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Who is the Product Owner Anyway

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Who is the Product Owner Anyway

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As Agile become mainstream increasingly organizations are looking to double down on the role of the Product Owner encouraging them to manage the intersection between technology and the business. But Product Ownership is a difficult role as it tries to balance the needs of the business with the reality of software delivery. Also, for many organizations there is some ‘confusion’ with existing roles of business analyst, product manager or even project manager. What does the product owner do anyway?

In this talk Dave West, Product Owner and CEO Scrum.org, the home of Scrum and Professional Scrum Trainer with Prowareness Rob van Lanen describe the genesis of the Product Owner role and how many organizations are dealing with the challenges of slotting this key role into existing product, project and release roles. They will introduce some techniques such as user centric design, and hypophysis based development and describe how approaches such as Lean Startup and pragmatic marketing are providing product owners with a tool box to do their job.

Recorded Webinar can be found at :-https://www.scrum.org/resources/who-product-owner-anyway

As Agile become mainstream increasingly organizations are looking to double down on the role of the Product Owner encouraging them to manage the intersection between technology and the business. But Product Ownership is a difficult role as it tries to balance the needs of the business with the reality of software delivery. Also, for many organizations there is some ‘confusion’ with existing roles of business analyst, product manager or even project manager. What does the product owner do anyway?

In this talk Dave West, Product Owner and CEO Scrum.org, the home of Scrum and Professional Scrum Trainer with Prowareness Rob van Lanen describe the genesis of the Product Owner role and how many organizations are dealing with the challenges of slotting this key role into existing product, project and release roles. They will introduce some techniques such as user centric design, and hypophysis based development and describe how approaches such as Lean Startup and pragmatic marketing are providing product owners with a tool box to do their job.

Recorded Webinar can be found at :-https://www.scrum.org/resources/who-product-owner-anyway

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Who is the Product Owner Anyway

