How Does Customer Orientation Improve Product Goals?
Customer-oriented goals increase team engagement and lead to better results. Teams that understand what customers want and need are more motivated and effective.
This stands in opposition to the common pattern of teams driven exclusively by revenue goals.
Metaphor
Setting Product Goals with a customer orientation is like giving a band a live audience instead of asking them to play in an empty room. With listeners reacting, the music has energy and purpose, and the performers feed off that connection.
In the same way, customer-oriented Product Goals give teams clarity and motivation, ensuring their work resonates and delivers meaningful results.
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