Iterations may be the heart of the Agile product engine, but the product owner is the brain. Or maybe a more appropriate metaphor is the car and the product owner is both the driver and the fuel pump. Either way, bad things happen when the product owner is not fulfilling the expectations of their role. As driver, they are responsible for setting overall expectations of the release schedule and for choosing the stories that will be built in each iteration. If these expectations are mismanaged, then the customers that they proxy are disappointed, or worse yet, uninterested. The driver needs to be awake at the wheel or risk driving off the road and into a tree. As fuel pump, they need to keep a healthy supply of meaningful work flowing into the team in the form of actionable stories. If the supply dries up, then the engine will cough, sputter, and stall and it is at least a 10 mile hike to get more gas.
I’ve had the pleasure of working with several great product managers over the years. No matter how firm an advocate for Agile that they might become, they all started with a certain amount of FUD (fear, uncertainty, and doubt) concerning what would happen. How would they make sure that Product Development was accountable if scope or schedule was missed enough to affect the business? How would they provide enough access to make sure the feature teams had the details they needed when they needed them? How involved would they need to be in product testing and acceptance? Would it really be easier to shift the priorities of the team if the customers or market shifts?
There are lots of reasons to have the doubts given any typical past experience. Product development leadership is often hard headed and slippery. We fight scope change, evade making schedule commitments, and mask our motives as we try to steer our resources to work on things we want to do instead of things that the business needs. Schedules can overrun by 50 to 100% as the team struggles to find “done” and to harden the product to ready it for release. Important external commitments are missed, wasting product marketing expense or frustrating existing or new customers. It’s amazing these people will even talk to us!

Harriet Island - St. Paul, MN
Let me try to address a few of these concerns, albeit from the somewhat biased perspective of development management. I do have some credentials for doing so as I spent a couple years at Highjump as our Product Owner for our platform, but I admit that I still tend to approach the role from a technical rather than business perspective.
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How would they make sure that Product Development was accountable if scope or schedule was missed enough to affect the business?
This one is tough, but the trust is earned over time by showing that PD will behave in a way where they accept responsibility for schedule rather than try to point fingers. Trust is the key, and this can NEVER be violated – the product owner owns WHAT we do and PD owns HOW we do it and WHEN it will get done. Once the Agile feature teams stabilize, I would expect to see iterations accurate in delivery to within 10% of the promised features.
Since the only real tool we have for managing scope is schedule, we defer to ALWAYS driving to the scheduled date and only change that date if the content of the release that is ready as that date approaches is inadequate to justify a release. My experience has been that we usually choose to push the available product to market and simply commit to working on the highest priority features next and releasing again soon if that is justified. Agreed, the product owner rarely gets everything they want, but they do get most of it, and they do get the most important things on their list (because we built the features in order of priority to the market and the business).
Waterfall thinking involves placing a point at some future space-time and building a contract (some would call this a shared delusion) around hitting that point. Yes, this is a bit like hitting an airplane with a slingshot. Agile thinking is based an focusing instead on the path that is taken. We make sure we are always pointed straight at the target even when it moves by correcting the path as we go.
How would they provide enough access to make sure the feature teams had the details they needed when they needed them?
The usual thought is that it’s most efficient to batch this work. I’ll just sit down and write out all of the details around what I want. Even though I have other responsibilities, it will be easier to convince others that those can wait while I take a few weeks (or months) to get all of this written down. As I start to write, I get increasingly worried that I better record as much detail as possible because I may not get to see the product until the end. From past experience, I find that the developers are usually sick and tired of working on the feature by then and they fight any changes or refinements I suggest. To compensate, I start capturing more and more detail, carefully designing screen shots and explaining field by field exactly how I want the screen to behave.
In the mean time, the technical team sits semi-idle filling time by fixing defects or working on technical initiatives related to tools or infrastructure. Idle hands start refactoring code just because it needs it. We learn our lesson and commit that next team we will start this preparation even earlier so that it is ready when the team is ready for new assignments, but those good intentions just don’t seem to happen.
Agile provides an alternative – focus on small, evocative documents that describe the themes and intent of the release and associated stories, then sort the details out on a Just In Time basis. Development teams can and will get most of the details right given only a crude skeleton as long as you help get them into the mindset of the users. The errors that remain are quickly caught during the iteration or at the iteration review. Because you focus on answering only the questions that are essential, your average investment in time is actually less AND you are able to head off misunderstandings quickly. I would expect your time commitment to be 5-10 hours per week.
How involved would they need to be in product testing and acceptance?
Because Agile feature teams have testers embedded in them and these testers are responsible for determining the more detailed definition of “done” for the story at the start of the iteration (by documenting the exit criteria and test cases), you should expect them to have questions at the start of the iteration. In return, they act as your proxy during the iteration and you should be able to expect high quality, usable features to try throughout and at the end of the iteration. The team should be making the product available to you constantly during the iteration so that you can try these things out as they happen – builds should get promoted to a TEST environment that you are free to use.
If you see something you want to change, mention it now in case it is easy and appropriate to fix it now, but also be prepared for the possibility that the change needs to be purchased as a story in the next iteration. That’s perfectly natural, and the next iteration is never more than two weeks away. Record the story now, it will get estimated for you at the next estimation meeting, and make sure you keep track of it so you can buy it for the next iteration. If at that time you decide that there are other more important things to buy – great! It will still be there in the product backlog if and when you decide it is the right thing to do next. Instead of being a burden, this is the source of your visibility and control.
Would it really be easier to shift the priorities of the team if the customers or market shifts?
This is perhaps the most successful aspect of Agile for a product manager, although it does depend on changing your behavior to batch change into what I would call “punctuated equilibria”. I first heard this idea in the context of evolution – species some to change very little over long periods of time, and then suddenly lots of things change very quickly, followed by another period with little change. As mentioned earlier, change is natural and expected. Every developer wants their feature to be right – if you give them feedback they can accommodate during the iteration, they will very likely try. If not, then it just goes into backlog and you pick it up at the next cycle.
My experience has been that keeping iterations short (2 weeks) helps make sure that there is enough ability to react to a change in business need without thrashing the development team. Constant changing of priority leads to lack of confidence and motivation in the team – the discipline to control your change to predefined periods of time in the cycle is a small price to pay for higher feature output from the team.
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This is really only the beginning of what I expect to be a conversation that is rich enough that you could write a book on this topic alone. I’ve also sent out invitations to several of these product owners to see if they are willing to share more of their own perspectives and it looks like we will have a few of these to post soon. In a recent conversation with one of these champions, Kate Bolseth, I learned that within her current organization, she is actually creating pull for Agile practices by having the Product Management Team request them from the Product Development team. I find this case fascinating, as my own experiences (including when first working with Kate) have been with these changes starting internal to Product Development and with us needing to convince others, especially Product Management, that it would work. I will watch with interest to see if having the stimulus come from outside PD is even more effective at creating an Agile organization – since this is usually the biggest external challenge PD would face, I suspect that it will.