  1. 1. © 1993-2017 Scrum.org, All Rights Reserved by Scrum.org – Improving the Profession of Software Delivery Who is the Product Owner Anyway? Dave West CEO / Product Owner Scrum.org Dave.West@scrum.org @Davidjwest Rob van Lanen PST, Prowareness rob@scrum.nl @robvanlanen
  2. 2. © 1993-2017 Scrum.org, All Rights Reserved Improving the profession of software delivery 2
  3. 3. © 1993-2017 Scrum.org, All Rights Reserved 1,380,000+ Open Assessments Taken 100,000+ Professional Scrum Certifications The Home of Scrum 90% Agile Teams Use Scrum 180 Professional Scrum Trainers TaughtPracticed everywhere 73,000+ +12M Using Scrum Daily ONE Scrum Guide 3
  4. 4. © 1993-2017 Scrum.org, All Rights Reserved www.prowareness.nl Office Bangalore (IN) Building 2A-WestTower, EmbassyTechVillage Outer Ring Road, DeverabeesanahalliVillage, Bangalore – 560087, Karnataka, India +91 80 49 08 78 00 www.prowareness.com info@prowareness.com Office Düsseldorf (DE) Stadttor Medienhafen 17. Etage Stadttor 1, 40219 Düsseldorf Germany +49 211 3003 401 www.prowareness.de www.scrum.de info@prowareness.de Office Silicon Valley (US) 530 Lytton Avenue 2nd Floor PaloAlto, California 94301, United States +1650 617 3267 www.prowareness.com info@prowareness.com Headquarters Delft (NL) Brassersplein 1 2612 CT, Delft The Netherlands +31 15 241 18 00 www.prowareness.nl www.scrum.nl info@prowareness.nl
  5. 5. © 1993-2017 Scrum.org, All Rights Reserved Meet the Presenters 5 Dave West Product Owner / CEO Scrum.org Dave.West@scrum.org @DavidJWest Rob van Lanen PST, Prowareness rob@scrum.nl @RobvanLanen
  6. 6. © 1993-2017 Scrum.org, All Rights Reserved Agenda 1. Introducing the Product Owner 2. The challenge of the role 3. Requirements vs Ownership 4. Who plays the role? 5. Making it work, and 7 characteristics of success 6
  7. 7. © 1993-2017 Scrum.org, All Rights Reserved Introducing the Product Owner 7 source: http://dilbert.com/2013-02-25
  8. 8. © 1993-2017 Scrum.org, All Rights Reserved Introducing the Product Owner • The Product Owner is the sole person responsible for managing the Product Backlog. • Product Backlog management includes: • Clearly expressing Product Backlog items; • Ordering the items in the Product Backlog to best achieve goals and missions; • Optimizing the value of the work the Development Team performs; • Ensuring that the Product Backlog is visible, transparent, and clear to all, and shows what the Scrum Team will work on next; and, • Ensuring the Development Team understands items in the Product Backlog to the level needed. • The Product Owner may do the above work, or have the Development Team do it. However, the Product Owner remains accountable. 8
  9. 9. © 1993-2017 Scrum.org, All Rights Reserved 9 Scrum Framework
  10. 10. © 1993-2017 Scrum.org, All Rights Reserved The Product Owner • Maximizing the value of the product and the development team • Sole person responsible for managing the product backlog • Must be empowered to make decisions about the product • No-one else is able to tell the development team what to do ! The what, who, how changes depending on the situation PRODUCT OWNER 10
  11. 11. © 1993-2017 Scrum.org, All Rights Reserved The Benevolent Dictator 11
  12. 12. © 1993-2017 Scrum.org, All Rights Reserved So, What is the ProblemThen…? The Growing Product Company • As organizations grow specialism of activity challenges ownership and responsibility • Outbound vs inbound becomes problematic • Product becomes so complex that no one knows what it does • Fear replaces optimism as you have something to lose IT Adopting Agility • Many roles exist to support water- fall including BA, Project Manager • Products exist on the business but not in IT • Agile being driven by IT • Process has replaced responsibility and ownership • The PMO  12
  13. 13. © 1993-2017 Scrum.org, All Rights Reserved AndYou Have to Answer Questions Like… 13 How much is it going to cost? What are we going to get? When is it going to be ready?
  14. 14. © 1993-2017 Scrum.org, All Rights Reserved The “Ownership Dilemma” Market Sensing • Interviews • Validation • Competition • Win/Loss • Secondary Research Inbound • Business Case • Numbers • Strategy • Portfolio Fit • Roadmap • Positioning Planning • User Personas • Goals/Themes • Epics • Requirements • Prioritization • Acceptance Tests • Release/Sprint Planning • Demo Validation Outbound • Go to Market • Launch • Though Leadership • Collateral & Tools • Ongoing Support ? How Many Products?How Many Roles? 14
