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Avoiding Common Product Owner Mistakes
Prajakta Thakur2012, September
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Product Owner
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Common PO Mistakes
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Lack of Product
Goals and
Vision
Mistake # 1
Lack of Product
Priorities
Mistake # 2
Lack of Planning
Mistake # 3
Micro Management
Mistake # 4
Lack of Effective
communication
Mistake # 5
Lack of Product Goals and Vision
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Mistake #1
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“To the person who does not know where he wants to go, there is no favorable wind.” - Seneca
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Target Group
Which Market segment does the product address?
Who are its target customers and users ?
Value
How is the product going to benefit the company?
What are the revenue sources?
What is the cost structure?
Needs
Which needs does the product fulfill ?
How does it create value for its customers?
Which emotions does it evoke
Product
What are the three to five top features that are crucial for the success of the product ?
What are its USPs?
What will the product roughly look like ?
Developing Vision
Sharing the Vision
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• Supplement User Stories with Discussions
• Make Product Backlog DEEP
• Progressively Refine Requirements
Cone of Uncertainty
Image: rsastories.wordpress.com/tag/scrum/
Lack of Product Priorities
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Mistake #2
Image: emailclient-expert.blogspot.com
“Good things happen when you get your priorities straight.” - Scott Caan
Main Factors in Prioritization
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Business value of features
- Financial
- Non-financial
( Kano Model )
Risk mitigated by features : Schedule, Cost, Functionality Risk
Cost of development and support
Significance and amount of knowledge gained
( Knowledge Increases, Uncertainty Decreases )
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Main Factors in Prioritization
Combining Risk and Value
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High Risk
Low Value
High Risk
High Value
Low Risk
Low Value
Low Risk
High ValueDo Last
ValueLow
Low
High
High
Ris
k
Do 1st
Do 2nd
Avoid
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Mistake #3
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Lack of Planning“By failing to plan, you are planning to fail.” - Benjamin Franklin
Planning
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release plan
product roadmap
product vision
sprint plan
daily plan
Planning Onion
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Quality
Resources
Scope
Schedule
The Iron Triangle
Sprints
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• Progressively refine the plans
• Favor scope changes when possible
• Deliver working software and value add each sprint
• Avoid Billiard Ball Sprints
• Keep Timeboxes strict
• Don’t change the goal
• Get Feedback, Learn and Adapt
Micro Management
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Mistake #4
Image: economictimes.indiatimes.com
"Micromanaging damages employee engagement, undermines confidence, squashes innovation and often produces disappointing results."- Karen Miller
Effective Team Management
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• Encourage Self-Organization within team
• Encourage Collaboration through Commitment
• Foster Team Learning
• Delegate Decision Making where apt
Lack of Effective Communication
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Mistake #5
“You can have brilliant ideas, but if you can't get them across, your ideas won't get you anywhere.” - Lee Iacocca
Effective Communication
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Tailor Message to
best match the audience
Establish Rapport with Team , encourage Participation
Be a Good
Listener, specially
to the team
Ensure availability,
especially for remote team members
Attributes of an Effective PO
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Available for Team
Business Savvy
Communicative
Decisive
Empowered
Recapping the Mistakes
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Lack of Product
Goals and
Vision
Mistake # 1
Lack of Product
Priorities
Mistake # 2
Lack of Planning
Mistake # 3
Micro Management
Mistake# 4
Lack of Effective
communication
Mistake # 5
Thank You !
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Q&A
References
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• Succeeding with Agile, Mike Cohn
• http://www.scrumalliance.org/articles/115-the-product-vision
• http://rsastories.wordpress.com/tag/scrum/
• http://www.hennebert.org
• http://www.romanpichler.com/
• google/images
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