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What does a Product Owner do?

In today's fast-paced and ever-evolving business landscape, agile frameworks like Scrum have become widely adopted for developing and sustaining complex products. Central to Scrum is the role of the Product Owner (PO) who is accountable for maximizing the value of the product.

But what exactly does a Product Owner do? This article explores the role’s responsibilities, its significance in delivering value, and the skills needed to excel.

Definition and importance of a Product Owner

A Product Owner is a member of the Scrum Team who is accountable for maximizing the value of the product resulting from the team’s work. The Product Owner is solely responsible for managing the Product Backlog—defining and ordering backlog items, ensuring that it is transparent, clear, and aligned with stakeholder needs, and continuously refining it as new information emerges. In essence, the Product Owner decides what gets built next, ensuring that the Scrum Team focuses on delivering the highest-value Product Increments.

The importance of the Product Owner role cannot be overstated. By shaping and prioritizing the Product Backlog and making informed decisions about product features, the Product Owner:

  • Aligns Product Development with Business Needs: Through ongoing collaboration with stakeholders and the Scrum Team, the Product Owner ensures that the product vision and goals are clearly communicated and aligned with business needs and customer requirements.
  • Maximizes Product Value: By ordering the Product Backlog based on value, the Product Owner guides the Scrum Team to concentrate on the features and improvements that deliver the greatest benefit.
  • Enhances communication: The Product Owner facilitates clear and ongoing communication among all parties, reducing misunderstandings and fostering a collaborative environment.

What is the difference between a Product Owner and a Scrum Master?

While both the Product Owner and the Scrum Master are essential to a Scrum Team, their roles and responsibilities differ significantly.

  • Focus: The Product Owner is accountable for maximizing the value of the product. This role focuses on the product vision, managing the Product Backlog, and ensuring that the work done delivers value to customers and stakeholders. In contrast, the Scrum Master is accountable for establishing and supporting Scrum as defined in the Scrum Guide 2020. Their focus is on ensuring that the Scrum process is followed and that the Scrum Team can work effectively.
  • Responsibilities: The Product Owner is solely responsible for managing the Product Backlog—defining, ordering, and refining backlog items to ensure clarity and transparency. Meanwhile, the Scrum Master ensures that Scrum events take place, coaches the Scrum Team on Scrum theory and practices, and works to remove impediments that may hinder the team’s progress.
  • Decision-making Authority: The Product Owner has the final authority regarding what gets included in the Product Backlog and how items are prioritized to maximize product value. The Scrum Master does not have authority over the backlog; instead, they support the team by ensuring adherence to Scrum and fostering continuous improvement.


In summary, while the Product Owner is focused on the "what" and "why" by defining and prioritizing the work to maximize the value of the product, the Scrum Master is focused on the "how," ensuring that Scrum is properly understood and enacted.

Key responsibilities of a Product Owner

The Product Owner is accountable for maximizing the value of the product resulting from the work of the Scrum Team. While the role may vary by context, the Scrum Guide 2020 highlights these core accountabilities:

  • Defining and Communicating the Product Vision: The Product Owner collaborates with stakeholders to establish a clear vision for the product that aligns with business goals and customer needs. This vision guides all product-related decisions.
  • Managing the product backlog: The Product Owner is solely responsible for the Product Backlog. This includes defining, ordering, and continuously refining backlog items to ensure the backlog remains transparent, clear, and aligned with stakeholder needs—ensuring that the Scrum Team always works on the most valuable items.
  • Engaging with Stakeholders: Regular interaction with stakeholders is essential. The Product Owner gathers requirements, solicits feedback, and communicates progress, ensuring alignment between the product vision and stakeholder expectations.
  • Prioritizing work based on value: By ordering the Product Backlog according to value, customer needs, and business priorities, the Product Owner makes informed decisions about what the Scrum Team should work on next.
  • Agreeing Acceptance criteria: The Product Owner establishes clear acceptance criteria for backlog items, ensuring that each increment meets quality standards and delivers the intended value before it is considered complete.
  • Leveraging Empirical Process Control: The Product Owner continuously inspects and adapts the Product Backlog based on real-world feedback, ensuring that each product increment reflects the latest insights and changing market needs.
  • Guiding Release Decisions: Although formal release planning is not prescribed by Scrum, the Product Owner collaborates with stakeholders to determine the timing and content of product releases, ensuring that each increment delivered by the Scrum Team adds value.
  • Conducting market and user research: An effective Product Owner continuously investigates market trends, user needs, and the competitive landscape to inform product decisions and adjust the Product Backlog as necessary.
  • Collaborating with the Scrum Team: Close collaboration with the Developers is crucial. The Product Owner works with the Scrum Team to clarify backlog items, provide feedback, and ensure that the product is built in alignment with the established vision and priorities.

Challenges and best practice responses for Product Owners

While the role of a Product Owner is pivotal in driving product value, it also comes with unique challenges; below are some examples of common challenges and best practice guidance to navigate them effectively.

Challenge: Balancing diverse stakeholder expectations

Best Practice: Conduct regular stakeholder meetings and utilise transparent prioritization methods.

Challenge: Keeping the Product Backlog clear and actionable

Best Practice: Hold continual refinement sessions and craft clear acceptance criteria for backlog items.

