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Don McGreal - The Professional Product Owner: Leveraging Scrum as a Competitive Advantage

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The role of the Product Owner is more crucial than ever. But its about much more than mechanics: its about taking accountability and refocusing on value as the primary objective of all you do. In The Professional Product Owner, two leading experts in successful Scrum product ownership show exactly how to do this. Youll learn how to identify where value can be found, measure it, and maximize it throughout your entire product lifecycle.Drawing on their combined 40+ years of experience in using agile and Scrum in product management, Don McGreal and Ralph Jocham guide you through all facets of envisioning, emerging, and maturing a product using the Scrum framework.McGreal and Jocham discuss strategy, showing how to connect Vision, Value, and Validation in ROI-focused agile product management. They lay out Scrum best-practices for managing complexity and continuously delivering value, and they define the concrete practices and tools you can use to manage Product Backlogs and release plans, all with the goal of making you a more successful Product Owner. Throughout, the authors share revealing personal experiences that illuminate obstacles to success and show how they can be overcome.Define success from the outside in, using external customer-driven measurements to guide development and maximize valueBring empowerment and entrepreneurship to the Product Owners role, and align everyone behind a shared business modelUse Evidence-Based Management (EBMgt) to invest in the right places, make smarter decisions, and reduce riskEffectively apply Scrums Product Owner role, artifacts, and eventsPopulate and manage Product Backlogs, and use just-in-time specificationsPlan and manage releases, improve transparency, and reduce technical debtScale your product, not your ScrumUse Scrum to inject autonomy, mastery, and purpose into your product teams workWhatever your role in product management or agile development, this guide will help you deliver products that offer more value, more rapidly, and more often.

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The Professional Product Owner

LEVERAGING SCRUM AS A COMPETITIVE ADVANTAGE


Don McGreal

Ralph Jocham

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Library of Congress Control Number: 2018934196

Copyright 2018 Scrum.org

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ISBN-13: 978-0-13-468647-9
ISBN-10: 0-13-468647-0

CONTENTS

To my incredibly patient, supportive, and awesome wife Marita; also, to my little M&Ms, Meagan and Molly, for being constant sources of laughter, love, and inspiration.

Don

To my familythanks for your understanding and lasting support. All of this, the travels, the long hours, would not have been possible without you. Natacha, you are the best and I love you. Nomie and Anas, thanks for keeping me down to earth. You are the best daughters I could wish for.

Ralph

FOREWORD
COMMUNICATION, INTENTIONALITY, AND FULFILLMENT

You may have something you want done. You may have a vision you want fulfilled (a new way for people to travel between two places); a product you want created (a water slide at a lake, or a quantum computer); an improvement that you want to make to something (customer service is quicker, more effective, friendlier). Regardless, you are a person who has the authority and resources to try to get what you want. But you find it very, very hard.

Your skill is visioning what you want. Your skill is not necessarily building what you want (even if you could, you dont have time to do so).

You just have to tell someone what you want, fund and provision them adequately, and the result will be great (or at least satisfying).

We assume when we communicate with other people that they understand what we mean. Not necessarily so. You may be inarticulate or incomprehensible. The people you communicate with may be dunderheads.

Even more distressing, we assume that we know what we mean, even though we may not have thought it through accurately or completely. Our attempted communication may be premature. But, who has time to wait?!

This book presents a method of communicating our desires, cogently, coherently, and with a minimum of fuss and bother. Otherwise, we can alienate our allies, waste our capital, and cause irreparable damage. I know.

A great strength of Scrum is your ability to frequently check the clarity of what is being communicated, as well as how well the others perceive what you are communicating.

Frequent inspection of the clarity of communications and the consequences is important. It is particularly important at the start of an endeavor when we are just learning how to communicate what the results may be. As we get better at communicating, the communications become more precise. With less effort, we learn how to determine the unknown and turn it into clarity, and we get the results we desire.

As the person who wants something, when you use Scrum to improve communications and the outcomes, your role is called the Product Owner. Don McGreal and Ralph Jocham have written this book to help you use Scrum to do so. They should know because they have done it.

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