Maximizing Value for Your Customers, Users, and Organization as a Product Owner
Embarking on a journey as a Product Owner is a demanding and rewarding endeavor. As you step into this accountability, you'll find yourself balancing vision, value, and validation - a position that maximizes the value of the product by working collaboratively with the rest of the Scrum Team and an array of stakeholders.
Effective Product Owners are focused, decisive, humble, and clear communicators. They focus on the big picture and need to develop an array of skills to support them in their product decisions and in competent Product Ownership.
These core tenets of the Product Owner Accountability are addressed in the following collection of learning series, blogs, articles and videos that contain practical ideas, tips, and activities with step-by-step guidelines that you can try immediately.
Bookmark or save and return to those resources often; you can find your saved resources in your Scrum.org profile under Saved Content.
A Product Owner is the member of the Scrum Team that is accountable for maximizing the value of the product resulting from the work of the Scrum Team. Learn more about what that means and a few of the common myths about Product Owners.
This learning series highlights 9 ways a Product Owner can boost their effectiveness.
Developing Product Ownership Competency
Product Ownership requires a distinct set of capabilities and skills. Product Ownership does not tie into any specific person, role, function or accountability but describes what needs to be done from a Product Ownership perspective when developing products. The Scrum framework describes a Product Owner as a set of accountabilities that a person fulfills. In which case, Product Ownership resides with the Product Owner.
The Scrum framework describes a Product Owner as a set of accountabilities that a person fulfill. Successful Product Ownership requires a distinct set of capabilities and skills with a deep understanding of Agile Product Management.
Product Ownership requires a distinct set of capabilities and skills. These skills and capabilities are described here. Please note that we are describing Product Ownership here, meaning it does not tie into any specific person, role, function or accountability.
This learning series illustrates what needs to be done from the Product Ownership perspective when developing products. The Scrum framework describes a Product Owner as a set of accountabilities that a person can take up. In which ca...
Join host Dave West in a conversation with Professional Scrum Trainer Ralph Jocham as they chat about the challenges and strategies of Product Ownership. (30:34 Minutes)
Engage with Vision
Product development is a team sport. Teams perform when they do meaningful work, and when they are learning. The type of leadership exerted in Product Ownership plays a key role in unlocking the creative potential of teams and stakeholders through vision, clarity, and fostering a growth environment.
Business strategy is informed by the company’s mission and vision, and in turn informs individual product visions. An organization inspects and adapts its business strategy based on feedback gathered from delivering product Increments.
A product is a vehicle for delivering value, meaning valuable outcomes, to customers.Outcomes are experiences that help the customer to achieve, or at least make progress toward, a goal that they value.The word "product" encompasses a broad range of solutions that organizations can use to deliver va...
A product roadmap is a visual aid technique that a Scrum Team can use to share and discuss what is upcoming for the product at a high-level.
By understanding its customers and users, a Scrum Team can identify opportunities, be more innovative and create products that people need and use. Here are different techniques ways to do this.
This pieces describes the relationship between business strategy, goals, Evidence-Based Management, and experimentation.
Customer outcomes are the results that customers and users experience when they use a product. This piece describes the characteristics of customer outcomes as well as how to define them.
Lead to Value
Contextual awareness is crucial in a complex environment. Thriving in it means both understanding your context, aligning with it, influencing it and being able to operate in it. Leading to value is both about discovering unrealized value, and influencing your context to be able to create value.
Product development is essentially about the decisions you make. To increase the rate of innovation and learning, speed of decision making is a strongly limiting factor. With too little context (such as unclear vision & direction, slow and poor access to customers/users, collaboration with other teams or contributors) decision making suffers.
Scrum encourages frequent collaboration with stakeholders, and customers in particular. Understanding how to identify and learn about the challenges that key stakeholders face will help the Scrum Team better deliver the value they are seeking.
The objective of a Scrum Team is to deliver value to customers and stakeholders. Product Value actively drives customer satisfaction, loyalty, brand reputation, and the longevity of a business by providing customers with benefits that satisfy their needs.
Understanding a product’s revenue and cost is key to creating and executing on a product’s strategy as well as determining its value.
This learning series discusses the importance of developing and delivering valuable product Increments in order to improve the outcomes that its users and customers experience. Scrum Teams deliver product Increments and measure the results to understand what customers want or need.
Scrum Teams deliver value to customers in product Increments. Product stability is vital as each Increment builds on the last.
Knowing your competition and the dynamics of your competitive landscape are essential to help your organization thrive. This content includes different models to understand the competitive landscape and tips on how to act on that information to build a competitive advantage. This information is vital for effective product management.
Scrum Teams are accountable for delivering valuable products that meet their customers' needs. How a product is marketed, priced and positioned is intrinsically linked to the overall customer experience as well as an organization’s product and market strategy. Aligning on pricing strategy is an asp...
What is Market Share?Market share is the portion of a market controlled by a particular company or product.* It is calculated by dividing the company's total sales or revenue by the industry’s total sales or revenue over a specific period of time. Sometimes, market share is calculated by dividing t...
Hypothesis-driven development offers a structured approach to problem-solving and innovation while minimizing risks, enabling evidence-based decisions, and fostering experimentation. This series includes the benefits of a hypothesis-drive approach for Scrum Teams and product delivery as well as templates and examples of different hypothesis formats.
Evolve with Validation
Product Ownership doesn't use data to judge, but makes quantitative and qualitative data a powerful ally in making decisions on what bets to make. Discovery and validation is used to iteratively find out what is needed, wanted, what works and doesn't work.
Product Backlog Management is the act of adjusting and ordering items on the Product Backlog so that the Scrum Team can deliver the most valuable product possible. This learning series explores Product Backlog Management.
Scrum Team can use forecasting and release planning as a guide for delivering a product through small incremental and frequent releases rather than big bang product launches.
This pieces describes the stages of the product lifecycle and how a Product Owner should consider adjust their product strategy accordingly.
Product metrics help assess the customer and business value a product delivers. They provide insights from the perspective of users and the market.
This activity is designed to help you understand how value is currently measured for your product. It’s also a good activity to improve your current approach to measuring value. It can be facilitated as a workshop for Scrum Teams working on a product or product portfolio together and may include int...
Scrum Teams use feedback as a compass to improve and innovate their product. Here are 5 strategies to help teams gather better feedback.
This video highlights the importance of integrating product discovery and validation into Scrum to test assumptions and gather valuable customer feedback. (3:35 Minutes)
