What is the Product Manager Role in Agile?

The term “agile” is prominently used in software development and project management, especially when describing frameworks or methods that allow teams to continuously respond and adapt to change, whether it’s a change in the market or customer feedback. Many think that Agile is a methodology but it’s more of guiding principles and values that help teams choose procedures that cultivate agility.

Today, Agile practices and approaches have become more popular because they continue to prove to be effective. It’s no surprise since these approaches identify bottlenecks and make data-driven decisions on how to address them, allowing teams to focus and produce quality results.

In the product space, we hear terms like Agile Product Management and Agile Product Manager. If you’re curious about what the two terms mean, we discuss what the term means and what the role of a Product Manager is in Agile.

What is Agile?

In 2001, agreeing that the status quo was not working, seventeen software developers created and published the Agile Manifesto which contained four key values and twelve principles that software developers should use to guide their work.

In the introduction, the four key values are mentioned, as well as a clarificatory statement at the end:

“We are uncovering better ways of developing

software by doing it and helping others do it.

Through this work we have come to value:

Individuals and interactions over processes and tools

Working software over comprehensive documentation

Customer collaboration over contract negotiation

Responding to change over following a plan

That is, while there is value in the items

on the right, we value the items on the left more.”

12 Principles Behind the Agile Manifesto

The manifesto continues with twelve principles that can guide software development and project teams to be more agile in their processes. These principles are customer-centric and designed to quickly adjust and respond to change. These principles are as follows: 

To review the original post, you can check out the Agile Manifesto Principles here.

What does Agile solve?

The core of the Agile manifesto is to help developers create products that meet the expectations and needs of customers. Before the Agile approach came to be, development teams in different sectors used the Waterfall approach to software development and project management. The execution was very linear. Teams would set requirements, design the product based on the requirements, build the product, test the product, fix the bugs found during the test, then, finally, launch the product.

The Waterfall approach follows the principle of sequential staging where one stage or phase should be performed after another. There was no room for change because the approach did not account for feedback and technological updates. Additionally, the process could take years to be fully realized. 

The Agile process, on the other hand, works on the principle that a project/product can be continuously improved throughout its life cycle. To understand how Agile does this, let’s take a look at the general flow that most projects go through:

Conception

This first step involves coming up with a product vision and direction, as well as aligning and getting everyone on board.

Inception

Inception is more of assigning who will do what and then executing the goals and vision from conception.

Iteration

In this stage, the product is developed and tested. The iteration stage will have a completion date by which all deliverables should be accomplished.

Product/Release

The product is delivered to the end user. This is also when user training takes place. 

Retirement

This is the final agile phase where a product may be at its “end of life.” Workflow stops, and the project is considered done. 

Because Agile follows a cyclical approach, products are iterated or improved after each cycle. This flow accounts for change, flexibility, and iteration, producing the best possible results. 

Companies Being Agile

It’s not very clear when Agile was adapted by companies but what we see today is that Agile methods and procedures are widely practiced because businesses, whether a large enterprise, medium business, or a startup, want to quickly deliver quality products in a hyper competitive world.

Additionally, Agile practices have gone beyond just being applied to software development. Over time, it has been adapted by other industries like clothing, marketing, and even music. Because the concepts are universal, it can be applied to non-software projects.

Pros and Cons of Agile

Although the Agile flow process seems flawless, there are always two sides to a coin. While it caters to teamwork and quick adaptation, it also has its drawbacks. Let’s review Agile’s PROS and CONS:

PROS

CONS

The Agile approach is very attractive to most companies but it isn’t for everyone. Depending on the circumstances, the CONs could outweigh the PROs or vice versa. However, these drawbacks can be mitigated by leadership that emphasizes the importance of:

 When applied to Product Management, this is where a Product Manager comes in.

Agile Product Management

Now, let’s focus on how the approach can be applied to Product Management and development. Since the ultimate goal of Product Management is to ship quality products promptly, the Agile practice fits right in. The approach can deliver value to users/customers as well as the business. 

So, what is Agile Product Management exactly? Agile Product Management is the planning, developing, launching, and managing of a product or service in an agile environment. The approach enables the product team to respond to quick changes and new customer feedback, adjusting the products to be truly useful.

Approaches that Accommodate the Agile Flow

In Agile Product Management, two approaches are commonly used by teams and organizations. The Kanban method and the Scrum method. Let’s go through each method to see what they are all about:

Kanban

Kanban is a Japanese word that means “cards you can see.” With product development and management, it’s often easy to lose track of the specific tasks that are supposed to be done because those tasks are often intangible. With Kanban, tasks are visualized through Kanban cards that populate a Kanban board.

It’s basically a pull system where you transfer cards from left to right, each put in a column that represents the stages of the product development process. Kanban is a method that focuses on a continuous workflow and is ideal for teams who are working async.

Some notable companies that use this method are HP, Pixar, Zara, and Spotify.

