Contents

  1. Foreword by Dave West

  2. Introduction

  3. Acknowledgments

  4. About the Authors

  5. Part I The Stances of the Product Owner

    1. Quick Quiz

  6. Chapter 1 Agile Product Management

    1. Is It Product Owner or Product Manager?

    2. What Is Product Management?

    3. Working in a Product-Led, Sales-Led, or Marketing-Led Organization

    4. What Is a Product Owner?

    5. Different Types of Product Owners

      1. The Scribe

      2. The Proxy

      3. The Business Representative

      4. The Sponsor

      5. The Entrepreneur

  7. Chapter 2 Introducing the Product Owner Stances

    1. The Misunderstood Stances of a Product Owner

      1. The Clerk

      2. The Story Writer

      3. The Project Manager

      4. The Subject Matter Expert

      5. The Gatekeeper

      6. The Manager

    2. The Preferred Stances of a Product Owner

      1. The Visionary

      2. The Collaborator

      3. The Customer Representative

      4. The Decision Maker

      5. The Experimenter

      6. The Influencer

  8. Part I Summary: The Stances of the Product Owner

    1. Key Learnings and Insights

      1. Quick Quiz Review

    2. Want to Learn More?

  9. Part II The Customer Representative

    1. Quick Quiz

  10. Chapter 3 How to Identify and Define Product

    1. Introducing the Customer Representative

    2. What Is a Product?

  11. Chapter 4 Building Customer Empathy

    1. Talking to Customers

    2. Observing Customers

    3. Effectively Dealing with Biases When Collaborating with Customers

  12. Chapter 5 Capture Your Customer Insights via Personas

    1. User Personas

    2. Creating Personas

  13. Chapter 6 Identifying and Expressing Customer Value

    1. The Functional Elements of Value

    2. Emotional Elements of Value

    3. Life-Changing Elements of Value

    4. Social-Impact Element of Value

  14. Chapter 7 Connecting Product Features to Outcomes and Impacts

    1. Connecting Goals, Impacts, Outcomes, and Features

  15. Part II Summary: The Customer Representative

    1. Key Learnings and Insights

      1. Quick Quiz Review

    2. Want to Learn More?

  16. Part III The Visionary

    1. Quick Quiz

  17. Chapter 8 Creating and Communicating Product Vision

    1. Introducing: The Visionary

    2. Connecting the Product Vision to the Company Mission, Vision, and Values

    3. A Product Vision Aligned with the Company Mission and Vision

    4. Elements of an Inspiring Product Vision

  18. Chapter 9 Communicating the Product Vision Effectively

    1. The 3×3 Storytelling Framework

    2. The Power of Reasoning

    3. Make It SEXI

  19. Chapter 10 Crafting Product Goals That Align Stakeholders and Teams

    1. What Is a Product Goal?

    2. Characteristics of Great Product Goals

    3. How to Create Product Goals

    4. Inspect and Adapt Product Goals

    5. Having Multiple Product Goals: Is That an Option?

  20. Chapter 11 Creating the Right Product Roadmap for Your Audience

    1. Introduction to Product Roadmaps

    2. Types of Product Roadmaps

    3. Roadmap 1: The Goal-Oriented Roadmap

    4. Roadmap 2: The Now-Next-Later Roadmap

    5. Roadmap 3: The User Story Map

    6. Roadmap 4: The Visual Roadmap

    7. Roadmap 5: The Gantt Chart Roadmap

    8. Eleven Tips for Roadmap Creation

  21. Chapter 12 Identification of Company Value and Impact

    1. Understanding Company Value and Impact

    2. Expressing Company Impact

    3. Key Value Area 1: Current Value

    4. Key Value Area 2: Unrealized Value

    5. Key Value Area 3: Time to Market

    6. Key Value Area 4: Ability to Innovate

  22. Chapter 13 Maximizing Value through Effective Pricing Strategies and Tactics

    1. Introduction to Product Pricing

    2. The Product Pricing Process

      1. Step 1: Inspection of Inputs

      2. Step 2: Inspection of Current Company Goals

      3. Step 3: Selection and Setting of the Pricing Strategy

      4. Step 4: Selection and Setting of Pricing Tactics

