The document discusses stakeholder engagement. It defines different types of stakeholders based on their level of interest in a product or company: customers who want the product to succeed, competitors who want it to fail, and managers with other interests. Stakeholders can be internal like owners and employees, or external like customers, shareholders, and the government. Effective stakeholder management requires understanding stakeholders, collaborating with them to refine products and gather feedback, and creating a plan to build relationships and engage them for mutual benefit.

1. Topic 7: Stakeholder Engagement
Interest of the stakeholder
Different types of stakeholders can be defined based on the interest level :
 Customers or users are stakeholders who have a positive interest in the product, and they hope
the product to be a success.
 There are some stakeholders who have a negative interest in your product where they wish the
product not be successful. For an example department in the same organization where work is
taken away from by your product or service.
 Manager of the development team is the stakeholders who have an interest in your team, but not
so much an interest in the product.
 Stakeholders who have a personal interest or who have an interest from their departments’
perspective, but who are not so interested in the product itself such as an operations manager
who wants to keep his or her own metrics ‘in the green’ and who wants to prevent extra pressure
on his or her department / team.
 Stakeholders with whom you as a Product Owner have an interest yourself. Think of suppliers,
partners, government agencies or social agencies.

2. Topic 7: Stakeholder Engagement
Company
Owners
Manager
Employees
 A stakeholder are the members that have interest in a company and can either affect or be
affected by the business.
Customers
Shareholders
Society
Government
Supplier
Internal Stakeholders External Stakeholders

3. Topic 7: Stakeholder Engagement
Stakeholder management principle
 Collaborating & sharing information with stakeholders is important, but it is equally important to
first gather information about your stakeholders.
 Two way understanding and collaboration on Product Value between Stakeholders and the
Product team is important in order to create a successful Product.
 Collaborate with Stakeholders on Product Backlog Refinement and set up an intensive
collaborative approach to Sprint Reviews.
 It is important to understand the behaviour of stakeholders so that we can assess if there is a
better way to work together to maintain a productive relationship.
 In order to engage the stakeholders, a plan & strategy must be created so that it can bring
significant benefits.
 It requires effort to build stakeholder relationships, and this can increase confidence across the
Product organisation, minimise uncertainty, and speed problem solving and decision-making.

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