The Product Goal Canvas

Master the Product Goal Canvas to Align Strategy, Teams, and Stakeholders around Outcomes that Matter

What you'll learn

Understand the Role and Importance of a Product Goal

Learn to Use the Product Goal Canvas Effectively

Develop a Clear and Actionable Product Goal

Craft a Compelling Product Narrative

Identify and Define Meaningful Outcomes and Metrics

Map Stakeholders and Understand Their Influence

Identify and Manage Product Risks

Define and Align the Scrum Team Around the Product Goal

Facilitate Collaborative Product Goal Canvas Workshops

Keep the Product Goal Alive

Requirements

Some Scrum basics are helpful but not needed.

Description

Do you struggle to align your Scrum Team and stakeholders around a meaningful product direction? Are your backlog items disconnected from real business value? Then this course is for you.The Product Goal Canvas is a practical, visual tool that helps you define, align, and communicate clear product goals that actually drive outcomes. Created by Ralph Jocham—ScrumOrg trainer, co-author of The Professional Product Owner, and contributor to the 2020 Scrum Guide—this workshop gives you everything you need to master goal-driven product development.In this step-by-step course, you’ll learn:What a Product Goal is and why it matters in ScrumHow to use the Product Goal Canvas to create clarity and focusHow to write compelling narratives that drive engagementHow to define valuable outcomes and actionable measuresHow to map stakeholders, identify risks, and align your teamHow to run a Product Goal Canvas workshop with confidenceBy the end, you’ll walk away with a fully completed canvas for your product—or the skills to facilitate one with your team.Whether you’re a Product Owner, Scrum Master, agile coach, or product leader, this course will help you turn vague direction into shared commitment and measurable progress.Let’s build the right product—at the right time—with clarity, purpose, and agility.

Overview

Section 1: Why Product Goals Matter

Lecture 1 What is a Product Goal?

Lecture 2 The Role of the Product Goal in Scrum

Lecture 3 Common Challenges Without a Clear Product Goal

Lecture 4 Common Wins With a Clear Product Goal

Lecture 5 Closing

Section 2: Overview of the Product Goal Canvas

Lecture 6 Opening

Lecture 7 Flow of the Product Goal Canvas

Lecture 8 Product Vision

Lecture 9 Product Goal

Lecture 10 Description (Product Goal Narrative)

Lecture 11 Valuable Outcome and Measures

Lecture 12 Stakeholders

Lecture 13 Risks

Lecture 14 Scrum Team

Lecture 15 Closing

Section 3: What is the Vision?

Lecture 16 Opening

Lecture 17 Exploring the Bigger Picture

Lecture 18 Key Considerations for a Compelling Vision

Lecture 19 Connecting Vision to Strategy

Lecture 20 Closing

Section 4: Writing your Vision using the Working Backwards Approach

Lecture 21 Opening

Lecture 22 Introduction to the Working Backwards Approach

Lecture 23 Crafting the Press Release

Lecture 24 Developing Customer FAQs

Lecture 25 Defining Success Criteria

Lecture 26 Closing

Section 5: What Makes a Good Product Goal

Lecture 27 Opening

Lecture 28 What is a Product Goal?

Lecture 29 Characteristics of a Good Product Goal

Lecture 30 Common Mistakes to Avoid

Lecture 31 Closing

Section 6: Step by Step - Crafting the Product Goal

Lecture 32 Opening

Lecture 33 What Makes a Good Product Goal

Lecture 34 Additional Examples of Good Product Goals

Lecture 35 Your Turn - Practical Exercise

Lecture 36 Closing

Section 7: The Power of the Narrative

Lecture 37 Opening

Lecture 38 Why Storytelling is Crucial for Product Goals

Lecture 39 The Framework for Writing a Narrative

Lecture 40 Why this Approach Works

Lecture 41 Closing

Section 8: Collaborative Tips and Example Narratives

Lecture 42 Opening

Lecture 43 Collaborative Tips for Crafting Narratives

Lecture 44 Example Narratives

Lecture 45 Closing

Section 9: Valuable Outcomes and Measures

Lecture 46 Opening

Lecture 47 Defining Valuables Outcomes

Lecture 48 Bringing the Future to Life

Lecture 49 Closing

Section 10: Using Metrics Effectively

Lecture 50 Opening

Lecture 51 The Role of Measures

Lecture 52 Market/User Metrics

Lecture 53 Internal Capabilities Metrics

Lecture 54 Tips for Tracking Metrics

Lecture 55 Closing

Section 11: Who are the Stakeholders?

Lecture 56 Who are Stakeholders

Lecture 57 How to Identify Key Stakeholders

Lecture 58 Common Challenges and Tips

Lecture 59 Closing

Section 12: Collaborative Stakeholder Mapping Exercise

Lecture 60 Opening

Lecture 61 Stakeholder Matrix

Lecture 62 Stakeholder Personas

Lecture 63 Stakeholder Alignment Workshop

Lecture 64 Closing

Section 13: The Importance of identifying Risks

Lecture 65 Opening

Lecture 66 Why Identifying Risks Matters

Lecture 67 Types of Risks

Lecture 68 Documenting Risks for Transperency

Section 14: Practical Risk Management

Lecture 69 Opening

Lecture 70 Prioritizing Risks Using a Risk Matrix

Lecture 71 Risk Mitigation Strategies

Lecture 72 Integrating Risk Management into Development

Lecture 73 Closing

Section 15: Defining the Scrum Team & Aligning the Team Around the Product Goal

Lecture 74 Opening

Lecture 75 The Three Accountabilities

Lecture 76 One Product, One Product Owner

Lecture 77 Building a Stable Cross-Functional Team

Lecture 78 Closing

Section 16: Example Case Study - Filling Out the Product Goal Canvas

Lecture 79 Opening

Lecture 80 Product Goal Canvas Complete

Section 17: Running a Product Goal Workshop

Lecture 81 Opening

Lecture 82 Step 1 - Alignment through Vision

Lecture 83 Step 2 - Shared Understanding through Storytelling

Lecture 84 Step 3 - The Product Goal as one sentence

Lecture 85 Step 4 - The Product Goal Narrative

Lecture 86 Step 5 - Define the Outcome and Measures

Lecture 87 Step 6 - Stakeholders

Lecture 88 Step 7 - Risks

Lecture 89 Step 8 - Identifying the dedicated Scrum Team

Lecture 90 Closing

Section 18: Sharing the Product Goal with the Team and Stakeholders

Lecture 91 Opening

Lecture 92 Why Effective Communication is Critical

Lecture 93 Techniques for Presenting Your Product

Lecture 94 Common Mistakes to Avoid

Lecture 95 Closing

Section 19: Keeping the Product Goal Alive

Lecture 96 Opening

Lecture 97 Why the Product Goal is a Living Document

Lecture 98 Integrating the Product Goal into Scrum Events

Lecture 99 When and How to Adjust the Product Goal

Lecture 100 Closing

Product Owner,Product Manager,Agile Coaches,Project Managers,Web Designers,Graphic Designers,Entrepreneurs,Solopreneur