A Sprint Goal is a brief explanation of what the team plans to achieve during a Sprint. It is a tangible goal written together by the Development Team and Product Owner and is time-bound to the duration of the Sprint.$^1$
In other words, Sprint Goals clarify the team’s purpose during a specific time increment (sprint).
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The Sprint Goal also creates coherence and focus, encouraging the Scrum Team to work together rather than on separate initiatives.$^2$
Specific - When setting a goal, be clear about what you want to accomplish. Think about this as the mission statement for your goal. This isn’t a detailed list of how you’re going to meet a goal, but it should include an answer to the popular ‘w’ questions.
For example, if you say “improve website performance,” that’s not very specific. This could be better stated as “increase DBE’s home-page load speed by 50%.”
Measurable - What metrics will you use to determine if you meet the goal? Measurements and metrics make a goal more tangible because it provides a way to measure progress. People like to visualize progress made- it’s the whole “warm-n-fuzzy” thing. If it’s a project that will take a few months to complete, then set some milestones by considering specific tasks. Milestones are a series of steps along the way that, when added up, will result in the completion of your main goal.
Achievable - Your Sprint Goal should be ambitious but achievable. Make sure your goals are realistic based on the time and resources available. Remember, the goal is meant to inspire motivation, not discouragement.
Don’t necessarily try to fit all Product Backlog items into one sprint. If the goal is too big, you may need to break it into smaller goals for separate Sprints.
Relevant - How does the Sprint Goal connect to your business goals? Make sure your goals are relevant to your broader mission and demonstrate the value you’re trying to achieve for your business or customers.
For example, if the goal is to launch a new program or service, it should align with the overall company or department objectives. Your team may be able to launch a new program, but if your organization doesn’t have the new program as a priority, then the goal wouldn’t be relevant.
Time-bound - Anyone can set goals, but if it lacks realistic timing, you will not succeed. Providing a target date for deliverables is imperative. Set a deadline for delivery and plan and prioritize the Sprint Backlog accordingly. Goals with a clear timeline are easier to achieve and ensure everyone is working on pace and target.
Halftime: If the goal will take three months to complete, defining what should be achieved halfway through the process is beneficial. Providing time constraints also creates a sense of urgency.
You can read more about SMART Goals, at length, in this PDF from the University of California.
Agility, or rather, being Agile (or agile), is to adapt to change. To that end, your goals can (and they will) change. Use the Sprint Goals as a loose path for decision-making rather than holding your team to a narrow set of tasks.