I've always had the same problem. I'd say it's even worse. Suppose I set as a goal that I want to add a hypermegaML module to the production system to increase company profits 1000%. As you say, that only works if it gets into the backlog. BUT how the heck do I know I'll be the one who picks up the requisite tickets? It's a scrum team, we all pick up the next ticket. Work isn't dedicated for one person or another.

So now my teammates bob and Joanna are the ones who executed the hypermegaML module that increased company profits.