Most products fail.

Even great products sometimes don’t find a market. Roles like Scrum Master and Agile Coach are similar and have been under threat for a while. Not because they are ineffective but because they haven’t found their equivalent of Product-Market fit and crossed the chasm.

For years, Scrum Masters and Agile Coaches have been tasked with coaching Product Owners to maximise agility. In an interesting twist, the tables have turned. Now, for Scrum Masters and Agile Coaches to thrive, they need to embrace aspects of the Product Owner role.

Leadership and agility coach Geoff Watts, who has spent 20 years supporting agile professionals, will explain that essential techniques from the world of product management are needed for the great roles of Scrum Master and Agile Coach to survive. They must evolve to avoid becoming endangered species.