To be product-aligned and customer-focused, everyone in your product development ecosystem needs to agree on the answer to the question, “What is Your Product?” Many organizations don’t have clarity on what their product or products are. Ambiguity and disagreement on the answer contribute to slow response to changing customer and market needs and less than satisfying product outcomes. It thwarts your efforts to scale agile product development and causes a plethora of organizational and communication woes.Large Scale Scrum (LeSS) rightly states that this question—and the imperative to answer it—is one of your most important decisions for successful product development. A clear answer to “What is Your Product” powers all aspects of product development, including product management roles, team organization, and product activities. The implications are vast and deep, especially in large enterprises. Product definition is one of the paramount steps in LeSS adoption. Depending on how a product is defined (how widely) an organization may consider simple LeSS or LeSS Huge. Based on the ladder, team structure and alignment is defined, product owner team is created, etc. Product definition has a significant impact on LeSS organisational design.Based on ongoing work with a variety of organizations, Ellen shares techniques for enabling product development leaders and communities to define their product using a cohesive set of product definition principles. In this keynote, Ellen will share why this question is so vital to your product success and ways she’s helped organizations co-discover the answer to the question, “What is Your Product?”
Whether your organization’s product or products are a primary source of revenue or are essential for your business operations, you will learn techniques that help instill product-thinking and shared understanding.
Ellen Gottesdiener’s Bio
Ellen is a Product Coach and CEO of EBG Consulting focused on helping product and development communities produce valuable outcomes through product agility. Ellen is known in the agile community as an instigator and innovator for collaborative practices for agile product discovery and using skilled facilitation to enable healthy teamwork and strong organizations. She is the author of three books on product discovery and requirements, frequent speaker, and works with clients globally. In her spare time, she is Producer of Boston’s Agile Product Open community and Director of Agile Alliance’s Agile Product Management initiative. You can connect digitally via: