Organizations pour vast resources into building new products and services. Yet, too many new offerings are poorly conceived, don't delight (or even satisfy) customers, and fail in the marketplace. More effective product ownership and product management can keep that from happening to you. Now, there's an expert guide to world-class agile product development, reflecting deep in-the-trenches experience from two renowned product innovation experts and Scrum consultants. Chris Lukassen and Robbin Schuurman introduce powerful behaviors, tools, concepts, and skills for delivering superior products and services, and avoiding pitfalls that keep you from understanding what customers really need and want. You'll learn how to make crucial decisions based on better insights, not anecdotal or subjective second-hand information; and optimize roles including product owner, customer representative, visionary, experimenter, decision-maker, collaborator, and influencer. The authors teach through a start-to-finish, Scrum-based case study, drawing on approaches originally built for their breakthrough Scrum.org Professional Scrum Product Owner-Advanced (PSPO-A) training course. Their innovative approach has already helped thousands of product owners excel—and you will, too.