this aspirational Vision into actionable targets that the team can work toward sprint by sprint.
A Product Owner uses the Vision to communicate purpose and align stakeholders around a shared understanding of the products future state. They then decompose this Vision into one or more Product Goals that appear on the Product Backlog. Each Product Goal should clearly support and advance the team toward the broader Vision.
As one Product Goal is achieved or abandoned, the Product Owner formulates the next one, always ensuring alignment with the Vision. This creates a coherent strategy where daily work connects to sprint objectives, sprint objectives support the current Product Goal, and the Product Goal advances the Vision.
Effective Product Owners ensure transparency in both elements, helping the Scrum Team understand not just what they are building, but why it matters. This understanding empowers teams to make better decisions and deliver more valuable outcomes for customers and the business.
Vision and Product Goal Relationship: A Complete Guide
Why is the Vision and Product Goal Relationship Important?
Understanding the relationship between Vision and Product Goal is fundamental for effective product management. The Vision provides long-term direction and purpose, while Product Goals serve as stepping stones toward achieving that Vision. For PSPO-I exam candidates, this concept is critical because it demonstrates how strategic alignment translates into actionable objectives that guide the Scrum Team's work.
What is the Vision?
The Product Vision is a long-term, aspirational description of what the product aims to become and the value it will deliver to customers and stakeholders. It answers the question: Why does this product exist? The Vision is typically stable over time and provides inspiration and direction for everyone involved with the product.
What is the Product Goal?
The Product Goal is a commitment within the Product Backlog that describes a future state of the product. It serves as a target for the Scrum Team to plan against. According to the Scrum Guide, there is only one Product Goal at a time, and it must be fulfilled or abandoned before taking on another.
How They Work Together
Think of the relationship as a hierarchy:
1. Vision sits at the top - the ultimate destination 2. Product Goals are intermediate objectives that move the product toward the Vision 3. Sprint Goals are tactical steps toward achieving the current Product Goal
Each Product Goal should be a meaningful step toward realizing the Vision. When one Product Goal is achieved, the next Product Goal should continue the journey toward the Vision. This creates a clear line of sight from daily work to long-term strategy.
Key Characteristics to Remember
Vision: - Long-term and relatively stable - Inspirational and aspirational - Owned by the Product Owner - Communicates purpose and direction
Product Goal: - Medium-term and achievable - Concrete and measurable - Part of the Product Backlog - Only one active at a time - A commitment for the Scrum Team
Exam Tips: Answering Questions on Vision and Product Goal Relationship
1. Remember the hierarchy: Vision is broader and longer-term; Product Goals are specific steps toward that Vision. If a question asks about prioritizing between them, the Vision provides context for setting Product Goals.
2. One Product Goal at a time: The Scrum Guide specifies only one Product Goal exists at any moment. Watch for answer options suggesting multiple simultaneous Product Goals.
3. Product Owner accountability: The Product Owner is accountable for developing and communicating both the Vision and Product Goal. Questions about ownership should point to the Product Owner.
4. Product Goal is in the Product Backlog: Remember that the Product Goal is part of the Product Backlog, not a separate artifact.
5. Look for alignment language: Correct answers often emphasize how Product Goals should align with, support, or contribute to the Vision.
6. Avoid rigid interpretations: The Vision should inspire and guide, not restrict. Product Goals can evolve as learning occurs.
7. Stakeholder communication: Both Vision and Product Goals are tools for transparency and alignment. The Product Owner uses them to communicate direction.
8. Beware of answer choices suggesting the Vision changes frequently - this is typically incorrect as Vision should remain stable while Product Goals adapt more readily.
9. Connect to value delivery: Both concepts exist to maximize value. Answers emphasizing value creation and customer outcomes are often correct.
10. Practical application: When facing scenario-based questions, ask yourself: Does this action help move toward the Vision through meaningful Product Goals?