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The Professional
Product Owner’s Guide to Maximizing Value with Scrum

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We believe that agile is more than just working in iterations, doing a daily standup or writing a unit test after the fact.
We believe that people are the most important part of a successful project and that we should focus on ways to enable them.
We believe that the world of knowledge workers is changing faster than ever. Only by harnessing the skills of each individual and giving them trust, technology companies will be able to survive.
We believe that we have to address our current believe system and that we need to challenge everything.

Upcoming trainings

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Upcoming events

    Agile by Example 2020

    Start date: October 6, 2020

    End date: October 7, 2020

    Location: Warsaw, Poland

    Keynote TBD

    Agile in Africa 2020

    Start date: October 21, 2020

    End date: October 23, 2020

    Location: Accra, Ghana

    A short History of Digitalisation
328 Trainings
4627 Students
12 Countries
4 Continents
Agile became popular in 1998 with eXtreme programming (XP). The agile XP engineering practices are crucial for longterm technical success and each team member needs to practice them. Scrum is a very effective management framework to create the best possible product in a complex environment in a given time frame.
To be really effective agile, both worlds XP and Scrum need to be combined. Once your teams are cross-functional, self-organizing and able to write clean, tested and releasable code, then your executive teams are free to focus on the more important aspect: the value stream. What generates your value and how can you maximize it? How can you really have an impact on your ROI and TCO?
effective agile. has over 11 years of agile experience ranging from portfolio management to running effective Scrum teams down to state of the art agile engineering practices. effective agile. provides you with a holistic approach.
Best practices
effective agile. works closely together with and Ken Schwaber, one of the two fathers of Scrum. Ralph Jocham is Europe’s first Professional Scrum Master (PSM) trainer and co-developed the Professional Scrum Developer (PSD) for Java training. Ralph is personally trained by Ken and works closely with him.

effective agile. training offerings include:


Professional Scrum Foundations; Fundamental Scrum training


Professional Scrum Master; Advanced training for Scrum Masters


Professional Scrum Product Owner; Advanced training for Scrum Product Owners

PSD (Java)

Professional Scrum Developer; agile Team based training for Scrum Developers with Java
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Ralph Jocham

Ralph Jocham is founder of effective agile. an agile consulting company. He works there globally as an agile change agent helping customers of various business domains to improve their productivity, quality and throughput by using agile practices.  Currently, Ralph's main focus is targeted towards enabling management to understand agile and see how Scrum will benefit them in their given context. 

Ralph co-designed the Professional Scrum Developer (Java) course and is Europe’s first Professional Scrum Master Trainer for since 2010.

The book The Professional Scrum Product Owner was written by Ralph Jocham and Don McGreal.

Book Cover

Ralph has over 20 years of global (DE, UK, USA, CH) development experience in various technologies and blue chip business domains. Ralph believes that state of the art development practices and a clear business value focus are crucial for the ROI.

Before founding effective agile. he worked for Zühlke in Switzerland, ThoughtWorks in San Francisco, USA and Oracle in the UK.

You can read more about Ralph Jocham at

Upcoming courses by Ralph Jocham

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We will assess your current situation and understand your immediate needs
  • Where is your agile transformation currently
  • Technical Excellence
  • Technology and Tooling
  • Scrum and Management
  • Portfolio Management


We will tailor a specific training agenda to your individual needs
  • – PSF, PSM, PSPO, PSD (Java)
  • Management 3.0
  • Unit Testing / Test Driven Development (TDD) with JUnit, etc.
  • Acceptance Test Driven Development (ATDD) with FITnesse, JBehave, etc.
  • Scrum Quickstart, 2-4 hour introduction
  • Agile Testing, 2 hour introduction
  • Effective Retrospectives
  • Pay it Forward Scrum Training, essential ‘free’ PSM trainings for students


We will provide coaching along your agile journey from on-site to touch up
  • Agile Quickstart
  • Agile Transition
  • Agile Product Portfolio
  • Agile Project Liftoff (Agile Chartering)
  • Agile Offshoring support for Distributed and Dispersed Teams
  • Raising the development skill set bar
  • How to screen and interview for the best talent

Upgrade your business to another level

Get in touch

Continuous improvement. Competitive advantage.

