The Professional Product Owner: Leveraging Scrum as a Competitive Advantage

2016·10.38 MB·English

by  Don McGreal

About This E-Book
EPUB is an open, industry-standard format for e-books. However, support for
EPUB and its many features varies across reading devices and applications. Use
your device or app settings to customize the presentation to your liking. Settings
that you can customize often include font, font size, single or double column,
landscape or portrait mode, and figures that you can click or tap to enlarge. For
additional information about the settings and features on your reading device or
app, visit the device manufacturer’s Web site.
Many titles include programming code or configuration examples. To optimize
the presentation of these elements, view the e-book in single-column, landscape
mode and adjust the font size to the smallest setting. In addition to presenting
code and configurations in the reflowable text format, we have included images
of the code that mimic the presentation found in the print book; therefore, where
the reflowable format may compromise the presentation of the code listing, you
will see a “Click here to view code image”
link. Click the link to view the print-fidelity code image. To return to the
previous page viewed, click the Back button on your device or app.
The Professional Product Owner
LEVERAGING SCRUM AS A COMPETITIVE
ADVANTAGE
Don McGreal Ralph Jocham
Boston • Columbus • Indianapolis • New York • San
Francisco • Amsterdam • Cape Town Dubai • London •
Madrid • Milan • Munich • Paris • Montreal • Toronto •
Delhi • Mexico City São Paulo • Sydney • Hong Kong •
Seoul • Singapore • Taipei • Tokyo
Many of the designations used by manufacturers and sellers to distinguish their
products are claimed as trademarks. Where those designations appear in this
book, and the publisher was aware of a trademark claim, the designations have
been printed with initial capital letters or in all capitals.
The authors and publisher have taken care in the preparation of this book, but
make no expressed or implied warranty of any kind and assume no responsibility
for errors or omissions. No liability is assumed for incidental or consequential
damages in connection with or arising out of the use of the information or
programs contained herein.
For information about buying this title in bulk quantities, or for special sales
opportunities (which may include electronic versions; custom cover designs; and
content particular to your business, training goals, marketing focus, or branding
interests), please contact our corporate sales department
at [email protected] or [phone].
For government sales inquiries, please
contact [email protected].
For questions about sales outside the U.S., please contact [email protected].
Visit us on the Web: informit.com/aw
Library of Congress Control Number: 2018934196
Copyright © 2018 Scrum.org
Microsoft and/or its respective suppliers make no representations about the
suitability of the information contained in the documents and related graphics
published as part of the services for any purpose. All such documents and related
graphics are provided “as is” without warranty of any kind. Microsoft and/ or its
respective suppliers hereby disclaim all warranties and conditions with regard to
this information, including all warranties and conditions of merchantability,
whether express, implied or statutory, fitness for a particular purpose, title and
non-infringement. In no event shall Microsoft and/or its respective suppliers be
liable for any special, indirect or consequential damages or any damages
whatsoever resulting from loss of use, data or profits, whether in an action of
contract, negligence or other tortious action, arising out of or in connection with
the use or performance of information available from the services.
The documents and related graphics contained herein could include technical
inaccuracies or typographical errors. Changes are periodically added to the
information herein. Microsoft and/or its respective suppliers may make
improvements and/or changes in the product(s) and/or the program(s) described
herein at any time. Partial screenshots may be viewed in full within the software
version specified.
Microsoft® and Windows® are registered trademarks of the Microsoft
Corporation in the U.S.A. and other countries. Screenshots and icons reprinted
with permission from the Microsoft Corporation. This book is not sponsored or
endorsed by or affiliated with the Microsoft Corporation.
All rights reserved. This publication is protected by copyright, and permission
must be obtained from the publisher prior to any prohibited reproduction, storage
in a retrieval system, or transmission in any form or by any means, electronic,
mechanical, photocopying, recording, or likewise. For information regarding
permissions, request forms and the appropriate contacts within the Pearson
Education Global Rights & Permissions Department, please visit
www.pearsoned.com/permissions/.
ISBN-13: 978-0-13-468647-9
ISBN-10: 0-13-468647-0
1 18
To my incredibly patient, supportive, and awesome wife Marita; also, to my
little M&M’s, Meagan and Molly, for being constant sources of laughter, love,
and inspiration.
—Don
To my family—thanks 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. Noémie and Anaïs, thanks for keeping me down
to earth. You are the best daughters I could wish for.
—Ralph
CONTENTS
Foreword
Introduction
Acknowledgments
About the Authors
PART I Strategy
Chapter 1 Agile Product Management
Quiz
Product Mindset versus Project Mindset
What Is Product Management?
The Product Management Vacuum and the Three Vs
Vision
Value
Validation
Product Management and Scrum
The Product Owner
Defining a Product
Quiz Review
Chapter 2 Vision
Quiz
Business Modeling
Business Model Canvas
Product Vision
Focused
Practical versus Emotional
Pervasive
Visioning with Scrum
Technical Strategy
Quiz Review
Chapter 3 Value
Quiz
Value Defined
Delivering Value
Value Metrics
Evidence-Based Management
Current Value
Time to Market
Ability to Innovate
Tracking Metrics
Where Your Money Goes
Negative Value
Visible
Invisible
Value Neutrality
Perversion of Metrics
Quiz Review
Chapter 4 Validation
Quiz
Stakeholder Feedback
Marketplace Feedback
Minimum Viable Product
Minimum Viable Product through Kano
MVP Patterns
Promotional MVP
Mining MVP
Landing Page MVP
Wizard of Oz MVP
Single-Feature MVP
Pivot or Persevere
Quiz Review
PART II Scrum
Chapter 5 Empiricism
Quiz
It’s a Complex Problem
Certainty Quiz
Visualizing Complexity
Cynefin
Obvious
Complicated
Complex
Chaos
Putting It All Together
Types of Complexity
Managing Risk
Quiz Review
Chapter 6 Scrum
Quiz
Why a Framework?
The Pillars of Scrum
Transparency
Inspection
Adaptation
Scrum Roles