Agile in Construction: Why Construction Teams Need Product Owner Thinking with Luca Cotta Ramusino

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The Great Product Owner: The Customer Value Detective

Luca discovered that applying the Product Owner role in construction requires thinking like a customer and understanding that "it's the customer that defines what value is." The great Product Owner in construction acts as a customer value detective, constantly asking "which task out of these is going to move the yardstick?" They ensure that work always serves a customer—if you can't identify your customer, you should stop and find one. This mindset transforms how construction teams approach their daily huddles and project planning, viewing everything through the lens of customer value rather than just task completion.

The Bad Product Owner: The Waste Accumulator

The bad Product Owner in construction fails to eliminate waste from processes, allowing non-value-adding activities to persist simply because "that's how we've always done it." They struggle to have candid conversations with customers and fail to tease out real requirements. Instead of transforming language into customer reality, they ask customers directly "what they want" without understanding that customers are better at identifying what they don't want than articulating what they need. This approach leads to projects that complete tasks without delivering real value.

In this segment, refer to The Last Planner Method.

Self-reflection Question: Can you clearly identify the customer for every piece of work your team performs, and how do you ensure that work truly moves the project toward completion?

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About Luca Cotta Ramusino 

Luca is a passionate Lean advocate with roots in the construction industry, now guiding teams through agile transformation. He thrives on exploring uncharted territory, then helping clients navigate it with confidence. Ask him how Lean and agile methods can unlock your team's potential in today's fast-paced, ever-evolving work environment.

You can link with Luca Cotta Ramusino on LinkedIn.