• Agile & Scrum Basics

The 4 misconceptions about Agile Stakeholder Management

What is Agile Stakeholder Management? We looked for a complete and clear answer to that question in a previous article . I also gave you 5 tips in this article. But you know; even if you know the definition, in practice, as a Product Owner you can still easily make mistakes in involving your stakeholders. Because, as a Product Owner you are of course responsible for managing the Backlog, defining the product vision and ensuring the delivery of valuable functionality. But one of your most important tasks is: managing stakeholders. That’s quite a big challenge. To help you with that challenge, in this blog I share the 4 biggest misconceptions Product Owners have regarding their Stakeholder management. Which ones do you recognize?

Stakeholders, they are troublesome and take too much time

The first big misconception many Product Owners have is that stakeholders are just a nuisance with all their different opinions and interests. ‘That doesn’t get anywhere in our fast-paced product development,’ is then the underlying thought. Yet you would do well not to listen too much to this thought. As a Product Owner, this can lead you to easily disregard the feedback of your stakeholders and focus on the development of the final product. The valuable feedback and insights you get will help you to actually deliver a valuable product. Okay, stakeholder management takes time. Sometimes a lot of time. But it pays off, in other words. An engaged stakeholder gives good feedback, gives the green light to move forward and may also be more likely to pull out the wallet to buy the product or fund it for further development.

Stakeholders, they don’t know what they want

Another misconception is that stakeholders do not know what they want. Product Owners are then quick to think that it is their job to determine this for the stakeholders. Although the Product Owner sets the vision for the product, it is essential to take stakeholder feedback seriously. As a Product Owner, you want to know what people think about your product vision or service. The worst things we encounter in practice are projects where the team actually already knows that it does not really add value for the stakeholders, but no one dares to stop it. By involving your stakeholders as Product Owner, you reduce the risk of being and staying busy with the wrong things.

Stakeholders, they are the same as the customer

Product Owners can also make the mistake of thinking of stakeholders and the customer as the same thing. While the customer is an important stakeholder, there are also other stakeholders that need to be involved. Just think: suppliers, internal teams, end users or even the community. It is important to involve all stakeholders in the process to ensure that the product adds value for everyone. On the other hand, it is also a major pitfall if the main voices are internal stakeholders. At the end of the day, we make products or services for customers. Not to keep each other happy within the organization.

Stakeholder management, which is a one-time task

Finally, there is the misconception that Stakeholder Management is a one-time task. Managing stakeholders is really an ongoing process. It remains important to regularly solicit feedback and ensure open communication. This helps identify changing needs and adjust the product vision. The world is constantly changing, so are the needs, attitudes and behaviors of your stakeholders. So make it a routine to refresh your stakeholder pitch often.

As a Product Owner, it is important to avoid these 4 misconceptions and recognize that Stakeholder management is essential for successful product development. By being open to feedback, engaging all stakeholders and communicating regularly, as a Product Owner you will ensure that the product or service adds value for the customer and the organization as a whole.