Chris Lukassen, Robbin Schuurman

Practical Product Management for Product Owners: Creating Winning Products with the Professional Product Owner Stances

Creating Winning Products with the Professional Product Owner Stances

• Broschiertes Buch

Produktbeschreibung

Hone Agile Product Owner Behaviors that Lead to Marketplace Winners 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 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. * 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.

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Produktdetails

• The Professional Scrum Series
• Verlag: Pearson Education (US)
• Seitenzahl: 464
• Erscheinungstermin: 22. Februar 2023
• Englisch
• Abmessung: 233mm x 181mm x 32mm
• Gewicht: 802g
• ISBN-13: 9780137947003
• ISBN-10: 0137947003
• Artikelnr.: 63695953

Autorenporträt

Chris Lukassen has been active in product management for 20+ years, and co-created Scrum.org's Professional Scrum Product Owner - Advanced course. He currently trains product managers in Scrum, leadership, user experience, and metrics. Robbin Schuurman is a product leader, consultant, Professional Scrum Trainer, and leader of Xebia's Product Management Academy. He supports organizations in digital, agile, and product transformations; and helps product owners grow customer impact, improve agility, and shorten time-to-learn. Lukassen and Schuurman co-founded The Value Maximizers.

Inhaltsangabe

Foreword by Dave West     xvii
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
      Introduction to Product Roadmaps 113
      Types of Product Roadmaps 117
      Roadmap 1: The Goal-Oriented Roadmap 118
      Roadmap 2: The Now-Next-Later Roadmap 120
      Roadmap 3: The User Story Map 122
      Roadmap 4: The Visual Roadmap 124
      Roadmap 5: The Gantt Chart Roadmap 126
      Eleven Tips for Roadmap Creation 128
 
Chapter 12. Identification of Company Value and Impact     131
      Understanding Company Value and Impact 131
      Expressing Company Impact 137
      Key Value Area 1: Current Value 139
      Key Value Area 2: Unrealized Value 141
      Key Value Area 3: Time to Market 145
      Key Value Area 4: Ability to Innovate 147
 
Chapter 13. Maximizing Value through Effective Pricing Strategies and
Tactics     151
      Introduction to Product Pricing 151
      The Product Pricing Process 153
 
Part III Summary     165
 
Part IV. The Experimenter     169
Chapter 14. Driving Inside-Out Product Innovation     171
      Introducing: The Experimenter 171
      Inside-Out Innovation Sources 175
 
Chapter 15. Driving Outside-In Product Innovation     183
      Outside-In Innovation Sources 183
      Market Segmentation 184
 
Chapter 16. Thinking Differently: Driving Business Model Innovation     189
      Market Analysis and Trends 189
      Getting Inspiration from Other Companies 191
      The Impact on Your Business 196
      The Return of the Business Model Canvas 197
 
Chapter 17. Selecting Product Experiments to Run     199
      The Truth Curve: Select the Right Experiments and Tests 199
      Experimentation Techniques Explained 203
 
Chapter 18. How to Design and Evaluate Experiments and Tests     215
      Defining Hypothesis 216
      Capture Learnings 218
 
Chapter 19. Approaches for Scaling Successful Products and Teams     221
      Scaling Approaches for People and Teams 221
      Typical Antipattern for Scaling People and Teams 224
      A Better Approach for Scaling People and Teams 227
      Approaches to Scaling the Product or Service 229
      Focus on the Product First, Then on People and Teams 230
      Eight Effective Strategies for Scaling a Product 232
      How Product Owners Contribute to Product Scaling 235
 
Part IV Summary     237
 
Part V.  The Decision Maker     241
Chapter 20. Improving Accountability, Maturity, and Authority     243
      Introducing: The Decision Maker 243
 
Chapter 21. Evaluating Your Product Decisions     255
      Product Management: A Game of Poker or Chess? 255
      Evaluating Decisions in an Honest and Transparent Way 258
 
Chapter 22. Make Better Decisions: Thinking in Bets     259
      The Buddy System or Decision Pod 260
      Accepting Uncertainty in Decision Making 261
 
Chapter 23. Navigating Product, Process, and Team Dilemmas and
Decisions     263
      Making Choices 263
      Navigating Dilemmas 265
 
Chapter 24. Improving the Speed and Quality of Decisions     269
      The Cost of Delaying Decisions 269
      Fast Decisions Are More Successful than Slow Decisions 270
      Special Snowflake Syndrome 273
      Why You Should Probably Make Decisions Fast(er) 274
      How to Speed Up Your Decision Making 274
      Empowered Product Owners 275
 
Part V Summary     277
 
Part VI. The Collaborator     281
Chapter 25. How Agile Governance Affects Product Owners     283
      Introduction to the Collaborator 283
      Introducing Agile Governance 287
      Organizational Governance Entails Many Elements 291
      Effectively Dealing with Governance 295
 
Chapter 26. Product Budgeting Done in an Agile Way     297
      Three Horizons 298
      Budgeting Is Like Product Backlog Management 300
      A Strategy and Market Perspective on Budgeting 304
 
Chapter 27. Creating Contracts That Enable Great Product Ownership and
Teamwork     309
      What Is a Contract? 310
      Who Takes the Risk? 313
      Two-Stage Contracts 314
      Joe's Bucket 316
      Money for Nothing 317
      Change for Free 318
      Elements of an Agile Contract 319
 
Part VI Summary     323
 
Part VII. The Influencer     327
Chapter 28. Stakeholder Management in Complex Environments     329
      Introducing: The Influencer 329
      Definition of Stakeholder 333
      Stakeholder Classification/Categorization 335
      Information and Insights to Gather on Stakeholders 338
      The Influence of the Stakeholder 340
 
Chapter 29. Tools for Stakeholder Classification and Grouping     343
      The Stakeholder Map 344
      The Stakeholder Radar 351
      Alternative Stakeholder Identification and Grouping Techniques 357
 
Chapter 30. Applying Stakeholder Management Strategies and Tactics in
Practice     359
      Creating a Communication Strategy 359
      Tips for Improving Your Stakeholder Management in Practice 362
 
Chapter 31. How to Influence Stakeholders on All Levels     369
      Being a Lyrebird 369
      The Process of Communication 371
      Four Layers of Communication 374
      Building Relationships with Stakeholders 375
      Adapting Your Tune to Your Audience 382
 
Chapter 32. Mastering the Art of No to Optimize Value Creation for the
Product     387
      What Makes Saying No So Hard? 388
      Five Steps toward Saying No Effectively 389
      The Jedi Mind Trick 392
 
Chapter 33. Negotiating With Stakeholders, Customers, and Users     393 
      Be a Mirror 394
      Label Emotions 395
      Getting to Yes! 396
      How to Tell If a Yes Is Real 398
      Bend Their Reality 398
      Create the Illusion of Control 400
      Guarantee Execution 400
      Bargain Hard 401
      Find the Black Swan 402 
 
Part VII Summary     405
 
Closing Summary     409
 
Index     413