Is Revenue a Good Product Goal?
The answer is both yes and no. While revenue goals are measurable, focusing solely on them is shallow and risks ignoring customers. Long-term effectiveness comes from combining customer outcomes with business metrics like revenue.
Metaphor
Making revenue the whole Product Goal is like steering a car by watching only the gas gauge. You’ll know when you’re running out, but not if you’re heading in the right direction.
Balancing customer outcomes with revenue keeps both direction and fuel in check.
The impact map is a tool for proactively connecting customer outcomes to 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