Challenge: Being responsive to a dynamic business environment

Best Practice: Regularly review performance metrics, gather user and market feedback, and be prepared to iteratively re-prioritize backlog items.

Best Practice: Leverage agile experimentation and data-driven decision-making to validate assumptions and ensure the product remains competitive.

What skills does a Product Owner need?

An effective Product Owner must blend various competencies to maximize product value and manage the Product Backlog effectively. Key skills include:

  • Effective Communication: The ability to clearly articulate the product vision verbally and in writing to define backlog items and convey their priorities to both stakeholders and the Scrum Team.
  • Leadership and Decision Making: Having clear authority over what is to be done and by when, through effective management of the Product Backlog. Product Owners need the ability to lead the efforts of the Scrum Team by making value-based decisions in line with the product vision. While they determine the “what” and “when,” the “how” is left to the Developers.
  • Prioritization: Expertise in ordering the Product Backlog based on value, customer needs, and business objectives, ensuring the Scrum Team focuses on the most valuable work.
  • Analytical thinking: The skill to assess data, understand market trends, and incorporate user feedback to make informed decisions that drive product improvement.
  • Technical Awareness: While not required to be a technical expert, a Product Owner should possess sufficient technical understanding to effectively communicate with the Scrum Team and grasp the implications of technical decisions.
  • Customer focus: A strong commitment to understanding and addressing customer needs, ensuring that every product increment delivers tangible value.
  • Problem-solving: Ability to quickly identify and address issues that may impact product development or the value it delivers.
  • Negotiation: Proficiency in balancing diverse stakeholder expectations with the Scrum Team’s capacity, ensuring alignment around product priorities and decisions.

How much do Product Owners earn?

The salary of a Product Owner can vary widely based on factors such as experience, location, and the industry. In the United Kingdom, the average salary for a Product Owner is approximately £50,000 per year (approx. US$ 65,000). Entry-level positions may start around £35,000 (approx. US$ 45,000), while experienced Product Owners can earn upwards of £70,000 (approx. US$ 90,000) annually. In high-demand sectors like technology and finance, salaries can exceed these salary bands.

Salaries can also vary based on the size and type of the company. For example, larger organizations or those in major cities like London may offer higher salaries compared to smaller companies or those in less competitive regions.

How to become a Product Owner

Becoming a Product Owner requires a combination of education, experience, and skills. Here’s a step-by-step guide to help you on your journey:

1. Education and certification

  1. Relevant degrees: While not always mandatory, having a degree in business, computer science, or a related field can be beneficial. This provides a solid foundation in understanding both the business and technical aspects of product development.
  2. Certifications: Earning certifications can significantly boost your credentials. Consider obtaining certifications such as Scrum Product Owner or Master training. Certifications like these demonstrate your understanding of Agile principles and the specific responsibilities of a Product Owner.

2. Gain relevant experience

  1. Start in related roles: Many Product Owners begin their careers in related roles such as Business Analysts, Project Managers, or Software Developers. These positions provide valuable experience in understanding project workflows, stakeholder management, and technical aspects of product development.
  2. Participate in Agile projects: Actively participating in Agile projects, even if not in a Product Owner role, helps you understand Agile practices and methodologies. Volunteering for cross-functional teams or side projects can provide hands-on experience.

3. Develop key skills

  1. Communication and collaboration: Work on enhancing your communication skills through courses, workshops, and practice. Effective communication with stakeholders and team members is crucial for a Product Owner.
  2. Analytical and problem-solving skills: Strengthen your ability to analyze data, understand market trends, and solve complex problems. Consider taking courses in data analysis, user research, and market analysis.
  3. Leadership and decision-making: Hone your leadership skills by taking on leadership roles in projects or teams. Practice making informed decisions and learn to balance stakeholder needs with team capacity.

4. Build a network

  1. Join professional communities: Engage with professional communities and events to network with professionals in the field which can provide insights, mentorship opportunities, and potential job leads.
  2. Attend workshops and conferences: Participate in workshops, webinars, and conferences focused on Agile methodologies and product development/management. These events offer opportunities to learn from industry experts and keep abreast of the latest trends.

5. Apply for Product Owner roles

  1. Tailor your resume: Highlight your relevant experience, skills, and certifications in your resume. Emphasize your understanding of Agile principles and your ability to manage product backlogs, prioritize tasks, and engage with stakeholders.
  2. Prepare for interviews: Be ready to discuss your experience with Agile projects, your approach to managing product backlogs, and how you handle stakeholder relationships. Demonstrating your knowledge and passion for the role will make you a strong candidate.

6. Continuously improve

  1. Seek feedback: Regularly seek feedback from peers, mentors, and team members to identify areas for improvement.
  2. Stay updated: Agile methodologies and best practices evolve. Stay informed about the latest developments through continuous learning, professional development and networking.


Becoming a Product Owner is a journey that requires dedication, continuous learning, and a passion for delivering valuable products. By following these steps, you can develop the necessary skills and experience to succeed in this rewarding role.

Conclusion

The role of a Product Owner is both challenging and rewarding, offering a unique blend of strategic vision, technical understanding, and customer focus. For those looking to advance their careers in Agile methodologies, mastering the responsibilities and skills of a Product Owner can open up numerous opportunities.

Whether you are just starting out, or looking to refine your expertise, understanding what a Product Owner does is the first step towards making a significant impact in any Agile team.