      5. Step 5: Adaptation of Prices, Tools, and Communicating Changes

  23. Part III Summary: The Visionary

    1. Key Learnings and Insights

      1. Quick Quiz Review

    2. Want to Learn More?

  24. Part IV The Experimenter

    1. Quick Quiz

  25. Chapter 14 Driving Inside-Out Product Innovation

    1. Introducing: The Experimenter

    2. Inside-Out Innovation Sources

      1. Sales

      2. Customer Support

      3. Account Management

      4. Research and Development

      5. Executives

      6. Market Analysts

  26. Chapter 15 Driving Outside-In Product Innovation

    1. Outside-In Innovation Sources

    2. Market Segmentation

      1. People Who Bought Your Product

      2. People Who Bought a Competitor’s Product

      3. People Who Haven’t Bought a Solution

  27. Chapter 16 Thinking Differently: Driving Business Model Innovation

    1. Market Analysis and Trends

    2. Getting Inspiration from Other Companies

    3. The Impact on Your Business

    4. The Return of the Business Model Canvas

  28. Chapter 17 Selecting Product Experiments to Run

    1. The Truth Curve: Select the Right Experiments and Tests

    2. Experimentation Techniques Explained

      1. Technique 1: Paper Prototyping

      2. Technique 2: Preorder Page

      3. Technique 3: Explainer Videos

      4. Technique 4: Landing Pages

      5. Technique 5: Feature Fake

      6. Technique 6: Concierge MVP

      7. Technique 7: Wizard of Oz

  29. Chapter 18 How to Design and Evaluate Experiments and Tests

    1. Defining Hypothesis

    2. Capture Learnings

  30. Chapter 19 Approaches for Scaling Successful Products and Teams

    1. Scaling Approaches for People and Teams

    2. Typical Antipattern for Scaling People and Teams

    3. A Better Approach for Scaling People and Teams

    4. Approaches to Scaling the Product or Service

    5. Focus on the Product First, Then on People and Teams

    6. Eight Effective Strategies for Scaling a Product

    7. How Product Owners Contribute to Product Scaling

  31. Part IV Summary: The Experimenter

    1. Key Learnings and Insights

      1. Quick Quiz Review

    2. Want to Learn More?

  32. Part V The Decision Maker

    1. Quick Quiz

  33. Chapter 20 Improving Accountability, Maturity, and Authority

    1. Introducing: The Decision Maker

      1. Product

      2. Product Goals and Objectives

      3. Budget

      4. Value

      5. Marketing and Branding

      6. Pricing

      7. Tools and Technology

      8. Release Process

      9. People and Teams

      10. Product Backlog Management

      11. Managing External Parties and Vendors

  34. Chapter 21 Evaluating Your Product Decisions

    1. Product Management: A Game of Poker or Chess?

      1. A Quick Game to Test Your Decision-Making Skills

    2. Evaluating Decisions in an Honest and Transparent Way

  35. Chapter 22 Make Better Decisions: Thinking in Bets

    1. The Buddy System or Decision Pod

    2. Accepting Uncertainty in Decision Making

  36. Chapter 23 Navigating Product, Process, and Team Dilemmas and Decisions

    1. Making Choices

    2. Navigating Dilemmas

  37. Chapter 24 Improving the Speed and Quality of Decisions

    1. The Cost of Delaying Decisions

    2. Fast Decisions Are More Successful than Slow Decisions

    3. Special Snowflake Syndrome

    4. Why You Should Probably Make Decisions Fast(er)

    5. How to Speed Up Your Decision Making

    6. Empowered Product Owners

  38. Part V Summary: The Decision Maker

    1. Key Learnings and Insights

      1. Quick Quiz Review

    2. Want to Learn More?

  39. Part VI The Collaborator

    1. Quick Quiz

  40. Chapter 25 How Agile Governance Affects Product Owners

    1. Introduction to the Collaborator

    2. Introducing Agile Governance

      1. Definition of Corporate Governance

    3. Organizational Governance Entails Many Elements

    4. Effectively Dealing with Governance

