The Essential Role of a Product Owner

A product owner is someone who is responsible for the success of a product or service, from the idea and design stage to the development and marketing stages. It’s important for a product owner to focus on both user and organisation value in order to ensure that the product will be successful. To understand more about why this is essential, let’s look at Theodore Levitt’s quotation and Roman Pichler’s product vision board, as well as examine how focusing on user needs can help generate revenue.

Theodore Levitt’s Quotation

Theodore Levitt said, “People don’t want to buy a quarter-inch drill; they want a quarter-inch hole!” This quote perfectly illustrates why it’s essential for a product owner to focus on what users need instead of just what products can offer. By understanding the benefits that products provide, such as convenience or new experiences, it can help guide product owners in developing products that meet user needs.

Roman Pichler’s Product Vision Board

Roman Pichler introduced the concept of a ‘product vision board’ which captures key information about the target customer, their problem, and how your solution solves it. It also includes information about how you will measure success and how you will market your solution. This tool helps ensure that everyone involved in the project has a clear understanding of what needs to be accomplished and how it should be done.

Generating Revenue by Meeting User Needs

Product owners must focus on meeting user needs if they want their business to succeed. When users are satisfied with your product or service, it leads to more word-of-mouth referrals which increases sales and generates more revenue for your organisation. By focusing on user needs first and foremost, you create a win-win situation for both users and organisations alike – users get what they need while organisations get financial gains from their efforts.


Every successful business needs an effective product owner who understands the importance of focusing on both user and organisation value when creating products or services. By understanding Theodore Levitt’s quotation about why people buy products and utilising Roman Pichler’s product vision board tool, product owners can develop solutions that meet user needs while generating revenue for their organisations at the same time. With these strategies in place, businesses have everything they need to succeed!

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