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

Auteur

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.

Texte du rabat

Hone 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.

Contenu

Foreword by Dave West xvii

Introduction xxi

Part I. The Stances of the Product Owner 1

Chapter 1. Agile Product Management 3

Is It Product Owner or Product Manager? 3

What Is Product Management? 4

Working in a Product-Led, Sales-Led, or Marketing-Led Organization 6

What Is a Product Owner? 7

Different Types of Product Owners 9

Chapter 2. Introducing the Product Owner Stances 3

The Misunderstood Stances of a Product Owner 17

The Preferred Stances of a Product Owner 27

Part I Summary 35

Part II. The Customer Representative 37

Chapter 3. How to Identify and Define Product 39

Introducing the Customer Representative 39

What Is a Product? 43

Chapter 4. Building Customer Empathy 49

Talking to Customers 49

Observing Customers 49

Effectively Dealing with Biases When Collaborating with Customers 51

Chapter 5. Capture Your Customer Insights Via Personas 55

User Personas 55

Creating Personas 56

Chapter 6. Identifying and Expressing Customer Value 61

The Functional Elements of Value 63

Emotional Elements of Value 64

Life-Changing Elements of Value 64

Social-Impact Element of Value 65

Chapter 7. Connecting Product Features to Outcomes and Impacts 67

Connecting Goals, Impacts, Outcomes, and Features 68

Part II Summary 73

Part III. The Visionary 77

Chapter 8. Creating and Communicating Product Vision 79

Introducing: The Visionary 79

Connecting the Product Vision to the Company Mission, Vision, and Values 83

A Product Vision Aligned with the Company Mission and Vision 87

Elements of an Inspiring Product Vision 90

Chapter 9. Communicating the Product Vision Effectively 93

The 3x3 Storytelling Framework 95

The Power of Reasoning 99

Make It SEXI 100

Chapter 10. Crafting Product Goals That Align Stakeholders and Teams 103

What Is a Product Goal? 104

Characteristics of Great Product Goals 106

How to Create Product Goals 108

Inspect and Adapt Product Goals 109

Having Multiple Product Goals: Is That an Option? 110

Chapter 11. Creating the Right Product Roadmap for Your Audience 113

Introduction to Product Roadmaps 113

Types of Product Roadmaps 117

Roadmap 1: The Goal-Oriented Roadmap 118

Roadmap 2: The Now-Next-Later Roadmap 120

Roadmap 3: The User Story Map 122

Roadmap 4: The Visual Roadmap 124

Roadmap 5: The Gantt Chart Roadmap 126

Eleven Tips for Roadmap Creation 128

Chapter 12. Identification of Company Value and Impact 131

Understanding Company Value and Impact 131

Expressing Company Impact 137

Key Value Area 1: Current Value 139

Key Value Area 2: Unrealized Value 141

Key Value Area 3: Time to Market 145

Key Value Area 4: Ability to Innovate 147

Chapter 13. Maximizing Value through Effective Pricing Strategies and Tactics 151

Introduction to Product Pricing 151

The Product Pricing Process 153

Part III Summary 165

Part IV. The Experimenter 169

Chapter 14. Driving Inside-Out Product Innovation 171

Introducing: The Experimenter 171

Inside-Out Innovation Sources 175

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