Joelle Tegwen: Business Analyst to Product Owner—More Than a Title Change

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The Great Product Owner: The Collaborative Visionary

Joelle worked with an exceptional Product Owner at a medical company who was leading their team into a new way of working. This PO understood both the vision piece of the work and the importance of experimentation, recognizing that the team was responsible for figuring out how to solve the problems they were trying to tackle. Working within a Large Scale Scrum framework, they demonstrated patience while collaborating with skilled team members to improve how they worked together. Rather than complaining to the team about performance issues, this PO collaborated directly with the Scrum Master to address challenges. Most importantly, they maintained crystal clear focus on customer value, ensuring every decision and direction connected back to what would truly benefit the end user.

The Bad Product Owner: The JIRA Manager

Joelle describes the problematic pattern of Business Analysts who receive a title change to Product Owner without understanding the fundamental shift in role and responsibilities. These individuals continue to see themselves as scribes rather than visionaries, treating their primary job as managing JIRA instead of setting a vision for where the product should go. They typically lack understanding of meaningful metrics and rely on gut-feel prioritization rather than data-driven decisions. Most critically, they fail to communicate about problems to solve or establish a clear North Star for the team. Joelle recommends providing these POs with structured formats for Epics and features that start with hypothesis, problem, and measures, helping them think at higher levels than just user story management.

Self-reflection Question: Whether you're a Product Owner or work closely with one, how might you help elevate the conversation from task management to vision and problem-solving?

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About Joelle Tegwen

Joelle helps teams build products that customers love in a sustainable way and with high-quality. She creates environments that foster high performing teams improving their interactions. Her background in science and passion for cognitive science complement her work. Joelle's non-linear, 15-year career in software development has provided her with diverse perspectives.

You can link with Joelle Tegwen on LinkedIn.