Scan the annual reports of well-known public companies today and “lack of agility” will be listed high among the risk factors many are facing. Such indeterminate exposure is unsettling for investors. When a company lacks the ability to quickly adapt to changes in the marketplace, its future earnings are uncertain. But how to shift from a “business as usual” mindset to one of agility? A productive starting point is to identify where within an organization agility is already being practiced– and showing tangible results. For a growing number of organizations, such success can be clearly quantified within software development teams practicing Scrum. Their iterative and transparent work style is consistently delivering higher quality software on more disciplined release schedules to greater customer satisfaction. But agility cannot continue to thrive in a vacuum. Its widespread adoption needs to be fostered by the organization as a whole. Effectively scaling agility requires that the effort and productivity come from the bottom up and its strategy and championing come from the top down. Agility PathTM does both. Agility PathTM is a framework developed by to help managers align a company’s key domains (product development, sales, marketing, finance, customer support, et al) into teams that work nimbly with one another. Collectively, these teams create an agile organization. Their common goal is incremental, quantifiable, and continually improved upon benchmarks of success. These incremental successes yield increased competitiveness and greater ROI over time. “Lack of Agility” is dropped as a risk factor on the annual report, and investors regain confidence.

Our team

Ralph Jocham

Ralph Jocham

Founder and CEO

Ralph started his career with ISO GmbH 1997 in Germany where he worked as a programming consultant for START in Frankurt and Siemens Medizintechnik in Erlangen. In 1998 he joined Oracle Corp. in Reading, United Kingdom working on JDeveloper. Two years later he moved to the USA and consulted in downtown Manhattan for Spherion Technologies.

Ralph later relocated to Silicon Valley to help Applied Biosystems (now Life), a leading biotech life science company to transition to Agile. Early in 2007 he joined ThoughtWorks, a worldwide leading agile consulting company as an agile coach. During his time at ThoughtWorks his clients included, The Gap, Inveneo, LinkedIn, Google and Roche Pharmaceuticals.

In late 2009, Ralph moved to Bern and joined Zühlke Engineering to help kickstart their agile offerings. In 2011 he founded effective agile. Ralph is a lecturer at the University of Applied Sciences in Bern, where he teaches an agile living case in the medical technology department.

He is a SwissICT core member for the LAS (Lean, Agile, Scrum) group for which he co-organizes the Agile Breakfast in Bern, an open platform for agile exchange and networking.

He is an XP follower and ‘test infected’ since 2000, a CSM (2005), a CSP (2008) and a senior Scrum trainer with since 2010 and Management 3.0 facilitator since 2014.

He blogs at Agile Tips with Paulo Caroli, a friend and former colleague.

Ralph is lucky enough to call his passion his job. During his international years as a software developer at various blue chip companies, he could excel his technical excellence, which he is continuously keeping up to date. At least as important as his technical aspects, Ralph really enjoys to work with people and to enable them to reach their best. Working as a programmer, coach and trainer is a combination of his passions.

After reading eXtreme Programming explained in 2000, he found his calling, and since then is relentlessly pursuing his goal to improve the world of software development.

He relaxes with his wife and two daughters and with sports and occasionally with a glass of red wine. He blogs at Agile Tips with Paulo Caroli, a friend and former colleague.

Marc Hofer

Marc Hofer

Agile teacher

Marc is a solid Software Engineer with more than 15 Years of experience on big and small projects. As a tech lead and coach he usually tries to take on roles which involve hands-on coding with a team as well as helping the management team understand how modern software development is done in an effective way. His ability to clearly communicate and act on multiple levels allows him to bring engineering and management closer together and therefore unlock a lot of potential – and value for the customer.

