Why Are Product Goals Derived from the Business Model?
A good Product Goal aligns with the company’s business model and strategy. By analyzing the model, teams can identify which user behaviors (e.g., conversion rate, churn, subscription rate) most directly influence financial results.
Earlier Scrum Guides referred to a Product Vision, with the Product Goal serving as a stepping stone toward it. The business model can provide a strong foundation for that vision.
Metaphor
Chasing Product Goals without the business model is like filming random scenes without a script. You end up with footage, but not a coherent story.
The business model acts as the script, guiding which goals add up to a meaningful narrative.
Works Consulted
In addition to any sources cited above, the following works informed my thinking:(1)
1.
Flossmann S. Strategic Product Goals: A Guide to Achieving Measurable Results with Your Product [Internet]. scrum.org; [cited 2025 Sep 1]. Available from: https://www.scrum.org/resources/blog/strategic-product-goals-guide-achieving-measurable-results-your-product