Rich Mironov’s We Don’t Hire Product Owners Here is a treasure trove of advice and clear thinking on the dangers of not taking the Product Owner role seriously in companies that make the switch to Agile development. There are so many good sound bites, but I’ll stick with just one that hits close to home:

Don’t let your customer request list become your roadmap. Kano analysis teaches us that letting current customers prioritize your backlog for you leads to market failure.  Don’t let your product owners confuse “this is what the enhancement request says” with “understanding and solving real customer problems.”