POA builds on, and extends, Product Ownership concepts that were introduced with Scrum and adopted by other agile approaches.

Customer intimacy centres on knowing people. Cultivating it takes deep attention to identify what customers' value, dedication, and passion.

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A team that confidently embraces the challenge of creating the next successful product has

Either an organization supports product teams, or it hinders them. The challenge of creating, launching, and maintaining a successful product is complex and difficult. An organization needs to

The value delivered from products must be identified and measured at three levels

Several ideas and opportunities emerge from these activities. It is tempting to start to chase those ideas and to build something amazing for the customer that they have come to care about.

A small product increment, or a minimal version of the product, is built and shared with the customer. If the customer does not like some aspects of the product, it can be changed. Then it is put

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This is a comprehensive treatment of the Product Ownership Analysis (POA) discipline and follows the IIBA Introduction to Product Ownership Analysis. As more organizations transition from