Many organisations misunderstand Product Ownership, treating it as simple backlog management instead of a strategic, accountable role essential for product success and team alignment.
Most companies still get Product Ownership wrong. They either treat it as a glorified backlog manager or assume any business analyst can do the job. But a real Product Owner isn’t just an order taker. They are a product strategist, decision-maker, and stakeholder wrangler, responsible for maximising product value.
The misconception that a Product Owner is a “requirements gatherer” leads to weak products and misaligned teams. Instead, the best Product Owners own the vision, drive outcomes, and use evidence to steer development—not just shuffle tickets in a backlog.
A Product Owner isn’t a stepping stone role. It’s an accountability that demands business acumen, leadership, and the courage to make tough calls. If your PO is just managing lists, your product is already in trouble.
How does your organisation approach Product Ownership? Are you hiring for it, or just hoping the right person emerges?
If you've made it this far, it's worth connecting with our principal consultant and coach, Martin Hinshelwood, for a 30-minute 'ask me anything' call.
We partner with businesses across diverse industries, including finance, insurance, healthcare, pharmaceuticals, technology, engineering, transportation, hospitality, entertainment, legal, government, and military sectors.
Philips
Xceptor - Process and Data Automation
Ericson
Freadom
ALS Life Sciences
Graham & Brown
Deliotte
Jack Links
Emerson Process Management
Big Data for Humans
Lockheed Martin
Flowmaster (a Mentor Graphics Company)
Alignment Healthcare
Workday
Illumina
ProgramUtvikling
CR2
Schlumberger
New Hampshire Supreme Court
Nottingham County Council
Royal Air Force
Ghana Police Service
Washington Department of Enterprise Services
Department of Work and Pensions (UK)
NIT A/S
ALS Life Sciences
Lockheed Martin
Akaditi
Milliman
Illumina
