Il ruolo del Product Owner come leader di progetto è quello più adatto a favorire l’innovazione, poiché si occupa di ognuna delle 4P del Marketing Mix (Product, Price, Place, Promotion).
Partendo da un’idea promettente selezionata occorre valutare, tramite un progetto di Esplorazione, l’opportunità di avviare lo sviluppo del relativo prodotto.
È di grande aiuto, in questa fase esplorativa, l’impiego di strumenti dinamici che evolvono nel tempo come il Lean Canvas e il Product Canvas. In tal caso risultano opportune l’introduzione di indicatori e la conseguente gestione del portafoglio delle idee.
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