An apprenticeship as software developer marked the start of Marcs career, followed by degree from university of applied science in Biel. His work experience mostly stems from large organisations, but quickly changed when he joined Zühlke in Switzerland where he was exposed to a wider range of different projects. Moving to London and joining Thoughtworks marked another big step in his career as he not only got to work in different countries (UK, Ireland, Germany, India…) but also learned first hand from some big names of our industry as well as some book authors like Barry O’Reilly, Kief Morris etc.

Back in Switzerland, Marc likes to see himself as a simple software developer who still likes to write code every day. In reality, due to his vast experience especially in agile software development, DevOps and Continuous Delivery, he usually is involved in all sorts of very senior software delivery roles which go beyond just writing code.


Scrum Coaching – Bern, January 2011-July 2012

I have worked closely with Ralph from early 2011 until mid 2012. He was our Agile Coach in a greenfield software development project. During a first phase Ralph took a Scrum Master role to ramp up the newly founded team. Later he supported the team scaling process, successfully doubling team size. Additionally he guided the client organization in the transition from phase-oriented, milestone-based thinking towards the delivery of value-optimized, working product increments. Ralph continuously demonstrated great empathy towards the team. His widely varied agile retrospectives were a highlight of our two-week sprints! He also facilitated hugely successful product visioning and team building workshops. Ralph’s extensive knowledge of agile methodologies and experience in continuous deployment strategies were immensely helpful in driving organizational change. He knows how to combine modesty and perseverance, ultimately convincing management as well as broadening team impact. It was a pleasure working with Ralph and I look forward to our next professional encounter.

PSM Athens

Ralph is an excellent partner. He delivered already 3 times the Professional Scrum Master course for our company with great success. I happened to join his last course and I feel he is also an outstanding Scrum Instructor. He had the right answers for any question we had. He managed to turn our class into teams working well together. Both his training and working experience in Agile practices were obvious during the course. His training approach made us feel comfortable. At the end of the course and during the exam I felt that I had all the required knowledge and not only tricks to pass the exam. Thanks a lot Ralph!

Stamos Mazarakos

PSM – Zürich

Ich fand es super, wie der Trainer das Wissen in visualisierter Form vermittelte.

Oscar Genovese

PSPO Zürich

What made Ralph´s PSPO training unique is the fact of his vast practical knowledge. It’ rare that you can get such quality and dedicated time from a true subject matter expert as Ralph.
After the training, it is just about thoroughly reading his book to get well-prepared for the exam. Hitting above 90% shouldn´t be an issue.

Daniel Dolz

Scrum Coaching – Bern, April-September 2010

Ralph Jocham introduced Scrum into our team. The project he coached was developing software to manage the nursing processes in a clinical management system. Ralph trained me in my role of the Product owner and a colleague as the future Scrum Master. His roll-out of Scrum and his initial role of being the Scrum Master was paramount for the success of the project and still is. Furthermore, he not only trained the development team in Scrum but also in the technical practices of XP and emergent Design.
He also helped management to introduce agile practices into their process of portfolio management.
This project was successfully completed and is now improving the way patient care is being performed in various swiss hospitals.

Yves Aeschbacher,

PSM – London

Probably the best course I have been on in my 15 years at JPMorgan.

PSM Utrecht

Ralph is an awesome Scrum trainer. He combines extensive real life experience with thorough knowledge obtained through different practices, books and other written sources. If it’s written, Ralph knows it  🙂 For this reason Ralph always seems to know why something is done in a certain way. His way of training is very interactive and stimulating. In the end of the day I left with a lot of energy.

Martijn Buisman

PSM London

Ralph is a very engaging presenter and made the Scrum material easy to digest and remember. The quality of the visual aids and interactive segments was very good. We started some of the ideas that we learnt the very next day.

Greg Reynolds

PSM – Utrecht

I personally enjoyed the training you gave. You are able to tell about the framework with such enthusiasm that it is very interesting to follow the course, and that the information sticks with you. I could see you yourself are very skilled in SCRUM and really believe in its working, and because of this you made me enthusiastic as well.

