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Understand the Importance of Having the Product Vision in a Scrum Team

Stories abound of products launched with much fanfare and failing miserably in the market. What does it take to build a software product that sells? Would the best technology, the best architecture and the best brains guarantee a product that will sell?A lot of energy is spent by the Engineering teams on building the product right – bug-free, scalable, reliable and secure. Throughout this journey the teams also need to be confident that they are building the right product – usable (fit for use), serves the purpose (fit for purpose), solves the customer’s problem and delivers value.A popular representation of this relationship is given belowA Product Vision is a well thought through “future state” of the product that serves the customer’s needs as well as furthers the organization’s product strategy. The product vision serves as the “guiding light” that the teams constantly refers, consults and steers towards.This article is about how a good product vision paves the way for scrum teams to build a good product. It is not the only step but definitely one of the first steps to build a product that will sell.Components of a Product Vision  A well thought through and finely articulated Product Vision includes the following components Purpose and Intent – Why are we building the product and what value it brings to the Customer? What problems is the product going to solve for the Customer? Target Market – Who is the Customer(s) / Market Segment that the product is meant for Business Goals – By building this product how are we aligning with the organization’s strategy and goals in the market. Every product offered by an organization should align with the larger goals and strategy so that it fits well with the organization’s product portfolio. Differentiating Factors – How and what features are we offering that is a differentiator in the market and which sets the organization apart from its competitors. Many a product fails to see the light of the day or serve the purpose of the customer if it has failed to justify on any one or more of the above components.  Creating the Product Vision Anyone who is connected to the Product can contribute to the Product Vision. Organizations usually have idea boards and forums to welcome innovative ideas from all employees. But the ownership of defining, communicating and nourishing the product vision lies with the Business Group or Product Management Group. Usually the vision is created through a Workshop involving the right stakeholders who have the expertise to contribute. The stakeholders represent Business, Engineering, Marketing, Sales, Support, Training etc.  Various techniques such as Brainstorming, Affinity grouping, Dot Voting can be employed in the workshop to come up with the final Product Vision. Prior to the workshop findings from Market research on target customers, competitors, information on Personas are made available to the participants so that they are well informed and bring the best to the table. Product Vision Formats The Product Vision board as recommended by Roman Pichler, leading Product Management Expert. The Product Vision BoardA Simple template first introduced in the book Crossing the Chasm by Management Consultant and author Geoffery More.Communicating the Product Vision  A great Product Vision will not get realized into the final product unless it is communicated well, not just once but multiple times, to all the important stakeholders – the Senior Leadership, the Engineering teams, Sales, Marketing, Documentation, Training and Support. It is the responsibility of the Head of the Business (e.g Director of Product Management) to introduce and explain the Product Vision to the rest of the organization before the product development is started. A Kickstart All-Hands meeting usually happens when a new Product Vision is ready. The road map and strategy for the immediate future (every Quarter/Release) to realize the vision is also shared in this meeting. It is important that all stakeholders who are participating in building the product gets to hear the same information at the same time from the Head of Business. This All-Hands happens at a defined cadence (every Quarter /Release) where the changes to the product vision, strategy and road map for the next quarter /release is communicated. The Heads of Engineering would also present their plans for the Quarter /Release to further the product vision.  Heads guiding the teamIt should not be an open and shut communication for a day, but the Product Managers and Owners need to constantly refer and draw from the vision when interacting with the Scrum Teams. When requirements are refined into Epics and User Stories and prioritized the Scrum Teams need to be able to relate them to the Vision. Changes in the Product Vision  So is a Product Vision written on stone never to change? No, because that would defy Agile Principles of continuously seeking feedback, embracing and adapting change.  