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.
Graham & Brown
Freadom
New Signature
Kongsberg Maritime
Big Data for Humans
ALS Life Sciences
Philips
YearUp.org
Sage
Qualco
Schlumberger
Trayport
ProgramUtvikling
Slaughter and May
Higher Education Statistics Agency
Akaditi
Teleplan
Lean SA
Washington Department of Transport
Department of Work and Pensions (UK)
Royal Air Force
Washington Department of Enterprise Services
Nottingham County Council
New Hampshire Supreme Court
Boeing
Slaughter and May
Bistech
Trayport
Philips
Flowmaster (a Mentor Graphics Company)
