Scrum is a process framework that enables lean, agile, and competitive approaches to product management and development. While Scrum is conceptually simple and involves only a few roles, artifacts, and ceremonies, its practices demand discipline and its implementation causes a paradigm shift in product management and development. Many teams and organizations implement Scrum practices, but don't readily absorb its underlying philosophy, and thus don't maximize their return on adoption as they enact its practices.

This session is a introduction to how Product Management can be more effective when using Scrum; how to absorb its philosophy and enact its practices for maximum return. In particular, how Scrum may be used in combination with the Pragmatic Marketing Framework to produce the most positive impact for a product management team.

Watch "Using Scrum for Effective Product Management"

About the Presenter

Sinan Si Alhir is a Practitioner. He has over two decades of experience in all aspects of software development. With a proven performance record in aligning Business and Technology using industry-recognized and organization-tailored Lean, Agile, and other Best Practices, he focuses on transforming organizations by cultivating effective Communities of Practices (CoPs).

He is a Certified Scrum Master (CSM), Project Management Professional (PMP), IT Project Management Certified Professional (IT Project+), and e-Business Certified Professional (e-Biz+). He is a member of the Agile Alliance, Agile Project Leadership Network (APLN), and Scrum Alliance. He is the author of “UML in a Nutshell" (O’Reilly & Associates), “Guide to Applying the UML” (Springer-Verlag), “Learning UML” (O’Reilly & Associates), and articles on the “Unified Modeling Language (UML)” and “Unified Process (UP)” in the “Encyclopedia of Software Engineering” (John Wiley & Sons) among other publications. He commonly speaks at various professional events (conferences and user groups).