Agile Product Management and the Product Owner role
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Agile Product Management and the Product Owner role

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A presentation delivered at ProductCamp Atlanta 5 on September 10, 2011.

A presentation delivered at ProductCamp Atlanta 5 on September 10, 2011.

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  • Customers don’t know what they want!
  • This is more of the “product management” description
  • MVP is less agile, however: “Is the MVP really MVP?”
  • Why not in v1.0? Vision Dilution

Transcript

  • 1. Agile Product Management and the Product Owner Role
    John Peltier
    @johnpeltier
    ProductCampAtlanta
    September 10, 2011
  • 2. Agenda
    I cannot touch on everything!
    • What is Agile Product Management?
    • 3. What does the Product Owner do?
    • 4. Where is the overlap?
    • 5. What are your experiences?
  • About Me
    5 Years in Product Management
    Agile since 2009
    M.S. from Georgia State University
    Pragmatic Marketing Certified
    Veteran of 7(!) ProductCamps
  • 6. What is Agile Product Management?
    My definition:
    Delivering a chargeable product to market*, by soliciting design input about product iterations regularly throughout the development process.
    *necessitates all the business responsibilities that are traditionally known as “Product Management”
  • 7. What does the Product Owner do?
    Development:
    Decomposition of user stories
    Prioritization / grooming of backlog
    Available full time for clarification
    The Market:
    Embodies customer perspective in the “war room”
  • 8. What does the Product Manager do?
    The Market:
    Gathers market input, develops vision
    Executive:
    Competition; product/portfolio strategy
    Marketing:
    Messaging, positioning, segmentation, etc.
    Development:
    Shepherds the construction effort
  • 9. Can these really be the same person?
  • 10. Background: History of Agile
    Custom software development
    Buyer’s representative (“product owner”) actually involved.
    “Product Owner” was the buyer rep with the best Subject Matter understanding, qualified to answer questions and direct the team.
  • 11. Conflict
    Once one leaves the custom software world…
    “Majority of [the] work to deliver products (Revenue) happens outside Engineering.” – Rich Mironov, Enthiosys
  • 12. Conflict
    Simultaneously responsible for [examples]:
    Detail: Field length limits, UX design
    Strategy: Pricing, ROI on feature tradeoffs
  • 13. Types of product releases
  • 14. = Product Manager
    (single product)
    = Product Owner
    (reports to PM)
  • 15. Delegation beyond v1.0
    Market problems / segmentation established
    New feature research < new product research
    Dev-focused Product Owner reports to a Business and Strategy focused Product Manager
  • 16. What do you think?
  • 17. Thank you!
  • 18. Sources of Inspiration
    Saeed Khan, On Product Management
    Rich Mironov, Enthiosys
    Roger Cauvin, Cauvin Inc.