Stance 1: The Visionary

Being a great Product Owner (PO) is more than just managing a backlog or prioritizing tasks, it’s about being a visionary who guides a team towards a common goal, shapes the product’s future, and ultimately drives innovation and success. As a truly great Product Owner, you must be a visionary because you must strongly believe in what you are doing and have confidence that you are doing the right thing with the right people.

Defining the North Star 

A visionary Product Owner sets a clear and inspiring vision for the product. This vision acts as the North Star, guiding the team’s efforts and providing a sense of direction. By defining the “why” behind the product, the PO ensures that every decision aligns with the long-term goals. 

Customer-Centric Approach 

A visionary Product Owner deeply understands the customer’s needs, pain points, and aspirations. They envision solutions that not only address current requirements but also anticipate future demands. This customer-centric approach fuels innovation and creates products that customers didn’t even know they needed. 

Embracing Change 

Change is inevitable in product development. Visionary Product Owners are adaptable and open to change, even if it means revisiting the product’s core vision. They understand that the market evolves, and the product must evolve with it to stay relevant and competitive. 

Storytelling and Communication 

Being a visionary means being an effective communicator and storyteller. A PO must convey the product vision to the team in a compelling way, inspiring them to share the same enthusiasm and commitment. They use storytelling to create an emotional connection between the team and the product’s purpose. 

Leading by Example 

Ultimately, a visionary Product Owner leads by example. They embody the values, principles, and vision they set for the product, inspiring the team to do the same. Their passion and dedication create a ripple effect, motivating everyone involved. 

Being a visionary Product Owner is therefore not just about managing a product; it’s about shaping its destiny. By setting a compelling vision, embracing change, fostering innovation, and leading with passion, a visionary PO can steer a product towards success and make a lasting impact on the organization and its customers. 


About Effective Agile

Ralph Jocham is a Change Agent in Scrum // Agile // Coaching // Evidence Based Management and also a Professional Scrum Trainer based in Europe.

As one of the first Professional Scrum Trainers in the world, Ralph has worked directly with cocreator of #scrum, Ken Schwaber, and has played an integral part in the course development of the #PSPO (Professional Scrum Product Owner) as well as the delivery of all certified courses.

If you’re looking to invest in training that transforms and empowers teams to successfully adopt #scrum or #agile, and create high-performance #productdevelopment environments leveraging the agile values and principles, visit our Professional Scrum Training page.

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