A learning organization has a pulse on the market and actively seeks feedback. It adapts the product vision according to the changing market, competition and customer feedback. It has a constant sense of Urgency to Fail Fast, has the Courage to Pivot when required and Persevere on the right track as part of the Organization culture.  There are stories of many organizations that have imbibed and practiced this culture and succeeded. Significance of Production Vision within the Scrum Teams A journey without a destination sounds exciting but not practical and not always fruitful. R&D engineers would not have any dearth of imagination to build products that are beautiful and perfect. But would these products serve the customer’s needs? Understand the Larger Purpose: Scrum teams need to understand the big picture and the larger purpose of their everyday work – for whom are they building, for what and most importantly why. During Backlog Grooming sessions, the Product owners can act as ambassadors for the Product Vision helping the teams to refine user stories with end goal in mind. The questions to be constantly asked and validated include  “Are we solving the customer problem?” , “Are we adding value?”, “Are we building the right product?” Product Strategy and Vision to Plan your roadmapContribute in Product Strategy and Roadmap: Scrum teams can contribute effectively to the product strategy and roadmap if they know and understand the product vision.  Understanding the Priorities: Understanding the Product vision helps the team to identify with the priority put forth by the Product Owner. The Product Owner and the teams can make use of the product vision in the Sprint Planning and Backlog refinement meetings to streamline user stories.  Influence in Sprint Execution: Having the product vision in the back of their minds plays an important role in the story writing, refinement, acceptance criteria, coding and testing.  Knowing the customer problems and target market helps teams to build “just enough” and stop from over engineering and manufacturing unwanted imaginary requirements. Unwanted code is a waste that can cause unwanted testing, bugs and needs to be avoided. Knowing the target Customer / market, purpose and the problems that need to be resolved, helps the teams to  Refine and write better Epics and User Stories . Helps to identify the ‘Must Have’ and ‘Good to Have’ Acceptance Criteria. Helps to architect and design better knowing the immediate priority and the upcoming roadmap. Helps to code incorporating enough customization for reuse and extensions in future. Define and formulate the appropriate test scenarios and data Collaboration: Multiple teams come together to build a product. Having a common Product Vision to refer to improves their collaboration and serves as a good point of reference to manage conflicts and dependencies.  Alignment with the Organization’s Goals: There is also another very important piece of information within the Product Vision - How the Product Vision aligns to their organization’s overall strategy. This is definitely of interest to every employee of the organization. An engaged employee always is curious about how the product he is helping to build today fits and aligns with the organization’s goals. The fact that he/she is contributing towards furthering the Organization’s goals does instil a sense of pride and confidence. Adapting to Changes in the Product Vision: The changes to the vision has to be constantly communicated to all the stake holders especially the Scrum teams who are building it. The teams need to also be told why there has been a change in the Product Vision. Only then would they appreciate and embrace the changes. Tips for your Product Vision: Ideas can come in from unlikeliest of places. Inputs should be encouraged and accepted from all stakeholders and funnelled into the Product Vision creation workshop. Prior to the workshop, sufficient Market research has to be conducted to get information on target customer, personas and the competitor landscape. A vision not shared well remains only that and does not become a reality. Communicate at every opportunity – kickoff meetings, through posters and through dedicated ambassadors -Product Owners , Product Managers , Line Managers. Seek feedback and gauge the market continuously to adapt Do not fear to pivot if needed and change course. Failing early and fast is better. Do not try to address all the “How” and “When” in product vision, but the “What” and “Why”. In conclusion, a Product Vision plays a very important role in the working of a Scrum Team providing the larger purpose of what is being built by them everyday. Only through constant communication about the vision and about the changes to it can the Scrum Teams keep relating to the vision and make the vision a reality - a good product that sells. 

