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

Length: 464 pages
Edition: 1
Language: English
Publisher: Addison-Wesley Professional
Publication Date: 2023-03-04
ISBN-10: 0137947003
ISBN-13: 9780137947003
Sales Rank: #0 (See Top 100 Books)

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.

Cover Page
About This eBook
Halftitle Page
Title Page
Copyright Page
Pearson’s Commitment to Diversity, Equity, and Inclusion
Dedication Page
Contents
Foreword
Introduction
    Book Structure
    Target Audience
Acknowledgments
About the Authors
I: The Stances of the Product Owner
    Quick Quiz
    1. Agile Product Management
        Is It Product Owner or Product Manager?
        What Is Product Management?
        Working in a Product-Led, Sales-Led, or Marketing-Led Organization
        What Is a Product Owner?
        Different Types of Product Owners
    2. Introducing the Product Owner Stances
        The Misunderstood Stances of a Product Owner
        The Preferred Stances of a Product Owner
    I Summary: The Stances of the Product Owner
        Key Learnings and Insights
        Want to Learn More?
II: The Customer Representative
    Quick Quiz
    3. How to Identify and Define Product
        Introducing the Customer Representative
        What Is a Product?
    4. Building Customer Empathy
        Talking to Customers
        Observing Customers
        Effectively Dealing with Biases When Collaborating with Customers
    5. Capture Your Customer Insights via Personas
        User Personas
        Creating Personas
    6. Identifying and Expressing Customer Value
        The Functional Elements of Value
        Emotional Elements of Value
        Life-Changing Elements of Value
        Social-Impact Element of Value
    7. Connecting Product Features to Outcomes and Impacts
        Connecting Goals, Impacts, Outcomes, and Features
    II Summary: The Customer Representative
        Key Learnings and Insights
        Want to Learn More?
III: The Visionary
    Quick Quiz
    8. Creating and Communicating Product Vision
        Introducing: The Visionary
        Connecting the Product Vision to the Company Mission, Vision, and Values
        A Product Vision Aligned with the Company Mission and Vision
        Elements of an Inspiring Product Vision
    9. Communicating the Product Vision Effectively
        The 3×3 Storytelling Framework
        The Power of Reasoning
        Make It SEXI
    10. Crafting Product Goals That Align Stakeholders and Teams
        What Is a Product Goal?
        Characteristics of Great Product Goals
        How to Create Product Goals
        Inspect and Adapt Product Goals
        Having Multiple Product Goals: Is That an Option?
    11. Creating the Right Product Roadmap for Your Audience
        Introduction to Product Roadmaps
        Types of Product Roadmaps
        Roadmap 1: The Goal-Oriented Roadmap
        Roadmap 2: The Now-Next-Later Roadmap
        Roadmap 3: The User Story Map
        Roadmap 4: The Visual Roadmap
        Roadmap 5: The Gantt Chart Roadmap
        Eleven Tips for Roadmap Creation
    12. Identification of Company Value and Impact
        Understanding Company Value and Impact
        Expressing Company Impact
        Key Value Area 1: Current Value
        Key Value Area 2: Unrealized Value
        Key Value Area 3: Time to Market
        Key Value Area 4: Ability to Innovate
    13. Maximizing Value through Effective Pricing Strategies and Tactics
        Introduction to Product Pricing
        The Product Pricing Process
    III Summary: The Visionary
        Key Learnings and Insights
        Want to Learn More?
IV: The Experimenter
    Quick Quiz
    14. Driving Inside-Out Product Innovation
        Introducing: The Experimenter
        Inside-Out Innovation Sources
    15. Driving Outside-In Product Innovation
        Outside-In Innovation Sources
        Market Segmentation
    16. Thinking Differently: Driving Business Model Innovation
        Market Analysis and Trends
        Getting Inspiration from Other Companies
        The Impact on Your Business
        The Return of the Business Model Canvas
    17. Selecting Product Experiments to Run
