Is It Time to Change Our Vision in Digital Product Management?
Anar Rustamov, PhD.
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Digital Product Development: A Magical World
Digital products represent a world of magic. Their intangible nature often makes it difficult for our minds to fully visualize them. Imagining hundreds of pages, data flows, reports, and interconnected systems is beyond the capacity of a single human brain. Over the past 50 years, countless authors have proposed methodologies, approaches, tools, and techniques to help visualize digital products effectively.
Visualization is critical—it is the bridge that connects the business world with the development world. The business world funds digital products, while the development world builds them. Effective visualization is the only way these two domains can find common ground, fostering communication through shared understanding.
The Communication Divide
The business world operates using unstructured, business-oriented language—terms like sales, strategy, marketing, and procurement dominate their conversations. In contrast, the development world communicates through structured, technical language—concepts like entities, database structures, architecture, and APIs are their norm.
When these two languages collide without understanding, a communication war emerges. This often results in the inability to visualize the digital product clearly, creating significant roadblocks to progress.
The Gap in Digital Product Management
There’s a glaring gap in the digital product management process. Some experts blame product owners, others point fingers at development teams, and yet others attribute the issue to product managers, scrum masters, or other roles.
However, if we shift perspectives, the root cause of this communication war during digital product visualization becomes clear: the lack of a shared language.
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Bridging the Gap
What if we could teach the business team the fundamental technical language they need to communicate effectively with development teams? Similarly, what if we could teach development teams the essential business language they need to understand business requirements?
By doing so, both teams could evolve into Agile Communication Professionals. In this scenario, the business and development teams would communicate seamlessly, effectively visualizing digital products with precise technical requirements. Clear requirements mean tasks assigned to development teams are well-defined, minimizing misunderstandings and delays.
The Vision of the Digital Product Management Institute
This is the core vision of the Digital Product Management Institute (www.dpminstitute.org): Digital Product Management with Agile Communication Professionals.
By training and coaching Agile teams—including Product Owners, Scrum Masters, and Agile Coaches—in both business and technical languages, we can enable effective communication across the board. The result? A potential savings of 40-60% in coding time and project budgets.
#AgileCommunicationProfessional #DPMInstitute #AgileCommunicationFramework
Finance and Management consultant, trainer
3 个月Very good point! But to me, It will make sense mostly for large banks, telcos etc. For the rest businesses, first we need to start business trainings (strategy, segmentation, targeting , etc). Unfortunately majority of problems arise from not understanding their own businesses ??