It all depends on the business and business model. For instance, I worked in a classroom app. We had a few goals per quarter but let's just see a couple. For instance, one goal at a certain point was to create all these new lesson types. However, some were clearly more important than others (the ones which were used in almost every lesson was more important than one that's used in a couple. For bigger lesson types there may be more than one issue. For instance, being able to select a single option in a multiple choice lesson can be done before the feature to allow multiple selection and things like that.
Another goal that would frequently appear is paying tech debt. Some changes are also more important than other in that track.
All this work has business value and may be part of the BAU of a established business. I think you're describing a business in a very primordial state. Although, even in startups I've created having a list of things we wanted to do was helpful. We saw our competition we wanted to do better, but we also need to catch up. Lots of things are just obvious and not all the work one does is revolutionary. I don't disagree that changes do occur, though.
Another goal that would frequently appear is paying tech debt. Some changes are also more important than other in that track.
All this work has business value and may be part of the BAU of a established business. I think you're describing a business in a very primordial state. Although, even in startups I've created having a list of things we wanted to do was helpful. We saw our competition we wanted to do better, but we also need to catch up. Lots of things are just obvious and not all the work one does is revolutionary. I don't disagree that changes do occur, though.