Master the Product Goal Canvas to Align Strategy, Teams, and Stakeholders around Outcomes that Matter
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.
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.
Course Content
- Why Product Goals Matter –> 5 lectures • 5min.
- Overview of the Product Goal Canvas –> 10 lectures • 12min.
- What is the Vision? –> 5 lectures • 6min.
- Writing your Vision using the Working Backwards Approach –> 6 lectures • 8min.
- What Makes a Good Product Goal –> 5 lectures • 5min.
- Step by Step – Crafting the Product Goal –> 5 lectures • 4min.
- The Power of the Narrative –> 5 lectures • 7min.
- Collaborative Tips and Example Narratives –> 4 lectures • 3min.
- Valuable Outcomes and Measures –> 4 lectures • 3min.
- Using Metrics Effectively –> 6 lectures • 5min.
- Who are the Stakeholders? –> 4 lectures • 6min.
- Collaborative Stakeholder Mapping Exercise –> 5 lectures • 9min.
- The Importance of identifying Risks –> 4 lectures • 4min.
- Practical Risk Management –> 5 lectures • 5min.
- Defining the Scrum Team & Aligning the Team Around the Product Goal –> 5 lectures • 4min.
- Example Case Study – Filling Out the Product Goal Canvas –> 2 lectures • 11min.
- Running a Product Goal Workshop –> 10 lectures • 13min.
- Sharing the Product Goal with the Team and Stakeholders –> 5 lectures • 5min.
- Keeping the Product Goal Alive –> 5 lectures • 4min.
Requirements
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 Scrum
- How to use the Product Goal Canvas to create clarity and focus
- How to write compelling narratives that drive engagement
- How to define valuable outcomes and actionable measures
- How to map stakeholders, identify risks, and align your team
- How to run a Product Goal Canvas workshop with confidence
By 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.