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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 [...] 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.
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 [...] 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.
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
| Erscheinungsjahr: | 2023 |
|---|---|
| Fachbereich: | Betriebswirtschaft |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780137947003 |
| ISBN-10: | 0137947003 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Lukassen, Chris
Schuurman, Robbin |
| Hersteller: |
Pearson Education
Pearson International |
| Verantwortliche Person für die EU: | preigu GmbH & Co. KG, Lengericher Landstr. 19, D-49078 Osnabrück, mail@preigu.de |
| Maße: | 235 x 178 x 25 mm |
| Von/Mit: | Chris Lukassen (u. a.) |
| Erscheinungsdatum: | 09.05.2023 |
| Gewicht: | 0,393 kg |
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