Many products in our lives today are the result of the visions put forward by organizations.
A company has the vision of producing the best computer in the world and can achieve this with the products it produces. Another company has the vision of serving hot meals to its customers within 10 minutes, and it comes to a level that can offer this opportunity with the restaurant network it has created. Another aims to build the world's highest safety car, and can devote all its resources to specializing and producing products.
In this framework, the product that an organization tries to develop is shaped according to the vision of the company. The vision is the ambitious goal for that organization. Not every company has to set ambitious targets around the world. Of course, a company that develops products for the domestic market can also define ambitious targets for itself.
When the top management of the organization defines a vision, intermediate targets are determined to produce the product that will serve this vision. For example, let's imagine that we are going to land a manned spacecraft on the moon for the first time. We describe this as an ambitious goal. We can't put people on the first rockets we prepared and send them. First, we need to dispatch the drones and make sure that the returning parts return without any problems. Once we are sure of this, we need to send the animals as guinea pigs and make sure they come back intact. During all these phases, the project team also acquires a lot of new information and improves the product by correcting any errors. Sending a manned vehicle should be seen as the last step. Thus, we must ensure that risks and uncertainties are almost completely eliminated.
In the Scrum approach, things are interestingly similar to the example above.
When creating a product, it is necessary to set a product goal in line with the vision. Although the Scrum Guide does not mention a vision, the vision is usually defined within the framework of companies' strategic goals.
The product goal represents a long-term goal. A project team has only one product goal to focus on. Thus, it will be possible to direct the common energy towards a single goal.
Every sprint goal achieved and every increment delivered is a step towards reaching the product goal. Everyone involved in Scrum should understand that the work done is related to meeting the sprint goal, product goal, and broader product vision.