Practical Product Management for Product Owners Creating Winning Products with the Professional Product Owner Stances

Master Agile Product Owner Behaviors that Lead to Marketplace Winners!

Organizations pour vast resources into building new products and services. Yet too many are poorly conceived, don’t delight (or even satisfy) customers, and fail in the marketplace. The solution is more effective agile product ownership and product management. This book is an expert guide to the behaviors, stances, and practices of world-class agile product development, reflecting deep in-the-trenches experience from world-renowned experts.

Chris Lukassen and Robbin Schuurman introduce powerful tools, ideas, and skills for delivering superior products and services, and for avoiding pitfalls that keep you from seeing what customers really need and want. Learn through a start-to-finish, Scrum-based case study, drawing on concepts the authors created for their breakthrough Scrum.org Professional Scrum Product Owner-Advanced (PSPO-A) training course. This innovative approach has already helped thousands of product owners excel--and it can transform the way you create products.

• Replace negative product owner behaviors with approaches that lead to excellence
• Represent customers more empathetically and effectively
• Connect customers, values, and features more coherently
• Tell better stories, set clearer goals, and create more valuable roadmaps
• Innovate business models, run better experiments, and scale products more successfully
• Make more successful decisions, involve the right people, and rely on better data
• Become a great agile collaborator, across governance, budgeting, contracting, and beyond
• Influence customers, users, stakeholders, and teams to improve your overall effectiveness
• Optimize every organizational role related to product ownership

Product owners, managers, and team leads will find this guide indispensable along with Agile/Scrum coaches, consultants, and executives wanting to generate more value from product management across the organization.

Chris Lukassen has been active in product management for 20+ years, and co-created Scrum.org’s Professional Scrum Product Owner - Advanced course. He currently trains product managers in Scrum, leadership, user experience, and metrics. Robbin Schuurman is a product leader, consultant, Professional Scrum Trainer, and leader of Xebia’s Product Management Academy. He supports organizations in digital, agile, and product transformations; and helps product owners grow customer impact, improve agility, and shorten time-to-learn. Lukassen and Schuurman co-founded The Value Maximizers.

Foreword by Dave West

Introduction

Part I.   The Stances of The Product Owner

1. Agile Product Management
2. Introducing The Product Owner Stances

Part II. The Customer Representative

3. How To Identify and Define ‘Product’
4. Building Customer Empathy
5. Capture Your Customer Insights Via Personas
6. Identifying And Expressing Customer Value
7. Connecting Product Features to Outcomes And Impacts

Part II Summary

Part III. The Visionary

8. Creating And Communicating Product Vision
9. Communicating The Product Vision Effectively
10. Crafting Product Goals That Align Stakeholders and Teams
11. Creating The Right Product Roadmap for Your Audience
12. Identification Of Company Value and Impact
13. Maximizing Value Through Effective Pricing Strategies and Tactics

Part III Summary

Part IV. The Experimenter

14. Driving Inside-Out Product Innovation
15. Driving Outside-In Product Innovation
16. Thinking Differently: Driving Business Model Innovation
17. Selecting Product Experiments to Run
18. How To Design and Evaluate Experiments and Tests
19. Approaches For Scaling Successful Products and Teams

Part IV Summary

Part V.  The Decision Maker

20. Improving Accountability, Maturity, And Authority
21. Evaluating Your Product Decisions
22. How To Make Better Decisions: Thinking in Bets
23. Navigating Product, Process, And Team Dilemmas and Decisions
24. Improving The Speed and Quality Of Decisions

Part V Summary

Part VI. The Collaborator

25. How (Agile) Governance Affects Product Owners
26. Product Budgeting Done in An Agile Way
27. Creating Contracts That Enable Great Product Ownership and Teamwork

Part VI Summary

Part VII. The Influencer

28. Stakeholder Management in Complex Environments
29. Tools For Stakeholder Classification and Grouping
30. Applying Stakeholder Management Strategies and Tactics In Practice
31. How To Influence Stakeholders on All Levels
32. Mastering The Art Of ‘No’ To Optimize Value Creation for The Product
33. Negotiating With Stakeholders, Customers, And Users

Part VII Summary

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The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.