Nearly 20 years after the publication of the first Scrum book, the product owner role is still riddled with misunderstandings. It’s not uncommon for me to meet someone who refers to her- or himself as a product owner, only to discover that the person owns a feature or the product details but not the entire product. Other times, I meet people who say they are product owners but who manage a whole product portfolio. This article helps you reflect on and improve the way the product owner role is applied at your workplace. It describes six common types of “product” owners. It shows how the roles differ and relate to each other, and it explains how you can effectively apply them.