Understand the Importance of Having the Product Vision in a Scrum Team

7K
Understand the Importance of Having the Product Vision in a Scrum Team

Stories abound of products launched with much fanfare and failing miserably in the market. What does it take to build a software product that sells? Would the best technology, the best architecture and the best brains guarantee a product that will sell?

A lot of energy is spent by the Engineering teams on building the product right – bug-free, scalable, reliable and secure. Throughout this journey the teams also need to be confident that they are building the right product – usable (fit for use), serves the purpose (fit for purpose), solves the customer’s problem and delivers value.

A popular representation of this relationship is given below

Understand the Importance of Having the Product Vision in a Scrum Team

A Product Vision is a well thought through “future state” of the product that serves the customer’s needs as well as furthers the organization’s product strategy. The product vision serves as the “guiding light” that the teams constantly refers, consults and steers towards.

This article is about how a good product vision paves the way for scrum teams to build a good product. It is not the only step but definitely one of the first steps to build a product that will sell.

Components of a Product Vision 

 A well thought through and finely articulated Product Vision includes the following components 

  • Purpose and Intent – Why are we building the product and what value it brings to the Customer? What problems is the product going to solve for the Customer? 
  • Target Market – Who is the Customer(s) / Market Segment that the product is meant for 
  • Business Goals – By building this product how are we aligning with the organizations strategy and goals in the market. Every product offered by an organization should align with the larger goals and strategy so that it fits well with the organizations product portfolio. 
  • Differentiating Factors – How and what features are we offering that is a differentiator in the market and which sets the organization apart from its competitors. 

Many a product fails to see the light of the day or serve the purpose of the customer if it has failed to justify on any one or more of the above components 

Creating the Product Vision 

Anyone who is connected to the Product can contribute to the Product Vision. Organizations usually have idea boards and forums to welcome innovative ideas from all employees. 

But the ownership of defining, communicating and nourishing the product vision lies with the Business Group or Product Management Group. Usually the vision is created through a Workshop involving the right stakeholders who have the expertise to contribute. The stakeholders represent Business, Engineering, Marketing, Sales, Support, Training etc.  

Various techniques such as Brainstorming, Affinity grouping, Dot Voting can be employed in the workshop to come up with the final Product Vision. Prior to the workshop findings from Market research on target customers, competitorsinformation on Personas are made available to the participants so that they are well informed and bring the best to the table. 

Product Vision Formats 

The Product Vision board as recommended by Roman Pichler, leading Product Management Expert. The Product Vision BoardThe Product Vision BoardA Simple template first introduced in the book Crossing the Chasm by Management Consultant and author Geoffery More.

Understand the Importance of Having the Product Vision in a Scrum Team

Communicating the Product Vision  

A great Product Vision will not get realized into the final product unless it is communicated well, not just once but multiple times, to all the important stakeholders – the Senior Leadership, the Engineering teams, Sales, Marketing, Documentation, Training and Support. 

It is the responsibility of the Head of the Business (e.g Director of Product Management) to introduce and explain the Product Vision to the rest of the organization before the product development is started. A Kickstart All-Hands meeting usually happens when a new Product Vision is ready. The road map and strategy for the immediate future (every Quarter/Release) to realize the vision is also shared in this meeting. It is important that all stakeholders who are participating in building the product gets to hear the same information at the same time from the Head of Business. Understand the Importance of Having the Product Vision in a Scrum Team

This All-Hands happens at a defined cadence (every Quarter /Release) where the changes to the product vision, strategy and road map for the next quarter /release is communicated. The Heads of Engineering would also present their plans for the Quarter /Release to further the product vision.  

Heads guiding the teamHeads guiding the teamIt should not be an open and shut communication for a day, but the Product Managers and Owners need to constantly refer and draw from the vision when interacting with the Scrum Teams. When requirements are refined into Epics and User Stories and prioritized the Scrum Teams need to be able to relate them to the Vision. 

Changes in the Product Vision  

So is a Product Vision written on stone never to change? No, because that would defy Agile Principles of continuously seeking feedback, embracing and adapting change.  

learning organization has a pulse on the market and actively seeks feedback. It adapts the product vision according to the changing market, competition and customer feedback. It has a constant sense of Urgency to Fail Fast, has the Courage to Pivot when required and Persevere on the right track as part of the Organization culture.  

