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Agile Product Management with Scrum: Creating Products That Customers Love (Addison-Wesley Signature) Paperback – 31 Mar 2010

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More About the Author

Roman Pichler is a leading lean and agile product management expert. He teaches product owners and product managers, and he helps companies create effective product management organisations. Roman is the author of several books including "Agile Product Management with Scrum", and he writes a popular blog for product owners and product managers at

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“Product owners have had few places to turn to for advice, despite having the hardest role on an agile project. This book rectifies that. Roman Pichler’s insights into the duties of the product owner are powerful and practical. Correctly applied, his advice will benefit any product owner and agile team.”

–Mike Cohn, Author of Succeeding with Agile, Agile Estimating and Planning, and User Stories Applied


“Scrum is silent on how a product owner can maximize value. Most product managers and marketers don’t know how to use the iterative, incremental nature of Scrum to do so. Roman has filled this hole nicely with his new book, Agile Product Management with Scrum.”

–Ken Schwaber, codeveloper of the Scrum process


“With so little written on the intersections of agile methods and product management, Roman makes a significant contribution to the field. The book provides clear guidance and rich examples on how to become an agile product manager and a successful product owner, and, further, how to lead with a strong vision. This book is a must read for product managers new to Scrum, product owners new to product management, and any product manager who wants to get the most out of Agile.”

–Greg Cohen, Principal Consultant, 280 Group and Director, Silicon Valley Product Management Association


“I’m always happy to hear what Roman is thinking. What I really like about this book is that he not only shares his experience (“Common Mistakes” is a great section), but he also brings in the wisdom of others in the field. This powerful combination allows him to see farther ahead and share that vision with us. Thanks, Roman!”

–Linda Rising, Independent Consultant and coauthor of Fearless Change: Patterns for Introducing New Ideas


“Roman Pichler’s new and remarkable book focuses on the product and the product owner role, applying Scrum to the whole value chain. His experience as a coach leads to genuinely balanced, practical, and applicable solutions for every conceivable situation in the product lifecycle. This is the definitive reference guide to agile product management for all practitioners!”

–Markus Andrezak, Manager, Outsourced Product Development, GmbH


“Roman Pichler’s product owner book is an easy-to-read and comprehensive description of the important role of the product owner in Scrum. It points out the significance of vision and leadership, as well as minimal marketable products and short release cycles. It is a resource for new product owners to get into their job and gives management good advice on choosing the right person for that job.”

–Andrea Heck, Dipl-Inf (Univ.), Agile Transition Project Manager


“The product owner is a vital role in Scrum, and Roman’s new book is a welcome contribution to helping product owners succeed.”

–Craig Larman, coauthor of Scaling Lean & Agile Development and Practices for Scaling Lean & Agile Development


“Roman’s no-nonsense approach takes Scrum back to its roots, examining and building on the fundamental concepts behind product ownership. The focus on teamwork is a welcome antidote to process-centric views of Scrum, showing how the product owner role changes and challenges the status quo of the traditionally run project. Well researched, Roman leverages both his own experience as well as that of others, clearly showing how Scrum product ownership works to solve common problems, citing realworld examples of both success and failure. Scattered with practical tips, this book is for anybody who wants to manage or to be a Scrum product owner and release successful products using Scrum.”

–Simon Bennett, Global Competency Lead and Product Owner, EMC Consulting


“Roman Pichler’s Agile Product Management with Scrum is destined to be a vital reference for agile product managers, product owners, business analysts, and anybody wanting to be a great agile product manager. Roman shares practical tips and guidance on all aspects of agile planning, the care and feeding of your product backlog, and the essential activities of visioning, valuing, and collaborating. Agile Product Management with Scrum will raise your awareness of the complex, multifaceted discipline of agile product management. Better yet, all agile team members will benefit by reading this book, because on every successful agile team, we all think like product managers.”

–Ellen Gottesdiener, President/Founder, EBG Consulting, Inc.


“Agile software development is about incrementally converting requirements into working software using short iterations. Agile Product Management with Scrum answers one of the most important questions in product organizations: “Are we building the right product?” Or, as Roman so passionately put it in his subtitle, Creating Products that Customers Love. Roman’s book is the long-awaited link to turn a broad vision into meaningful and digestible requirements. It provides a thorough introduction to the Scrum framework for product managers and executives who are eager to reduce development costs and time-to-market delivery of exciting new software products.”

–Jochen Krebs, Incrementor and Author of Agile Portfolio Management


“Roman delivers an agile product management book that clearly describes the importance, challenges, and pitfalls of the product owner role. Using practical examples, highlighting common mistakes, and supplying reflection questions at the end of each chapter, Roman makes the role of product owner easily accessible and doable. This is the book to read for any organization wishing to implement Scrum.”

–Jessica Hildrum, former CEO of Norway’s premier Agile training company


“At the core of every successful agile development team is a visionary, engaged, and empowered product manager. In Agile Product Management with Scrum, Roman Pichler gives us a simple, no-nonsense definition of the role that will lead any Scrum team to amazing results. For all of you that want to get under the covers of the most important role in agile development, this is the book for you. A must for every new product owner!”

–Steve Greene, Vice President, Program Management & Agile Development,

From the Back Cover

The First Guide to Scrum-Based Agile Product Management


In Agile Product Management with Scrum, leading Scrum consultant Roman Pichler uses real-world examples to demonstrate how product owners can create successful products with Scrum. He describes a broad range of agile product management practices, including making agile product discovery work, taking advantage of emergent requirements, creating the minimal marketable product, leveraging early customer feedback, and working closely with the development team.


