Who are our customers in shared services?

Shared services teams often wonder: Does product ownership still apply here—or are we the exception to the rule? In this episode, Brian and Kert Peterson explore how Scrum principles hold up when value isn’t always customer-facing and demand never stops.

Overview

In this episode of the Agile Mentors Podcast, Brian welcomes back longtime friend and mentor Kert Peterson for a deep dive into what product ownership looks like in a shared services environment.

They explore the practical realities that differentiate shared services from traditional product teams, from endless stakeholder requests to the challenge of defining “value” when your users are internal. Together, they discuss the importance of proactive leadership, strategic alignment, and understanding who your real customers are. Kert also shares tools for improving intake, applying an experimentation mindset, and closing the feedback loop, even when your work is abstracted from the business’s end goals.

Whether you’re a product owner in infrastructure, data, middleware, or internal tools, this episode will help you reconnect your team’s work to the outcomes that matter.

References and resources mentioned in the show:

Kert Peterson
#9: Scrum Artifacts with Kert Peterson
#12: Kanban with Kert Peterson
What Happens When For Product Owners
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This episode’s presenters are:

Brian Milner is a Certified Scrum Trainer®, Certified Scrum Professional®, Certified ScrumMaster®, and Certified Scrum Product Owner®, and host of the Agile Mentors Podcast training at Mountain Goat Software. He's passionate about making a difference in people's day-to-day work, influenced by his own experience of transitioning to Scrum and seeing improvements in work/life balance, honesty, respect, and the quality of work.

Kert Peterson is an experienced Agile coach and trainer who bridges the gap between business strategy and technical execution. With a background spanning engineering, marketing, and management, he’s helped teams at Amazon, NASA, and Capital One launch Agile practices that actually deliver.

Auto-generated Transcript:

Brian Milner (00:00)
Welcome in Agile Mentors. We're back for another episode of the Agile Mentors Podcast. I'm with you here as always, Brian Milner. And today I have one of my dear friends with me, Mr. Kert Peterson is back. Welcome back, Kert.

Kert (00:13)
Thank you, Brian. It's great to be back with you.

Brian Milner (00:16)
Love having Kert on. Kert is one of my mentors and actually first person I ever came in contact with when I was trying to become a CST. He kind of showed me the ropes and took a lot of time helping me to understand how to do this thing. So I have a huge debt of gratitude to Kert that I can never repay. But wanted to have...

Kert (00:33)
It's funny, Brian, let me just say I have the same debt of gratitude to Mike Cohn. So it's funny, it's coming full circle.

Brian Milner (00:37)
That's awesome. That's awesome. So, but we wanted to have Kert on because we want to talk about something that we I know I've heard a lot of questions about in class and it's a big topic of conversation. And that is, you know, when we talk about working in the area of shared services, you know, how does product ownership fit and work into that area? Does it fit and work into that area? Or do we find the exception? Is this the place where product ownership just all of a sudden is not able to provide any value? So Kert, that's a huge big ball of yarn to unravel there, but what comes to mind when you think about this?

Kert (01:18)
Well, I think back to the origins, what inspired the Scrum framework, which was Japanese product companies in the late 1970s doing things differently, using this sort of rugby approach and getting cross-discipline groups together and seeking to innovate and reduce time to market. So when I think about product ownership arising out of that context, it's very clear, right? There's a printer that I want to get better at. I want to take a Canon EOS Rebel and I want to make the next generation of it, or I want to take the Honda Civic. And I want to improve the way it shifts or whatever. And so there's a lot of clarity. And I think, I would say an easy vision to sort of begin to form and coalesce around the direction we're moving in. And the shared services groups I've worked with, whether it's middleware or data people or cybersecurity folks, they just experienced this constant deluge of requests from a variety of stakeholders, dozens, if not hundreds of stakeholders. And it feels like they're always operating tactically. helping those product owners that they're leading shared services teams to shift out of the tactical and begin to think more strategically and begin to get more, I guess, proactive about how they meet requests and what they're going to offer and how they're going to offer it is sort of a challenge that I think I see many of my customers and clients up against.

Brian Milner (02:37)
Yeah. I think one of the things I hear quite often about this is it's sort of, you know, cause and for example, a product owner class or something like that. We'll talk a lot about understanding your customers and, and mapping out kind of personas and other things and how that influences our idea of value. And then how you, kind of rank value according to your backlog. And that, that to me is kind of where one of the friction points here in shared services is you've got these demands coming at you. all day, every day from all these different corners and from everyone, it's urgent. From everyone, this is the most important thing. So how can you apply some of this product ownership mindset principle to scenarios where everything is urgent?

Kert (03:21)
Yeah, you those fundamentals, you know, when something's coming in, how do we weigh it against other opportunities? And usually we want to do so financially. How do we kind of begin to assess this particular request or opportunity against others? And when I teach product owner training in person, I hand out these little plastic covered pictures of currency. So I'll have like a yuan from China. I'll have a euro, I'll have all these varieties of currency and I won't, I make them kind of cryptic. Like I'll choose one from, you know, maybe one from Mongolia. And so I put this currency in front of them. say, okay, rank these in order of value, you know, translate it to U S dollars, which one's most to least important. And they struggle because I don't let them look at their phones and they have to, you know, sort of think or be creative. And at the end of the activity, they realized, wow, I don't have a system for translating this currency into the currency that's universal, which is US dollars. And it gets them, it sort of sets the stage for this idea of scoring, you whether you're using rice or some other scoring method, it sets the stage for that conversation, which is critical. How do you objectively assess what's coming in and make the choice on the next best thing to build? Yeah.