There are stories of many organizations that have imbibed and practiced this culture and succeeded. 

Significance of Production Vision within the Scrum Teams 

A journey without a destination soundexciting but not practical and not always fruitful. R&D engineers would not have any dearth of imagination to build products that are beautiful and perfect. But would these products serve the customers needs? 

Understand the Larger PurposeScrum teams need to understand the big picture and the larger purpose of their everyday work – for whom are they building, for what and most importantly why. During Backlog Grooming sessions, the Product owners can act as ambassadors for the Product Vision helping the teams to refine user stories with end goal in mind. The questions to be constantly asked and validated include  “Are we solving the customer problem?” , “Are we adding value?”, “Are we building the right product?” Significance of production Vision within the Scrum TeamsProduct Strategy and Vision to Plan your roadmap

  • Contribute in Product Strategy and Roadmap: Scrum teams can contribute effectively to the product strategy and roadmap if they know and understand the product vision.  
  • Understanding the PrioritiesUnderstanding the Product vision helps the team to identify with the priority put forth by the Product Owner. The Product Owner and the teams can make use of the product vision in the Sprint Planning and Backlog refinement meetings to streamline user stories.  
  • Influence in Sprint Execution: Having the product vision in the back of their minds plays an important role in the story writing, refinement, acceptance criteria, coding and testing.  Knowing the customer problems and target market helps teams to build “just enough” and stop from over engineering and manufacturing unwanted imaginary requirements. Unwanted code is a waste that can cause unwanted testing, bugs and needs to be avoided. 

Understand the Importance of Having the Product Vision in a Scrum Team

Knowing the target Customer / market, purpose and the problems that need to be resolved, helps the teams to  

  • Refine and write better Epics and User Stories . 
  • Helps to identify the ‘Must Have’ and ‘Good to Have’ Acceptance Criteria. 
  • Helps to architect and design better knowing the immediate priority and the upcoming roadmap. 
  • Helps to code incorporating enough customization for reuse and extensions in future. 
  • Define and formulate the appropriate test scenarios and data 

Collaboration: Multiple teams come together to build a product. Having a common Product Vision to refer to improves their collaboration and serves as a good point of reference to manage conflicts and dependencies.  

Alignment with the Organization’s Goals: There is also another very important piece of information within the Product Vision - How the Product Vision aligns to their organization’s overall strategy. This is definitely of interest to every employee of the organization. An engaged employee always is curious about how the product he is helping to build today fits and aligns with the organization’s goals. The fact that he/she is contributing towards furthering the Organization’s goals does instil a sense of pride and confidence. 

Adapting to Changes in the Product Vision: The changes to the vision has to be constantly communicated to all the stake holders especially the Scrum teams who are building it. The teams need to also be told why there has been a change in the Product Vision. Only then would they appreciate and embrace the changes. 

Tips for your Product Vision: 

  • Ideas can come in from unlikeliest of places. Inputs should be encouraged and accepted from all stakeholders and funnelled into the Product Vision creation workshop. 
  • Prior to the workshop, sufficient Market research has to be conducted to get information on target customer, personas and the competitor landscape. 
  • A vision not shared well remains only that and does not become a reality. Communicate at every opportunity – kickoff meetings, through posters and through dedicated ambassadors -Product Owners , Product Managers , Line Managers. 
  • Seek feedback and gauge the market continuously to adapt 
  • Do not fear to pivot if needed and change course. Failing early and fast is better. 
  • Do not try to address all the “How” and “When” in product vision, but the “What” and “Why”. 

In conclusion, a Product Vision plays a very important role in the working of a Scrum Team providing the larger purpose of what is being built by them everyday. Only through constant communication about the vision and about the changes to it can the Scrum Teams keep relating to the vision and make the vision a reality - a good product that sells. 

Radhika

Radhika Subramoniam

author

The author is an Agile Consultant working in the areas of process consultation and Agile coaching and transformation. She has been part of the software product development industry spanning field service, fleet management, telecom billing and network management. 

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He / she creates the product backlog and prioritizes it. He / she will ensure that the development team is doing their job properly and are working on items that the Product Owner has prioritized.Now which of the above definitions is correct? What I have realized over the last few years as a Scrum trainer is that there is no globally accepted standard definition of a Product Owner role. The Scrum Guide does chalk out a few responsibilities of the Product Owner role, but different companies have different interpretations of this.  In some companies this role is a strategic role that involves collaborating with various stakeholders on the project and coming up with the software vision. The Product Owner then makes sure that the product vision is percolated down to the development team. And the development team develops the product exactly as per the Product Owner’s vision of the Product.In some companies this role is a very tactical or a hands-on role. The Product Owner is a very task-oriented person. He / she will write down software requirements, test the product developed by the development team, participate in the sprint review and make sure user stories are completed one after the other.What do Product Owners do?Ever since I embraced agile, I got to work with several Product Owners and mind you, this role is really critical as it collaborates with both the development team and the stakeholders. On the one hand, the Product Owner works with the stakeholders to get the right requirements or devise the requirements which they might not see or comprehend at that point. This not only improves the relationship with our customers but also helps to build trust. And on the other hand, the Product Owner helps the delivery team/development team understand the vision and the requirements. Hence, this role is similar to a bridge between the two ends that effectively paves the way for smooth communication.Deep dive into the Product Owner’s role:According to Roman Pichler, a leading Agile expert and the author of “How to Lead in Product Management”, the ultimate responsibility of a product owner is to ensure that the product creates value for its customers and users, as well as for the company. Think of the product owner as the person who champions the product, who facilitates the product decisions, and who has the final say about the product.” Pichler also says. “This includes if and how feedback is actioned, and which features are released.”The roles and responsibilities of a Product Owner include making sure that they understand the core of the product as well as how to facilitate collaboration at a 360-degree level, being both a liaison and the face of the user.At the most rudimentary level, as defined by the Scrum Guide, the Product Owner is responsible for maximising the value of work done by the development team. Let’s chalk out a few of the Product Owner’s responsibilities.1. Defining the vision: The purpose of the product is defined in the product vision. It is the Product Owner who creates this vision, manages it for the entire life of the product and owns the same. The Product Owner has the responsibility of creating a vision so that the development team clearly visualizes the expected outcome by the user. It is the Product Owner who interacts and collaborates with the users to understand their requirements, so that it can be effectively communicated with the team. Also, it is equally significant to communicate to the stakeholders the vision and goals so that they have a clear-cut understanding of the outcome.  The Product Owner has to be very passionate about this product vision. The product vision is not developed at one go but rather over many iterations, and improves over a period of time. The Product Owner makes sure that this product vision is in line with the vision of the company. He / she also creates a product roadmap for this product vision. Roadmap is a visual summary of the vision spread across a period of time. The vision will define the future state of the product and the motivations that the product tries to fulfil.2.  Managing the product backlogThe primary responsibility of the role of a Product Owner is managing the product backlog. Today’s market is really dynamic and every customer wants to stay on the top of the latest trends in the industry. This product backlog is derived from the roadmap created by the Product Owner. Even the items in the product backlog might require some movement due to changing priorities. It is the Product Owner’s responsibility to build up a stack of items in the backlog and prioritize them as per the business goals and the global approach. The product backlog is a dynamic list of items and as we call it in agile, it is a ‘live document’ that should be frequently updated, based on changing project requirements, all the way through to development. The Product Backlog exists as long as there is a Scrum team that works on the product.3. Prioritizing and Ordering Items in the Product Backlog: Another area where