Product Goal

"The Product Goal describes a future state of the product which can serve as a target for the Scrum Team to plan against." - Scrum Guide 2020.

Crafted and Communicated by the Product Owner, the Product Goal is the long-term objective, a specific and measurable benefit or outcome a product should create.

The Scrum Team is focused on one product goal at a time. They must fulfill (or abandon) one product goal before taking on the next.