What Is a Better Approach to Product Goals?
A more effective approach is combining revenue with customer outcomes—or even setting purely customer-oriented goals. Research shows that delivering customer outcomes drives revenue growth.
Quote
In order to increase our customers feeling of being safe and their data are protected by X %, we need to deliver [solution]. In that way, we can increase the number of recommendations by X % and X % of retention, so revenue will increase by X %
By linking output, outcome, and impact, the impact map supports crafting product goals that account for both customer outcomes and business impacts.
Works Consulted
In addition to any sources cited above, the following works informed my thinking:(1)
1.
Firlit M. Is Revenue a Good Product Goal [Internet]. scrum.org; [cited 2025 Sep 3]. Available from: https://www.scrum.org/resources/blog/revenue-good-product-goal