        The Truth Curve: Select the Right Experiments and Tests
        Experimentation Techniques Explained
    18. How to Design and Evaluate Experiments and Tests
        Defining Hypothesis
        Capture Learnings
    19. Approaches for Scaling Successful Products and Teams
        Scaling Approaches for People and Teams
        Typical Antipattern for Scaling People and Teams
        A Better Approach for Scaling People and Teams
        Approaches to Scaling the Product or Service
        Focus on the Product First, Then on People and Teams
        Eight Effective Strategies for Scaling a Product
        How Product Owners Contribute to Product Scaling
    IV Summary: The Experimenter
        Key Learnings and Insights
        Want to Learn More?
V: The Decision Maker
    Quick Quiz
    20. Improving Accountability, Maturity, and Authority
        Introducing: The Decision Maker
    21. Evaluating Your Product Decisions
        Product Management: A Game of Poker or Chess?
        Evaluating Decisions in an Honest and Transparent Way
    22. Make Better Decisions: Thinking in Bets
        The Buddy System or Decision Pod
        Accepting Uncertainty in Decision Making
    23. Navigating Product, Process, and Team Dilemmas and Decisions
        Making Choices
        Navigating Dilemmas
    24. Improving the Speed and Quality of Decisions
        The Cost of Delaying Decisions
        Fast Decisions Are More Successful than Slow Decisions
        Special Snowflake Syndrome
        Why You Should Probably Make Decisions Fast(er)
        How to Speed Up Your Decision Making
        Empowered Product Owners
    V Summary: The Decision Maker
        Key Learnings and Insights
        Want to Learn More?
VI: The Collaborator
    Quick Quiz
    25. How Agile Governance Affects Product Owners
        Introduction to the Collaborator
        Introducing Agile Governance
        Organizational Governance Entails Many Elements
        Effectively Dealing with Governance
    26. Product Budgeting Done in an Agile Way
        Three Horizons
        Budgeting Is Like Product Backlog Management
        A Strategy and Market Perspective on Budgeting
    27. Creating Contracts That Enable Great Product Ownership and Teamwork
        What Is a Contract?
        Who Takes the Risk?
        Two-Stage Contracts
        Joe’s Bucket
        Money for Nothing
        Change for Free
        Elements of an Agile Contract
    VI Summary: The Collaborator
        Key Learnings and Insights
        Want to Learn More?
VII: The Influencer
    Quick Quiz
    28. Stakeholder Management in Complex Environments
        Introducing: The Influencer
        Definition of Stakeholder
        Stakeholder Classification/Categorization
        Information and Insights to Gather on Stakeholders
        The Influence of the Stakeholder
    29. Tools for Stakeholder Classification and Grouping
        The Stakeholder Map
        The Stakeholder Radar
        Alternative Stakeholder Identification and Grouping Techniques
    30. Applying Stakeholder Management Strategies and Tactics in Practice
        Creating a Communication Strategy
        Tips for Improving Your Stakeholder Management in Practice
    31. How to Influence Stakeholders on All Levels
        Being a Lyrebird
        The Process of Communication
        Four Layers of Communication
        Building Relationships with Stakeholders
        Adapting Your Tune to Your Audience
    32. Mastering the Art of No to Optimize Value Creation for the Product
        What Makes Saying No So Hard?
        Five Steps toward Saying No Effectively
        The Jedi Mind Trick
    33. Negotiating with Stakeholders, Customers, and Users
        Be a Mirror
        Label Emotions
        Getting to Yes!
        How to Tell If a Yes Is Real
        Bend Their Reality
        Create the Illusion of Control
        Guarantee Execution
        Bargain Hard
        Find the Black Swan
    VII Summary: The Influencer
        Key Learnings and Insights
        Want to Learn More?
Closing Summary: The Stances of the Product Owner
    The Preferred Stances of a Product Owner
    Optimizing Transparency Using a Product Wall
    Epilogue
Index