Responsibility & Collaboration

Being clear that the product manager is responsible and accountable for success of the product investment, taking a product ownership role to support the development team, but being clear they have a commercial role, too, representing the interests of stakeholders. The agile product manager works closely with development teams, supporting them to make the right decisions, negotiating with stakeholders to agree the best prioritisation and communicating with all involved to achieve and maintain alignment.

Vision & Requirements

Setting a clear and well-communicated vison, means that everyone involved has a common goal and that decision making remains aligned. Rather than extensive research, an agile product management approach sets off with a hypothesis and finds ways to quickly prove or disprove the vison is a worthwhile one to maintain. Using a product roadmap and a well-formed backlog, an agile product management approach invests time in elaborating or clarifying requirements at the point just before they are needed, rather than an extensive definition phase.

Frequency, fail fast & learn

Underpinned by great agile development practices, the agile product manager should be looking for frequent releases of product or, more importantly, regular adaptations to the commercial hypothesis which need to be tested. Each failure is a learning opportunity and it’s better to fail quickly and learn quickly. Key to this is having a hunch for what might break the hypothesis and test this quickly or what might bring rapid success – either way, it is the thought process that counts.


Agility in Mind provides support to achieve the reality of agile product management. This is often delivered through:

  • Product management coaching – working with product management teams to them change the way product management takes place;
  • Product management leadership – interim product management roles, to bring rapid change to a product management team, coaching in new skills, liaising with the broader stakeholder groups.

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