the product owner focusses on is to prioritize the needs of the stakeholders. A product owner should be able to determine the priority of product backlog items in order to deliver the maximum outcome. The Product Owners are constantly in touch with the stakeholders and understand the environment in which the product operates. When the needs and market conditions for the product change, the Product Owner will change the priorities in the Product backlog. He / she may add new items in the Product Backlog and remove the ones which are now obsolete due to new stakeholder needs. This means that the Product Owner must order the items in the Product Backlog to best achieve goals and missions. There are many tools to help Product Owners do this. The Product Owner is required to have the Backlog sequenced prior to the Sprint Planning Meeting. This means that each user story must be ordered by relative importance. The Product Owner will determine what needs to be developed in each iteration and how the product element will be developed over the life of the product.4. Overseeing development stagesOnce we have the basic entities in place – vision, product backlog, and the prioritization, the product owner has to make sure that he/she is participating in the overall development stages of the product. The team might need their Product Owner to get the clarity on a few queries or they might need to demo the committed item. The Product Owner will participate in the ceremonies with the team. In some ceremonies, this role can be active such as planning or backlog grooming but can also be passive or inactive such as in the daily Scrum.5. Anticipating client needs  In today's competitive environment, it is really important for someone in the role of a Product Owner, to understand the client/customer’s needs. The product owner should understand the market, the competition, and the users’ pain points. With those valuable pieces of information, the product owner can determine what features should be implemented, and in what order, with respect to time and importance. Sometimes the Product Owner can help the customers in configuring and penning down the items which they want but are not able to comprehend. And here communication plays a big role.6. Acting as primary liaison  As we have talked about at the start of our discussion, a product owner role involves acting as a primary liaison between the teams and the customers. The person in this role has to make sure the information flow is quick and clear so that there is no misinterpretation. The Product Owner has to make sure that the goal and the vision are correctly aligned with the work items on the product backlog. The Product Owner also acts as a liaison for business stakeholders and end-users, determining whether each story meets their shared expectations. When we say stakeholders, we mean the end users, or their representatives; they could be sponsors (who are paying for the product) or stakeholders who are also a part of the company's management. A stakeholder could be anyone with an interest in or an influence on the product. A Product Owner understands these stakeholders' needs and builds a vision that will drive the development team to develop the vision. Good product owners ensure that development teams can communicate directly with stakeholders, as long as they work on the priorities as chosen by the product owner.7. Evaluating product progress at each iteration   In every iteration, a product increment is created by the development team. The product owner inspects this product increment and decides if this is developed as per the vision created for the product. If it not as per the vision he / she may direct the development team to revise it in later sprints. Work that is either not complete or un-done needs to be re-prioritized or sequenced. The Product Owner makes sure that the development delivers the expected outcomes from the stories they worked upon and accepts it.  Thus, a Product Owner wears multiple hats throughout the product development effort.8. Participating in daily Scrum, Sprint Planning Meetings, and Sprint Reviews and RetrospectivesScrum ceremonies give a chance for the Product Owner to inspect and adapt. And as a result, being present at these ceremonies is identical to success. It is important for the product owner to join the Scrum meetings as it not only keeps the development team up to date with the priorities, but also helps the product owner understand the perspective of the team if there are any impediments.9. Terminating a Sprint if it is determined that a drastic change in direction is requiredIf the Sprint goal has no meaning (will not deliver business value) because of the extreme change, the product owner can terminate the sprint. The termination is most frequently the outcome of an intense change in business priorities; something previously considered important is no longer needed, or something even more significant is learned.How to become a Product Owner?Becoming a product owner requires a thorough understanding of the product as well as analytical and strategic skills. The person who wants to deep dive and become a good product owner needs to understand the market and the stakeholders. He/she should be able to create a vision and know when to juggle with the items in the product backlog so that the bucket is always prioritized.You