  15. 15. © 1993-2017 Scrum.org, All Rights Reserved 15 “The enemy is in front of us, the enemy is behind us, the enemy is to the right and to the left of us.They can't get away this time!” - General Douglas MacArthur
  16. 16. © 1993-2017 Scrum.org, All Rights Reserved Requirements vs Ownership 16
  17. 17. © 1993-2017 Scrum.org, All Rights Reserved Agile Does Not Remove the Need to do Requirements 17 Requirements 15% of effort, 16 – 24% of duration Testing 31% of effort, 20 – 32% of duration Agile is NOT magic, you still need to do the work The ScrumTeam (includes the PO)
  18. 18. © 1993-2017 Scrum.org, All Rights Reserved 18 Outcome based backlog items, with clear measures of success, are key
  19. 19. © 1993-2017 Scrum.org, All Rights Reserved Managing the Backlog, Not Doing Everything In It! 19 PRODUCT OWNER Sole person responsible for managing the product backlog
  20. 20. © 1993-2017 Scrum.org, All Rights Reserved Owning the ProductVision 20 0-6 Months 6-12 Months 12+ Months Future Requirement Requirement Requirement Requirement Requirement Requirement Requirement Requirement Requirement Requirement Requirement Sprint 1 Sprint 2+3 Sprint 4-… Idea Idea Idea If nothing changes, then… • Setting true north for the team • Plans evolve over time • Clarity come from work • Will change ever sprint • Refinement is crucial for reviewing the backlog
  21. 21. © 1993-2017 Scrum.org, All Rights Reserved And in more complex situations with more ‘stuff’ going on is more of a leader and less of a doer ! Decisions PRODUCT OWNER Development Team SMEs Stakeholders Stuff 21
  22. 22. © 1993-2017 Scrum.org, All Rights Reserved Leading is Not Easy • The backlog is the primary vehicle for driving work • Requirements is a team task • Managing stakeholders, compromise and balance • Providing a vision that communicates intent and value • And refresh the vision frequently 22
  23. 23. © 1993-2017 Scrum.org, All Rights Reserved Who plays the role ? 23© 1993-2017 Scrum.org, All Rights Reserved
  24. 24. © 1993-2017 Scrum.org, All Rights Reserved Where DoesThis Person Come From? = Project Manager PRODUCT OWNER Business Analyst Product Manager Relationship Manager 24
  25. 25. © 1993-2017 Scrum.org, All Rights Reserved Product Owner Skills 1. Visionary 2. Decisive 3. Communicative 25 An ideal Product Owner is empowered, has business knowledge, and is technologically savvy. *Warning* Each situation is different, so not possible to make fast rules.This is illustrative of the decision you will make.
  26. 26. © 1993-2017 Scrum.org, All Rights Reserved The PO’sTwo Commandments… Empowered to make decisions about the product Available to the team to answer questions
  27. 27. © 1993-2017 Scrum.org, All Rights Reserved Making it Work 27
  28. 28. © 1993-2017 Scrum.org, All Rights Reserved Being the Mini CEO THE BIGGER PICTURE PRODUCT OWNER MATURITY CompanyVision Business Strategy ProductVision Product Strategy Release Plan Sprint Plan Daily Plan DevelopmentProductOwner Management Scribe Proxy Business Representative Sponsor Entrepreneur ExpectedBenefits Maturity 28
  29. 29. © 1993-2017 Scrum.org, All Rights Reserved 7 Habits of Highly Successful Product Owners http://www.scrumcrazy.com/The+New+New+Product+Owner 29
  30. 30. © 1993-2017 Scrum.org, All Rights Reserved Summary Not responsible for… Responsible for… Who does it? Anyone can do it but… Writing all tests Creating all requirements Knowing everything about everything Delivering value Managing trade-offs Leading the delivery of a valuable product Visionary Decisive Communicative Empowered Available 30
  31. 31. © 1993-2017 Scrum.org, All Rights Reserved ScrumValues • COURAGE we admit we do not know everything • FOCUS on what is the most important • COMMITMENT dedicated to delivering working software • RESPECT cross-functioning, self-organizing team • OPENNESS frequently inspecting through delivering 31 “Scrum Values” Illustration © 1993-2016 Scrum.org All Rights Reserved
  32. 32. © 1993-2017 Scrum.org, All Rights Reserved Thank You 32
  33. 33. © 1993-2017 Scrum.org, All Rights Reserved Connect with the Scrum.org community Twitter @scrumdotorg LinkedIn LinkedIn.com /company/Scrum.org Facebook Facebook.com /Scrum.org Forums Scrum.org /Community RSS Scrum.org/RSS 33