Scrum

Scrum is the most popular agile method that companies adopt today. To explain scrum better, imagine one circle as the entire life cycle of the product. In Scrum, that one circle is broken down into smaller circles that are easier to work on. The product goes through each small circle (which represents the agile flow) and is iterated according to the latest feedback or review. Since Scrum is based on iterative cycles, its process involves:

Some of the most famous companies that use the scrum method are Google, Apple, Facebook, Yahoo, Spotify, Adobe, and Airbnb.

What is the Product Manager Role in Agile?

The truth is there’s really no major difference between a regular Product Manager and an Agile Product Manager. The difference lies more in the environment that the PM works in. The Product Manager role in Agile is to make roadmaps and product strategy that accommodates Agile practices. 

The planning and implementation of product development are more adaptive so the response to feedback is quick and thereby building products that the end-users truly want.

Responsibilities of an Agile Product Manager

It goes without saying that the core responsibilities of a PM remain the same no matter the field of expertise. The difference, however, will reflect in the specific tasks a PM will do each day since this will be dependent on the industry or kind of product the PM is working on.

So, the Product Manager role in Agile is basically the same as any PM out there. It’s the Agile PM’s responsibility to:

However, because the PM works in an Agile environment, the following needs to be considered:

Tip for Fulfilling the Product Manager Role in Agile Efficiently

When you step into the Product Manager role in Agile, it’s ideal to go back to the 12 Agile Principles. Although they were created for software development, you can translate them in a way that can apply to your product development. For example:

Translation to Product Management: One of your main focuses is to satisfy your end-users by delivering valuable features or products early and continuously.

Translation to Product Management: Welcome all the changes that come during the product development process even in the late stages. Remember that these changes are specifically for the benefit of your end-user.

Translation to Product Management: Because you will be working in cycles, it’s important to always deliver a working/useful product or feature no matter how much time it takes. However, ideally, it should be on a shorter timescale.

Conclusion

Stepping into the Product Manager role in Agile is indeed challenging because you’re always working on improving. Most times, it may seem like the work you do in Agile is too fluid or it lacks structure. However, it’ll be your job as a Product Manager to keep your team focused, engaged, and determined to deliver the best possible product or feature. 

Despite the challenges, you’ll find that Agile is an environment that you can greatly learn from. Armed with the knowledge you learn from being agile, and adding in the fact that today’s industries operate with such practices, it won’t be difficult for you to advance in your career or become a great Product Manager.

Of course, before you even step into the Product Manager role in Agile, you have to ace your PM interview first. We suggest going through the following steps:

1. Go Through a Self-Paced PM Interview Course

The Product Manager Exercise Interview Prep course prepares you for the PM interviews. It contains over 100 video hours and more than 100 online lessons that will equip candidates with knowledge on how they can master their interview skills.

Note: You would need an upgraded account to access the entire course.

2. Understand and Practice Answering PM Interview Questions

With over 2,000 Product Manager interview questions and responses from members of our community who have been through it, you can review all of the questions and sample answers on the database. This way you can gain more confidence by seeing the response of others and maybe even trying to provide answers for others to review as well.

3. Do Mock Interviews

One way to prepare for a PM interview is by doing mock interviews. You can be both interviewer and interviewee, which gives you the opportunity of getting feedback from your partner and vice versa. On the PM Exercises website, you may look for community members eager to do mock interviews. 

4. Repeat the Process per Category

The PM interview is composed of different question categories. We recommend that you go through the process of preparing for the PM interview for each category. Once you’re comfortable with one category, repeat the process until you have gone through all the possible categories.

FAQ

Does a Product Manager exist in Agile?

Yes, Product Managers exist in agile environments. In fact, the role is key in keeping teams, especially the developer team, focused and aligned with goals, integrating customer insight throughout the cycles.

How do you become a Product Manager in agile?

First, you have to understand the foundational principles of Agile. You need to read and understand basic documentation, like the Agile Manifesto. After this, you work on your Product Manager skills; build a product if you don’t have any experience. Then, you work on your PM Interview skills which you can do with the help of a PM interview prep course. When you feel more confident that you can ace your PM interview, you can go ahead and apply to openings equipped with a solid Product Manager resume.

What is the difference between a Product Owner and Product Manager in agile?

The Product Owner is a role that anyone within the organization can play in Scrum. Meanwhile, Product Manager is a job title. The PM can be the Product Owner, but there are cases when a company might need both. This is true with larger enterprises where specific roles need to be filled in. For more information about the difference between the two roles, read, Product Manager vs Product Owner: What’s the difference?

What is the role of a Product Manager in Agile?

The role of the Product Manager in Agile remains the same. The PM has to develop the product strategy as well as the product roadmap. The PM has to gather, understand and advocate for the customers’ needs. Lastly, the PM has to make sure that everyone is on the same page and updated about the progress of the product. The difference is that all of these responsibilities are done in an Agile environment where things can change very quickly. In Agile, it is also the PM’s responsibility to adapt to whatever change arises.

Can Agile be used in non-software applications/products?

Yes, Agile can be used in non-software applications or products. The practice can be applied to any product or service. There are law companies that use Agile in their processes as well as clothing companies. It can be applied to any kind of service or product since the principles are universal.