can opt for some good certification programs provided by different authorities and gain a confidence in this area. As per my experience, I would recommend you to select a domain and master it!How to be a Good Product Owner | Product Owner Best PracticesWhat is A Certified Product Owner?As defined by the Scrum Alliance, a Certified Scrum Product Owner® (CSPO®) is someone who has been trained by a Certified Scrum Trainer in Scrum terminology, practices, and principles that will enable them to fulfill the role of Scrum Product Owner.Is the Product Owner the Project Manager?Both a project manager and a product owner watch over teams who work to carry developments across the finish line together. But the path to that finish line deviates entirely from the start. The Product Owners are product driven and customer focused. They need to be actively engaged with the team because they are the ones responsible for deciding what features will go into the final product.Also, there is a confusion between a Product Owner and Product Manager. Let us understand the difference between the two.A Product Manager is a high-level role that has responsibilities for the entire product lifecycle. The role starts by focusing on customer discovery to product delivery. The product manager will drive the overall product strategy. This is a multidisciplinary role and is very strategic in nature.  The product owner works primarily with the production team to ensure that the development team develops a product that is aligned with the product roadmap.To summarize, the product manager decides on what products to build next, and the product owner coordinates with the development team to build these products.What are the challenges a Product Owner comes across?Below are the major challenges a Product Owner is more likely to come across:1. Missing product road map2. High-level acceptance criteria3. Spending too much time dealing with product support instead of grooming the backlog4. Changing priority while sprint is in progressProduct Owners can escape these usual snares by working around the product road map, centering on high-value backlog items, defining crisp acceptance criteria, concentrating on grooming quality backlog item, and avoiding disturbing sprints.What is the learning path for a Product Owner role?Are you a business analyst who is now unable to figure out his / her new duties as Product Owner? Are you looking to venture into a Product Owner role? Or are you looking to clear your understanding of Scrum Framework and understand the Product Owner role? Then embark on this journey with us in becoming a great Product Owner.Why should you go for a CSPO certification?  Every high-functioning Agile team has a well-trained Product Owner making critical product decisions. A Certified Scrum Product Owner® (CSPO®) is one such certification that helps holders become successful product owners by training them on aspects of on-time delivery of high-value releases and maximizing the ROI. The globally recognized CSPO certification, therefore, is a career-defining credential for anybody willing to take up the challenging role of a Product Owner on a Scrum team in an organization.Increasing Demand for CSPO® Certified Professionals The industry today is ripe with endless opportunities for Product Owners. With 90% of modern teams using Scrum, the demand for Certified Scrum Product Owners has seen a steep rise. Their presence on an Agile team is guaranteed to ensure early ROI while maximizing business value.Scrum Alliance  underlines the importance of Product Owners as follows:38% of the Product Owners act as an intermediary and are responsible for maintaining relationships with the Stakeholders.24% of the Product Owners set project business priorities and work directly with the customers.15% of the Product Owner work directly with the Scrum team.The Future of a Product OwnerA Product Owner is indispensable for the Scrum teams. This role can be compared to that of a deeply rooted tree which has a firm foundation on the product side and provides vision, approach, and planned execution on the outer side. The product owners carry the ownership of the product in terms of quality and delivery as per the expectations set with the stakeholder.A Product Owner needs to have an all-inclusive view of the product along with all the other factors like business understanding, go to Market, organizational readiness, and product capabilities. All of these should be collectively managed, coordinated and aligned to drive product success.Product Owner Training:  Be an efficient Product Owner to raise product value & manage product backlog effectively!  Get trained by Scrum Alliance approved Certified Scrum Trainers® (CSTs)  Get certified from the globally acclaimed accreditation body, Scrum Alliance  Earn 16 PDUs and SEUs in just 2 days  Excel in addressing challenges through Scrum as an effective Product Owner  Advance your knowledge with an experiential learning format  Get Free E-learning Access to 100+ courses  The Scrum Product Owner Certification from the globally renowned Scrum Alliance endorses and validates your Scrum expertise while enabling you to take on the Product Owner role and responsibilities with dexterity, as you lead successful projects and ensure high-velocity releases of marketable products. 
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