Mark Walstra,

PSM Zürich

Ich fand den Kurs persönlich sehr wertvoll. Es tut sehr gut, mal bewusst aus dem Arbeitsalltag herauszutreten und auf der Meta-Ebene mit etwas Distanz zu beachten, was man eigentlich macht bzw. wie man es macht. Ich konnte auf jeden Fall einige Inputs für mein Daily Business mitnehmen.

Kompliment an dich für die didaktisch absolut top herübergebrachten Inhalte. Dass du inhaltlich zu 110% verstehst von was du sprichst, muss ich nicht erwähnen. ????

Werde den Kurs wärmstens weiterempfehlen!

Jonas Höltschi

PSM – Albstadt-Ebingen

Das Professional Scrum Master Intensivtraining ist sehr interessant und lehrreich. Durch eine kurze Einführung in die Fachbegriffe sowie in die Grundideen und Grundgedanken von Scrum, werden Erfahrungen aus der Arbeitswelt herangezogen um einen guten Praxisbezug in das Arbeiten mit Scrum zu bekommen. Es werden mehrere kurze Übungen im Team von wenigen Minuten in das Training eingebaut, um das Gelernte direkt umsetzten und verstehen zu können. Dadurch wird der Kurs interaktiv und lebendig. Es ist ein Kurs in dem alle zum Mitmachen angeregt werden und beinahe spielerisch die Arbeitsweise mit Scrum lernen. Alles in allem war das Professional Scrum Master Intensivtraining ein hervorragend gelungenes Praxisseminar. Vielen Dank Ralph Jocham, für das tolle, interessante und lehrreiche Intensivtraining! Gerne wieder.

Markus Kaupp,

PSPO Zürich

Die Mischung aus Übung und Theorie hat gepasst.

Gabriela Zimmermann

PSPO – Utrecht

Thanks for the two day training period, it was very useful for me, I had been reading a lot about it, but the practical knowledge and insights during the training really helped me. It’s the bridge between theory and practice, which made the training very useful for me personally.

Michael Busch,

PSM – Zürich

Der Kurs war spannend für mich und hat mir neue Möglichkeiten im Betrieb aufgezeigt. Vielen Dank.

Marcel Fiedler

PSPO — Melbourne VIC

Ralph was an excellent trainer in the Scrum Product Owner training our team recently attended. The structure of the training was very well thought through – a great balance of theory, real world examples and practical activities to complete during the session. It made a big difference listening to someone with so much industry experience in applying agile – it gave our team great insights into what we need to consider and implement as part of our team. I highly recommend Ralph and the suite of agile sessions to any individual or organisation!

Krystle Kocik, Melbourne

PSD (Java) Train the Trainer – Sao Paulo

From Ralph’s very first email contact with me through to the end of the class, Ralph showed a *lot* of passion for scrum and agile practices – and I think as an instructor people need to have that. Stories of Ralph’s experiences were excellent and appropriate too. Ralph also recognized the level of experience across all of the students and facilitated discussions well, so that everyone could relate their own experiences. Those discussions, experiences, similarities, and differences were some of the most important things I took from the class.

Gary Pedretti,

PSM Bern

Must see!
Ralph ist ein toller Trainer! Das Thema Scrum hat er mithilfe seiner Unterlagen und Illustrationen sowie Übungen sehr gut erläutert und nähergebracht.
Sein sehr umfangreiches Know-How aus diversen Projekten lässt er gekonnt in den Unterricht einfliessen und zeigt verschiedene Wege auf wie man Scrum erfolgreich ein- und umsetzt.
Praxisnähe ist garantiert.
Danke für den super Kurs Ralph!

Radek Stasiak

PSPO – Bucharest

Ralph has proven to me, in a period in which I’m more disappointed than ever about what professionalism means, that there are people that know what they are talking about.

Radu, Curtenanu,

PSPO Vevey

I’m happy to share the outstanding experience I had during the Professional Scrum Product Owner course facilitated by Ralph. He’s passionate, extremely knowledgeable and also able to convey the subject matter in interesting and engaging ways.
I would highly recommend Ralph if you are seeking to gain a deeper understanding of Scrum and Product Ownership.

