Название: Practical Product Management for Product Owners (Final)Автор: Chris Lukassen, Robbin Schuurman
Издательство: Addison-Wesley Professional/Pearson Education
Год: 2023
Страниц: 464
Язык: английский
Формат: epub (true)
Размер: 10.1 MB
Organizations pour vast resources into building new products and services. Yet too many are poorly conceived, dont 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.
Everyone has experienced poorly conceived products or services, despite the vast amounts of time and vast sums of money that organizations spend building these products and creating the services. We believe this is because Product Owners (Agile product managers) often lack the fundamental accountabilities, experience, and skills they need to deliver great products and services. Because of their inexperience, they fall into bad habits such as trying to please stakeholders by agreeing to build what stakeholders want, even when those stakeholder ideas may not be best for customers.
Inexperienced Product Owners lack the skills, and often the empowerment, to chart their own course based on feedback from real customers. They frequently don’t even understand what customers are trying to achieve with the product or service; they make decisions based on anecdotal and subjective secondhand information that doesn’t reflect real customer needs. In short, they are largely shooting in the dark, hoping to hit something.
Of course, collaboration with other people is done continuously, but there are some patterns around Agile governance, Agile budgeting, and Agile contracting that will help readers to become great Collaborators.
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
Target Audience:
The primary target audience for this book includes Product Owners, product managers, and product leads who wish to advance their careers and/or increase their personal impact on the product. After having attended a Professional Scrum Product Owner I (PSPO-I), Certified Scrum Product Owner (CSPO) training, or having read The Professional Scrum Product Owner,1 people will understand the basic principles of their role within the Scrum framework. However, turning understanding into effective behaviors and turning effective behavior into actual value maximization of a product is a whole different matter. The audience typically has a few years of working experience as a Product Owner/Manager.
A secondary target audience includes Agile Coaches/Consultants and Scrum Coaches/Masters. The practitioners struggle to coach, train, and mentor their Product Owners, managers, and leads effectively. Many of them struggle to coach product people and company management on effective product management practices and skills, resulting in misunderstood stances of the Product Owner. This book will help Agile Coaches and Scrum Masters to learn about the Product Owner stances, tools, and techniques needed for success so that they can help their Product Owners to become better visionaries, customer representatives, collaborators, decision makers, experimenters, and influencers.
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