---
title: What is a Product Goal according to Scrum?
description: "The [Product Goal](https://www.thescrummaster.co.uk/glossary/product-goal/) in Scrum is a simple directional statement that outlines an objective and purpose for the work in the [Product Backlog](https://www.thescrummaster.co.uk/glossary/a-scrum-artifact-that-consists-of-an-ordered-list-of-the-work-to-be-done-in-order-to-create-maintain-and-sustain-a-product-managed-by-the-product-owner/). It serves as a motivational, directional, tangible, measurable, and concise goal that guides the team. The [Product…"
url: "https://www.thescrummaster.co.uk/docs/what-is-a-product-goal-according-to-scrum/"
updated: "2024-12-19"
category: Commitments / Product Goal
---

# What is a Product Goal according to Scrum?

The [Product Goal](https://www.thescrummaster.co.uk/glossary/product-goal/) in Scrum is a simple directional statement that outlines an objective and purpose for the work in the [Product Backlog](https://www.thescrummaster.co.uk/glossary/a-scrum-artifact-that-consists-of-an-ordered-list-of-the-work-to-be-done-in-order-to-create-maintain-and-sustain-a-product-managed-by-the-product-owner/). It serves as a motivational, directional, tangible, measurable, and concise goal that guides the team. The [Product Goal](https://www.thescrummaster.co.uk/glossary/product-goal/) exists within the [Product Backlog](https://www.thescrummaster.co.uk/glossary/a-scrum-artifact-that-consists-of-an-ordered-list-of-the-work-to-be-done-in-order-to-create-maintain-and-sustain-a-product-managed-by-the-product-owner/) and acts as a long-term objective for the [Scrum Team](https://www.thescrummaster.co.uk/glossary/scrum-team/).

While not every item in the [Product Backlog](https://www.thescrummaster.co.uk/glossary/a-scrum-artifact-that-consists-of-an-ordered-list-of-the-work-to-be-done-in-order-to-create-maintain-and-sustain-a-product-managed-by-the-product-owner/) needs to relate to the current [Product Goal](https://www.thescrummaster.co.uk/glossary/product-goal/), each [Increment](https://www.thescrummaster.co.uk/glossary/increment/) produced should help the product move incrementally towards achieving this goal. Only one [Product Goal](https://www.thescrummaster.co.uk/glossary/product-goal/) can be active at any time, although it may address multiple objectives simultaneously.