  41. Chapter 26 Product Budgeting Done in an Agile Way

    1. Three Horizons

    2. Budgeting Is Like Product Backlog Management

    3. A Strategy and Market Perspective on Budgeting

  42. Chapter 27 Creating Contracts That Enable Great Product Ownership and Teamwork

    1. What Is a Contract?

    2. Who Takes the Risk?

    3. Two-Stage Contracts

    4. Joe’s Bucket

    5. Money for Nothing

    6. Change for Free

    7. Elements of an Agile Contract

  43. Part VI Summary: The Collaborator

    1. Key Learnings and Insights

      1. Quick Quiz Review

    2. Want to Learn More?

  44. Part VII The Influencer

    1. Quick Quiz

  45. Chapter 28 Stakeholder Management in Complex Environments

    1. Introducing: The Influencer

    2. Definition of Stakeholder

    3. Stakeholder Classification/Categorization

    4. Information and Insights to Gather on Stakeholders

    5. The Influence of the Stakeholder

      1. The Interest of a Stakeholder

      2. Discovering a Stakeholder’s Interest and Influence

  46. Chapter 29 Tools for Stakeholder Classification and Grouping

    1. The Stakeholder Map

      1. Stakeholders with Low Interest and Low Influence

      2. Stakeholders with Low Interest and High Influence

      3. Stakeholders with High Interest and Low Influence

        1. Stakeholders with High Interest and High Influence

      4. The Stakeholder Radar

        1. Involvement or Engagement

        2. Attitude

      5. Alternative Stakeholder Identification and Grouping Techniques

  47. Chapter 30 Applying Stakeholder Management Strategies and Tactics in Practice

    1. Creating a Communication Strategy

    2. Tips for Improving Your Stakeholder Management in Practice

      1. Tip 1: Start Saying No to Your Stakeholders More Often

      2. Tip 2: Treat Different Stakeholders Differently

      3. Tip 3: Manage the System, Not the People

      4. Tip 4: Don’t Forget the Customer

      5. Tip 5: Increase Your Authority by Acting Like an Owner

      6. Tip 6: Know Thy Stakeholders’ Interests by Heart

      7. Tip 7: Involve Your Scrum Master

      8. Tip 8: Don’t Be the Carrier Pigeon between the Scrum Team and the Stakeholders

  48. Chapter 31 How to Influence Stakeholders on All Levels

    1. Being a Lyrebird

    2. The Process of Communication

    3. Four Layers of Communication

    4. Building Relationships with Stakeholders

      1. Work on Your Credibility

      2. Drive Decisions for Your Product and Team

      3. Learn about Other Perspectives and Drive Progress toward a Shared Goal

      4. Keep Moving Forward

      5. Escalate Decisions after Doing Your Homework

      6. Share Your Ideas at the Right Time

      7. Get Buy-in by Including People and Collaborating Early On

      8. Build Trust across Teams and Departments

      9. Spend the Time

    5. Adapting Your Tune to Your Audience

      1. Dominant: The Eagle

      2. Influential: The Peacock

      3. Steady: The Penguin

      4. Conscientious: The Owl

      5. A Brief Closing Note on These Four Animal-like Stakeholders

  49. Chapter 32 Mastering the Art of No to Optimize Value Creation for the Product

    1. What Makes Saying No So Hard?

    2. Five Steps toward Saying No Effectively

      1. Step 1: Who

      2. Step 2: What

      3. Step 3: Intention

      4. Step 4: Say No

      5. Step 5: Hear and Be Heard

    3. The Jedi Mind Trick

  50. Chapter 33 Negotiating with Stakeholders, Customers, and Users

    1. Be a Mirror

    2. Label Emotions

    3. Getting to Yes!

    4. How to Tell If a Yes Is Real

    5. Bend Their Reality

    6. Create the Illusion of Control

    7. Guarantee Execution

    8. Bargain Hard

    9. Find the Black Swan

  51. Part VII Summary: The Influencer

    1. Key Learnings and Insights

      1. Quick Quiz Review

    2. Want to Learn More?

  52. Closing Summary: The Stances of the Product Owner

  53. Index

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