Benefitting from Pichler’s extensive experience, you’ll learn how Scrum product ownership differs from traditional product management and how to avoid and overcome the common challenges that Scrum product owners face.


Coverage includes

  • Understanding the product owner’s role: what product owners do, how they do it, and the surprising implications
  • Envisioning the product: creating a compelling product vision to galvanize and guide the team and stakeholders
  • Grooming the product backlog: managing the product backlog effectively even for the most complex products
  • Planning the release: bringing clarity to scheduling, budgeting, and functionality decisions
  • Collaborating in sprint meetings: understanding the product owner’s role in sprint meetings, including the dos and don’ts
  • Transitioning into product ownership: succeeding as a product owner and establishing the role in the enterprise

This book is an indispensable resource for anyone who works as a product owner, or expects to do so, as well as executives and coaches interested in establishing agile product management.

Inside This Book

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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

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20 of 21 people found the following review helpful By Niklas Kari VINE VOICE on 7 Aug. 2010
Format: Paperback
Roman Pichler's Agile Product Management with Scrum is aimed for people that already have prior knowledge of both product management and scrum. In practice the book is 95% about scrum and only 5% about product management. The focus is on the role the product owner in the scrum development endeavor. The subtitle "Creating Products that Customer Love" is quite misleading as the book doesn't deal much with how to extract insight from the market. For instance the chapter on how to create product vision was only four pages even if it had references to a fairly substantial literature.

Having read this book after reading Mike Cohn's book Succeeding with Agile was somewhat of a disappointment as quite much of the content was the same. Of course Pichler's book was much more focused, but what it lacked in breadth compared to Cohn's book, it didn't make up in depth. At only 118 pages + some prefaces, indexes and similar the book was at times shallow and had brief treatment on topics that would have benefitted of more in-depth discussions and examples. I think the author had endorsed the idea of minimal marketable product. Nevertheless, I don't regret reading the book as it was to easy read and there were many good points, but it didn't impress me.

I recommend this book only because at the moment it appears to be the best book on the product owner role. But I would expect the next edition, or should I say release, of the book to be significantly enhanced.
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3 of 3 people found the following review helpful By The Epicurean on 19 Dec. 2011
Format: Paperback
I came to this book as someone who has a basic understanding of Product Management, but with a far deeper background in Product Strategy, Marketing and Selling. I have recently joined a company that uses Agile and Scrum, which I was aware of, but did not have a detailed understanding and now need to not only manage the parts I am familiar with, but also many aspects of Product Management itself. I needed a book to provide me with some knowledge, tools, inspiration, etc to both manage my organisation and critically allow me to do some "do-ing" too!

Don't be fooled by the slimness of this book, this book packs a punch with lots of great content to orientate the reader on what Scrum and Agile are, how Product Management works in this context and the tools and approaches to use to do this. It is laden with practical advice, including tips so you can identify when you are doing things wrong! The book is very accessible and is one that I keep returning to as I work on different parts of the Product Management process with different products in our portfolio.

Don't be surprised if this challenges existing thinking in your Development organisation too on how Scrum and Agile should be used. This book will give you any number of "lightbulb moments" as to why not only Product Management needs to change, but how Development needs to change, even where Scrum is already being used to allow you to become a far more flexible organisation focused on delivering customer value. THis book gets a BIG 5 STARS easily!
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4 of 4 people found the following review helpful By Paul Goddard on 3 July 2010
Format: Paperback
The role of the Product Owner is the arguably the most misunderstood role in Scrum, but equally the most pivotal to the success of any Scrum project. I see this book as a must read for anyone considering doing this role or needing help in doing it better. Roman's examples and analogies help clarify the role and responsibilites required to help teams and organisations build great products. The product owner role shouldn't be taken lightly and this book puts the required amount of emphasis on how applying that role effectively maximises the chances of Scrum succeeding in organisations.
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3 of 3 people found the following review helpful By Benjamin on 6 Oct. 2010
Format: Paperback
A great book for anyone transitioning into the role of a Product Manager or as reference to those who have done the job for some time. I've purchased a few copies for my team and it serves as a great way for all involved to understand how a Product Manager fits into the Scrum process and how they add value. I'd like to see more from Roman on this subject. Highly recommended.
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2 of 2 people found the following review helpful By Geoff Watts on 18 April 2010
Format: Paperback
I am really pleased that this book is now available as it is long overdue. I have read Roman's online posts and this book continues his history of giving sound advice by providing some very clear and understandable advice for the Product Owner role. The advice isn't necessarily easy to implement and I take some kind of comfort in that as the Product Owner role is not an easy role. I also like the size and shape of the book which makes it very easy to read and carry around.
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1 of 1 people found the following review helpful By Mr. James M. Siddle on 21 May 2010
Format: Paperback
Roman Pichler's guide to product ownership and creation is an excellent guide for Scrum practitioners, new or experienced.

He introduces the core characteristics and responsibilities of the product owner role, then examines each area of responsibility in depth covering the product vision, managing the product backlog, planning, and collaboration. He finishes by exploring how to go about transitioning into the role.

His simple, compact style is highly engaging and readable; the author gives you the right information and the right amount of information so you gain the insight and tools to do the job. Each chapter typically finishes with a collection of common mistakes, and a short section to summarize the key points and to encourage you to think about what you've learned and how you can apply it.

While focussed on product ownership, the author's experience and in-depth knowledge of Scrum and Agile shines through and provides an illuminating guide whatever your role.

Highly recommended.
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