from deliverables to objectives



Stage 2

Agile IQ® Level






When teams first use frameworks like Scrum it is typically in a project environment. This legacy tends to focus teams and the Product Owner on being “order takers” for “deliverables” instead of understanding the context, its problems, and what solutions might be needed. 

For great teams, a challenge as they mature, is how to think about objectives and measuring the impact of their solutions.

What are objectives?

Objectives are intermediate goals that provide a stepping stone toward the product goal: our long term strategic goal. It typically takes a few Sprints to achieve an objective.

Objectives are measurable and valuable

The value of objectives is measured by the framework Evidence Based Management (EBM). In essence, these are Agile OKRs. Value metrics or key result areas include:

  • Market share.
  • Revenue per employee.
  • Product cost ratio.
  • Customer satisfaction.
  • Product usage.
  • Employee satisfaction.
  • Throughput.


Product Owners should focus discussions that start out as requirements or deliverables on the following:

  • What current metrics tell us that the “requirement” is needed and valued?
  • What value will it bring to customers? How do we know?
  • If customers don’t get it, or they have to wait, what is the impact of its delay?
  • What problem or issue are we trying to solve with these “requirements”?
  • What potential solutions, technical or otherwise, will also likely solve the problem?
  • What are executive willing to invest in this area?
  • What EBM measure will tell us our solution is having the desired effect?

Elevate the discussion to value

Great Product Owners quickly guide a discussion to WHY and not WHAT. This enables the team to be flexible in delivery and even pivot if their solution isn't impacting the desired metrics.

References (2022) What to do if the team cannot finish all the items before the Sprint? Online at: (2020) Evidence Based Management Guide. Measuring value to enable improvement and agility. Online at:

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