Raymond Newby

PSM – Bern

Ich fand super, wie der Kursleiter seine Erfahrungen eingebracht hat. Auch der Austausch mit den anderen Kursteilnehmern war sehr wertvoll.

Hans-Peter Schmocker

PSM Utrecht

Ralph, thanks for an excellent course, based on experience, drive, teaching skills and, last but not at least, thorough subject matter knowledge.

Gijsbert Bak

PSPO – Utrecht

Its been a while since a training gave me energy instead of draining it, so thanks Ralph!

Femke Roders,


Ralph and I have worked together on Scrum over the last several years. I can highly recommend him to anyone who wants to apply Scrum to gain agility. He is knowledgeable both in management practices, as well in the best ways for developers to work within a Scrum environment.

Ken Schwaber, Inventor of Scrum,

PSM – Zürich

Ralph Jocham hat in den zwei Kurstagen anhand vieler realitätsnaher Übungen und plakativen Beispielen aus seiner Praxis gezeigt, dass Scrum bei der Entwicklung resp. Weiterentwicklung eines Produkts entscheidende Vorteile gegenüber einem Phasenmodell bietet. Und dies sowohl für die Kunden, den Product Manager, das Entwicklungsteam als auch für den Betrieb. Ralph Jocham ist bei der Vermittlung des Stoffs gut auf die Fragen der Kursteilnehmer eingegangen, so dass am Ende des Kurses für mich nicht nur die Theorie, sondern auch die mögliche Umsetzung und Anwendung entscheidend an Klarheit gewonnen hat.

Pascal Zohren


Ralph hat den es geschafft in einer entspannten Atmosphäre das Thema PSPO auf professionelle Art und Weise zu vermitteln. Unterlegt hat er sein Wissen mit vielen wertvollen Anekdoten aus seiner breiten internationalen Praxiserfahrung.

Ich habe sehr viel mitgenommen an Wissen & Begeisterung!

Nochmals herzlichen Dank Ralph!

André Baumeler

PSM Mainz

Had a fantastic Scrum training this week by trainer Ralph Jocham.

Insightful, Inspiring, Passionate, Highly Recommended!

PSM Utrecht

Had a wonderful Professional Scrum Master training this week by trainer Ralph Jocham who really knows how to explain things.
Showing material from the projects he himself worked on made things very clear.
Engaging, Insightful, Inspiring, Passionate, Highly Recommended!

Really enjoyed.
Thanks Ralph.

Peter Ansbach

PSF – Novi Sad

I just wanted to say thank you for your lectures on Scrum and to tell you that i have taken the PSM I exam and scored 91%! 🙂
Thank you very much and thank you for preparing me for it.
Your lectures were straightforward, illuminating and well devised.
Thank you again

Darko Bodiš

PSM – Bern

Nochmals vielen Dank für deinen Kurs. Deine Referenzen und Hinweise aus der Praxis unterstreichen hervorragend die Praxis-Relevanz, die mir zwar mittlerweile mehr als klar ist, aber trotzdem die ganze Veranstaltung sehr viel glaubwürdiger erscheinen lässt, als ich es bei anderen Veranstaltungen zu Scrum bisher erlebt habe.

Gilles Iachelini,

PSM – Gouda

Ralph proved to be a great person with in-depth theoretical and practical knowledge of Scrum. He diligently answered all the questions from the students. Moreover, he elaborated the answers with practical examples. After day 1 of the course, we talked for about an hour about scaling scrum outside IT. Thanks for a solid, high-quality training.

Rob van Lanen

PSM – Chișinău

It was a very useful training. I am going to subscribe your blog. Thank you again for the very useful and wonderful two days.

Alexandr Lipov,

PSM – Zürich

Besten Dank für Deinen Scrum Kurs. War eine Super-Sache, sehr interessante Materie, gut vermittelt und ich konnte gut folgen. War kaum je bei einer Schulung so bei der Sache.

Peter Meier
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