Solid frameworks for product owners and product managers to ground their work squarely in the customer needs and products they are delivering.

1. Kevin Rosengren
Principal Consultant, Applied Frameworks
@KRosengren
Scrum Gathering 2018
Product Owners with a Product Mindset

2. 2
What does a product mindset mean
to you?
Question:

3. 3
I’m a Product Guy…

4. 4

5. 5

6. 6
Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan
The Agile Manifesto gives us a hint… or two

7. 7We leverage Our Teams to deliver business value

8. 9
The minimum plan necessary to start a Scrum
project consists of a vision and a Product Backlog.
The vision describes why the project is being
undertaken and what the desired end state is.
– Ken Schwaber, 2004
“
’’

9. 10
Daily
Sprint
Strategy
Portfolio
Product
Release
Leaders
Product
Owners
ScrumTeam Years
Quarters to Months
Weeks
Glue
Tactics
Strategy
We use the “Planning Flame;” connecting the Strategy, Glue & Tactics
Strategic
Themes
Budgets
Product Vison
& Roadmaps
Release Plans
Sprint Backlog
Risks &
Impediments
Product
Backlog

10. 12
Strategy
Tactics
Glue
Longer–term Holistic
Shorter-term Focused
Product
Vision
Product
Purpose
Why
Roadmap
User Story map
Backlog
Release Plan
Sprint
Business Model Canvas
Business Drivers
Lean Canvas

11. 13
Innovation Games bring serious fun to work!

12. 14
Strategy
Tactics
Glue
Longer–term Holistic
Shorter-term Focused
Product
Vision
Product
Purpose
Why
Roadmap
User Story map
Backlog
Release Plan
Sprint
Business Model Canvas
Business Drivers
Lean Canvas
Prune the
Product Tree
Buy a
Feature
Speed Boat
Start
Your Day
Me and
My Shadow
Whole
Product
Vision
Box
Research

13. 15
Let’s put them into practice…

14. 16
Goal:
• Articulate a vision
• Identify the most exciting, sellable
features
Activity:
• Imagine you are selling your product at
a tradeshow/market
• Innovation Games®
• New team member or boss
• The ideal…
• Design the box YOU would want to buy
• Add anything you want: pictures,
slogans, price, ingredients, usage ideas
• Sell the box back to us
Product Box

15. 17
• Company Name
• Brand Name
• Benefits
• Description
• Incentive
• Use your box to sell your
service
Product Box

16. 18
ALSO: Mission By Differentiation
For target customer who has customer need,
service name is a market category that key
benefit for the customer, unlike competitors or
current situation, the product’s unique
differentiator.

17. 19
Prune the Product Tree
Goal:
• Generate lots of ideas, potentially some wacky
ones
• Tap into creativity and knowledge of others
• Gain general priority on your product
Activity:
• Create as many ideas for growth as you can;
small or large
• Place ideas on the tree:
• Apples = new features, services
• Think about growth over time
• Nearer trunk = sooner; farther from trunk = longer
• Roots = process and infrastructure
• Trash = Rotten apples, current products, processes,
etc. that you want to get rid of
• Wagon = Take low-hanging fruit to market

18. 20
ALSO: Collaborative Roadmapping
Q1 Q2 Q3 Q4 Q1
Market Map
Features and
Benefits
Technical
Architecture
Market
Events and
Rhythms
Schedule
Milestones
What market
segments are we
targeting?
What do
customers
want in the
next release?
What
technology do
we need to
support new
features?
When and how
often should we
ship?
What marketing
events can drive
awareness,
adoption and new
customers?
How will
we
grow?

19. 21

20. 22
Story Rounding
Format:
As a ______________
I want/need ________
So that ____________
Goal:
• Rapidly create backlog items
• Evolve crazy stories into awesome new stories
Activity:
• Gather a group around a table
• Start with a stack of blank 3X5 index cards
• Begin each card by writing the first part of a user
story.
• When finished pass to the right
• Take the card from the left and complete the
next part of the user story, pass right
• Take another card from the left and complete the
user story. Completed cards go in the center
• Start a new card; pass right

21. 23
ALSO: 20/20 Vision
Goal:
• Prioritize features and backlogs
Activity:
• Start by writing one feature each on large index
cards.
• Shuffle the pile and put them face down.
• Take the first one from the top and put it on the
wall. Take the next one and ask your customers
if it is more or less important than the one on the
wall.
• Place it above or below, depending on its
relative importance.
• Repeat this with all of your feature cards.

22. 24

23. 26
Product Owners
Awesome Lego Image from SwiftlyAgile.com
Product Minded
Product Owners
=

24. 27
Your ticket out…
• What’s one thing that
inspired you today?
• What’s one thing you
are going to do
differently?
@appliedframewks

25. 28
Thank you!
Kevin Rosengren
krosengren@AppliedFrameworks.com
@Krosengren @appliedframewks
(919) 710-8626