What Should Always Be Included in Product Goals?
Customers and their outcomes should be central to every Product Goal. Business objectives, such as revenue, market share, and growth, can be included, but they should prioritize customer delight.
Metaphor
Product Goals are like prescriptions that must treat the illness; otherwise, the whole effort misses the point. The treatment is the customer outcome, while side effects like shinier hair or more energy are the business gains that may show up along the way.
When you keep the cure as the core dose, the business benefits follow naturally.
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