Editor's Notes

  • DW
  • New
    Through 3/31/2017
    PSD I 3694 passed of 4963 taken
    PSM I 89244 passed of 123445 taken
    PSM2 739 passed of 1366 taken
    PSM3 429 passed of 689 taken
    PSPO I 14150 passed of 18580 taken
    PSPO II 111 passed of 143 taken
    SPS 587 passed of 733 taken
    Opens 1385056 taken

    Through 12/31/2016:
    PSD I 3413 passed of 4640 taken
    PSM I 80197 passed of 111621 taken
    PSM2 637 passed of 1154 taken
    PSM3 412 passed of 662 taken
    PSPO I 12159 passed of 15946 taken
    PSPO II 102 passed of 132 taken
    SPS 501 passed of 620 taken
    Opens 1222857 taken


    Through 11/30/2016:
    PSD I 3318 passed of 4525 taken
    PSM I 77027 passed of 107529 taken
    PSM2 588 passed of 1072 taken
    PSM3 406 passed of 653 taken
    PSPO I 11470 passed of 15022 taken
    PSPO II 100 passed of 130 taken
    SPS 441 passed of 550 taken
    Opens 1,172,699 taken

    Through 10/31/2016:
    PSD I 3,229 passed of 4,420 taken
    PSM I 74,335 passed of 103,967 taken
    PSM2 559 passed of 1,009 taken
    PSM3 400 passed of 645 taken
    PSPO I 10,962 passed of 14,313 taken
    PSPO II 99 passed of 126 taken
    SPS 418 passed of 520 taken
    Opens 1,123,496 taken

    Through 9/30/2016:
    PSD I 3107 passed of 4283 taken
    PSM I 71924 passed of 100,383 taken
    PSM2 536 passed of 945 taken
    PSM3 395 passed of 639 taken
    PSPO I 10433 passed of 13579 taken
    PSPO II 97 passed of 124 taken
    SPS 392 passed of 492 taken
    Opens 1075036 taken

    Fudging some of the numbers above to be rounder, because by the time this is presented to anyone, those PSM I, PSD I, and PSPO I numbers will have been hit.
    Through 8/31/2016:
    PSD I: 2,990 passed of 4,147 taken
    PSM I: 69,727 passed of 97,299 taken
    PSM II: 510 passed of 880 taken
    PSM III: 389 passed of 632 taken
    PSPO I: 9,971 passed of 12,978 taken
    PSPO II: 95 passed of 122 taken
    SPS: 377 passed of 475 taken
    Opens: 1,030,112 taken

    Through 7/31/2016:
    PSD I: 2,909 passed of 4046 taken
    PSM I: 67,714 passed of 94,644 taken
    PSM II: 475 passed of 803 taken
    PSM III: 381 passed of 623 taken
    PSPO I: 9,622 passed of 12,530 taken
    PSPO II: 94 passed of 121 taken
    SPS: 357 passed of 453 taken
    Opens: 988,843 taken

    Through 6/30:
    PSD I: 2,797 passed of 3,902 taken
    PSM I: 65,428 passed of 91,590 taken
    PSM II: 3636 passed of 596 taken
    PSPO I: 9,182 passed of 12,014 taken
    PSPO II: 92 passed of 119 taken
    PSP: 85 passed of 161 taken
    SPS: 323 passed of 408 taken
    Opens: 951,185 taken (963,891 as of 7/11/16)

    Through 5/31:
    PSD I: 2,697 passed of 3,775 taken
    PSM I: 63,195 passed of 88,621 taken
    PSM II: 359 passed of 588 taken
    PSPO I: 8,713 passed of 11,466 taken
    PSPO II: 89 passed of 114 taken
    PSP: 83 passed of 159 taken
    SPS: 303 passed of 384 taken
    Opens: 917,510 taken

    90% - Forrester research data https://www.forrester.com/How+Can+You+Scale+Your+Agile+Adoption/fulltext/-/E-res110444#AST962998 2013

  • DW
  • DW
  • Maybe use Rob’s slide… here the framework..

    Rob…
  • DW
  • DW – ask… Rob…
  • DW – ask Rob…
  • Rob.. Bring in the pain..
  • DW
  • DW – No one loves you… The mother inlaw…
  • DW
  • DW..

    Remember waterfall ?
    Requirements 15% of effort, 16-24% of duration
    Testing 31% of effort, 20-32% of duration
    This work still exists, but who does it ?
  • DW - Rob
  • Rob
  • DW
  • DW – Leadership role
  • DW - Rob
  • DW
  • DW
  • Rob
  • DW
  • DW
  • Rob.. Need the new version of this – I like them connected with colors..
  • DW
  • DW – Rob
  • ×