In Scrum, the Product Owner’s purpose is to maximize the value of the Scrum Team’s work (the product). Delivering value to the customer (beneficial customer outcomes) is the ultimate measure of success for the Scrum Team, including the Product Owner. (Pssst … you can learn more about measuring customer outcomes by signing up for Rebel Scrum’s Evidence-Based Management course.)
We can only measure customer value after we have released the product. Until then, the value we envision is merely a hypothesis. How does the Product Owner seek to maximize value if that's the case?
There are many methods at our disposal. As Product Owners, we can use our experienced judgement to think about what might be of most value. We can consult with Developers on the Scrum Team for ideas. We can conduct customer interviews or surveys. Each method has strengths and weaknesses.
Additionally, we can gather stakeholder input.
What is a stakeholder?
Stakeholders are people who have some kind of interest in the product the Scrum Team is delivering. They can be internal developers, leaders or customers. They might include providers or government regulators. They can also be customers, influencers, users, buyers, business partners or suppliers.
The benefit of stakeholder engagement
Stakeholders can provide early input and insights that can go a long way to help us, as the Product Owner, improve the product's value. We can engage stakeholders to:
Gain a deeper understanding of customer needs and preferences.
Build product support and buy-in.
Obtain unique insights and perspectives to inform decisions.
Prioritize the most highly valued features and requirements.
Align the product vision with stakeholder expectations.
Facilitate collaboration and communication.
Ensure the product meets the needs of all relevant parties.
The perils of ignoring stakeholder engagement
Ignoring stakeholder input can have several negative impacts, including:
Decreased stakeholder buy-in: When stakeholders feel no one cares about their input, they may become less invested in the project or decision, ultimately leading to reduced buy-in and support.
Reduced trust: Ignoring stakeholder input can erode trust with stakeholders as they may feel disrespected that we have undervalued their opinions and concerns.
Missed opportunities: Stakeholders often have valuable insights, perspectives, or information that decision-makers are unaware of, and ignoring their input could result in missed opportunities or blind spots that could negatively impact the project.