Practical Product Management for Product Owners: Creating Winning Products with the Professional Product Owner Stances

Master Agile Product Owner Behaviors that Lead to Marketplace Winners!

Organizations pour vast resources into building new products and services. Yet too many are poorly conceived, don't delight (or even satisfy) customers, and fail in the marketplace. The solution is more effective agile product ownership and product management. This book is an expert guide to the behaviors, stances, and practices of world-class agile product development, reflecting deep in-the-trenches experience from world-renowned experts.

Chris Lukassen and Robbin Schuurman introduce powerful tools, ideas, and skills for delivering superior products and services, and for avoiding pitfalls that keep you from seeing what customers really need and want. Learn through a start-to-finish, Scrum-based case study, drawing on concepts the authors created for their breakthrough Scrum.org Professional Scrum Product Owner-Advanced (PSPO-A) training course. This innovative approach has already helped thousands of product owners excel--and it can transform the way you create products.

• Replace negative product owner behaviors with approaches that lead to excellence
• Represent customers more empathetically and effectively
• Connect customers, values, and features more coherently
• Tell better stories, set clearer goals, and create more valuable roadmaps
• Innovate business models, run better experiments, and scale products more successfully
• Make more successful decisions, involve the right people, and rely on better data
• Become a great agile collaborator, across governance, budgeting, contracting, and beyond
• Influence customers, users, stakeholders, and teams to improve your overall effectiveness
• Optimize every organizational role related to product ownership

Product owners, managers, and team leads will find this guide indispensable along with Agile/Scrum coaches, consultants, and executives wanting to generate more value from product management across the organization.

掌握引領市場成功的敏捷產品負責人行為！

組織投入大量資源來建立新產品和服務。然而，太多產品構思不佳，無法讓客戶滿意（甚至無法滿足客戶需求），在市場上失敗。解決之道是更有效的敏捷產品負責人和產品管理。本書是一本專家指南，介紹世界一流敏捷產品開發的行為、態度和實踐，反映了世界知名專家的深入實戰經驗。

Chris Lukassen和Robbin Schuurman介紹了交付優質產品和服務的強大工具、理念和技能，以及避免阻礙您了解客戶真正需求和期望的陷阱。通過一個從頭到尾的基於Scrum的案例研究學習，借鑒了作者為他們的突破性Scrum.org專業Scrum產品負責人-高級（PSPO-A）培訓課程創建的概念。這種創新方法已經幫助成千上萬的產品負責人取得卓越成果，並且可以改變您創建產品的方式。

• 用引領卓越的方法取代負面的產品負責人行為


• 更具同理心和效果地代表客戶


• 更有條理地連接客戶、價值和功能


• 講述更好的故事，設定更清晰的目標，創建更有價值的路線圖


• 創新商業模式，進行更好的實驗，更成功地擴展產品


• 做出更成功的決策，讓合適的人參與其中，依賴更好的數據


• 成為一個優秀的敏捷合作者，跨越治理、預算、合約等範疇


• 影響客戶、用戶、利益相關者和團隊，提高整體效能


• 優化與產品負責相關的每個組織角色

產品負責人、經理和團隊領導者將會發現這本指南與敏捷/Scrum教練、顧問和高管一起，對於在整個組織中產生更多產品管理價值是不可或缺的。

Chris Lukassen has been active in product management for 20+ years, and co-created Scrum.org's Professional Scrum Product Owner - Advanced course. He currently trains product managers in Scrum, leadership, user experience, and metrics. Robbin Schuurman is a product leader, consultant, Professional Scrum Trainer, and leader of Xebia's Product Management Academy. He supports organizations in digital, agile, and product transformations; and helps product owners grow customer impact, improve agility, and shorten time-to-learn. Lukassen and Schuurman co-founded The Value Maximizers.

Chris Lukassen在產品管理領域已經有20多年的經驗，並共同創建了Scrum.org的專業Scrum產品負責人-高級課程。他目前在Scrum、領導力、用戶體驗和指標方面培訓產品經理。Robbin Schuurman是一位產品領導者、顧問、專業Scrum培訓師，並且是Xebia的產品管理學院的負責人。他支援組織進行數字化、敏捷和產品轉型，並幫助產品負責人提升客戶影響力，改善敏捷性並縮短學習時間。Lukassen和Schuurman共同創辦了The Value Maximizers。