![]() To be effective the Product owner needs to go beyond Scrum as the majority of product management work goes beyond scrum. Product development is a (scrum) team sport covering all activities from product strategy to solution discovery and value through to delivery and validation, informed by vision and the Product Goal. The key is to bring stakeholders and developers together with a shared understand around purpose and value for customers. Using agile as a base for product management makes sense as the Product Owner’s accountability is all about value and ensuring that the people doing the work understand the business goals and product vision. When product management (vision) is separated from product ownership (delivery) there is a product management vacuum. ![]() Instead I found projects were driven by plans focused on process compliance rather than value. What was missing for me in the project manager role, was that connection from vision to execution and the focus on value. When I started to hear about agile and this role called Product Owner in Scrum, I was excited as I saw an opportunity to move from a project to a product mindset. The job wasn’t quite the same, it was more about requirements, schedules and budget and less about visioning, value and validation. Nowadays the product manager role in IT industry is common place, but when I first moved into the IT industry 15 years ago, there wasn’t a product manager role and product management wasn’t well understood, it was all about projects. ![]() It was an exciting role and I had the opportunity to launch big global products across Asia Pacific. It was all about product development, clinical trials, long lead times to market, developing modelling for regulatory approval, intense competition to bring new drugs to market, market research, vision and strategy and business forecasting. I started my product management career in the Pharmaceutical Industry 20 years ago.
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