What is Your Product?

To be product-aligned and customer-focused, everyone in your product ecosystem needs to agree on the answer to the question, “What is Your Product?” Many organizations don’t have clarity about how they define a product or products. There is ambiguity and disagreement on the answer, defining the product too narrowly or confusing product with product line or even company with product. Not understanding what “the product” is, can lead to slow response to changing customer and market needs and less than satisfying product outcomes. Misalignment over the definition of the product thwarts efforts to scale agile product development and causes a plethora of organizational and communication woes.

In this presentation, Ellen Gottesdiener CEO EBG Consulting and Dave West CEO Scrum.org share why this question is so vital to the success of your product. They discuss principles for defining products, and approaches they have seen work as companies wrestle with the fundamental question, “What is Your Product?”