Description
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 3×3 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 Joes 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
