The Scrum Guide released in November 2020 states that u003cemu003eu003cspan style=u0022color:#175dbdu0022 class=u0022has-inline-coloru0022u003e“the product goal describes a future state of the product … [It] is the long-term objective for the Scrum team.” u003c/spanu003eu003cspan class=u0022has-inline-color has-black-coloru0022u003eIt also suggests that u003c/spanu003eu003cspan style=u0022color:#175dbdu0022 class=u0022has-inline-coloru0022u003e“the product goal is in the product backlog. The rest of the product backlog emerges to define ‘what’ will fulfil the product goal.”u003c/spanu003e The product owner is accountable for u003c/emu003eu003cspan style=u0022color:#175dbdu0022 class=u0022has-inline-coloru0022u003eu003cemu003e“developing and explicitly communicating the product goal.u003c/emu003e”u003c/spanu003e The entire Scrum team is u003cemu003eu003cspan style=u0022color:#175dbdu0022 class=u0022has-inline-coloru0022u003e“focused on one … product goal”u003c/spanu003eu003c/emu003e at a time.u003cbr/u003eu003cbr/u003eScrum is a guiding framework meant to facilitate the development of complex products. However, it does not dictate how the practices should be applied. And for this very reason,  product goals have been interpreted in many a way viz. product vision, product’s value proposition, etc. I recommend that product goals be nothing but an outcome that the product must create for its users. Sample goal might be user acquisition, improved conversion, greater revenue or reduction of Tech-Debt. Aside from this, it is also an opportunity to look at how combining OKRs with SCRUM u0026amp; EMB can begin here.