Brian Milner (04:36)
Yeah, that's a great exercise. I love that because it's a great picture there to understand as a product owner, you can't make those decisions in a vacuum. If you don't have the background, if you don't have the knowledge, if you don't have source information coming in, then no, I can't rank currencies. I've got to have expertise in those areas to help me understand those things. So yeah, I love that exercise. That's awesome. One of the other things I hear quite often in the shared services space is kind of the idea of, maybe this stuff is, maybe Scrum doesn't work as well in a shared services space because of the immediacy of all this stuff. And maybe we have to do Kanban versus Scrum. What's your opinion there?

Kert (05:18)
When I was at Capital One many years ago, shared services teams were adopting Scrum because that was the only game in town. This was 2005. really Agile was sort of very closely connected to Scrum because the Scrum and XP communities sort of were the members of the Agile Manifesto. And what Scrum teams end up doing is they say, you know, we're going to have a sprint planning session and we're going to plan 10 % of our capacity for something that is doable. And we're going to reserve 90 % for unplanned work. that's coming at us. And I see Scrum teams that retain Scrum and that want to leverage Scrum for shared services really just allow for a huge buffer of flexibility. But they also start to get curious about, you know, over the last two weeks, we left 90 % of our capacity open. We used all of it. And here's the top three, you could say offenders, right? Top three requesters, top three sources of demand. And they really begin to get good at tracking where their money's being spent as a team. So they can go back to those stakeholders and say, look, if you want us to continue to serve you, give us some more funding. So I think Scrum teams can excel in shared service. You're applying Scrum in shared services. I just think there's some nuance to it. That's been my experience. I'm curious what you see too.

Brian Milner (06:34)
Yeah, no, I think that's a great point. I think that 90-10 kind of thing, the thing that concerns me or that I always try to raise with people is the whole concept of transparency and trying to understand the reality of what's behind this. So you make a good point. If we have top three offenders of people who are the people who constantly requesting things from us, it's important, I think, to stop and look at those things and say, how many of these things were things that could not have been foreseen or things that we could not have planned in advance. And how many of these things are things that really were just kind of urgent pop-up day by day, we've got to handle these things as they come in. And don't take for granted, I don't think would be my advice to people that all the things that people are requesting of you are kind of urgent day by day things. There's probably a lot of those things that could have been foreseen and could have been planned. But it takes kind of that after action of retrospecting and trying to figure that out to know the difference.

Kert (07:34)
Beautifully put, I totally agree.

Brian Milner (07:37)
Yeah. So Kert, what are some of the other big challenges that you've heard from people in the shared services space when it comes to just using Scrum?

Kert (07:45)
Well, one of the biggest challenges that I've seen and one of the things that I think is a great solution I heard from one of my mentors, Kevin Rosengren, who worked at Capital One for many years. I worked with him at Applied Frameworks and he's now an airline pilot. He loves to fly. And so he's back doing that commercially. But I worked at Mission Health in Western North Carolina for, I was a contractor there working with the application support team. And I kept using the word intake management. intake management and Kevin got really his kind of the back, back, hairs in his neck kind of bristled and his hackles went up and I'm like, come on, Kevin, what's, what's wrong with intake? And he said, intake implies passivity. You're just kind of standing there waiting for things to come at you. He says, I want my product owner to be proactive. I want them to have a vision, a mission. want them to be out in front of the problems. And so I think one of the biggest challenges for shared services is really, taking ownership of the team. And really be a financial custodian for the investment that the company's making in that team and being more proactive in Kanban. We have this term called shaping demand. And this idea of shape demand implies proactivity. So I'll give you an example. was it Collins aerospace working with a middleware team and they did some demand analysis. They kind of diagnosed their backlog, what's in it. And they, they started to realize they weren't tracking an important backlog item. speaking of kind of unplanned work, there are people with ask him for advice or consulting and they realized over a period of weeks or months that a lot of their capacity was kind of leaking or going out via these, just these consulting hits that they took. Give us advice on this, give us advice on this and it may be three hours here, four hours there, but it would add up and they realized, Hey, we can get more active. But we create a knowledge base. If we have some protocols about how we receive this request, if we make them fill out a form. So those are some. some aspects of really taking ownership of your service and requiring certain, you could say, information or maybe levels of respect coming from the requester that begins to help you feel like you have more power than you might have thought last week or last month. Yeah.

Brian Milner (09:55)
Yeah, that's a good distinction because I agree there is sort of this reactive nature sometimes to that work. if I'm a, I don't know, if I'm a backend shared services team and we're fulfilling requests on a daily basis of people to build servers and install things or whatever, it can feel an awful lot like we're just reacting to what people are giving us. So that, I agree, that's a huge challenge of, know, when you're that kind of product owner, how do you come up with a vision? How do you understand, you know, I get those questions all the time, especially if you're in things like sprint goals, you know, those kinds of things. You know, do we have a sprint goal when what we're doing is just kind of taking things in and responding to people? What do you think are the keys to people becoming more proactive than reactive as a shared services team?

Kert (10:48)
Yeah, that's that I think therein lies the challenge, Brian. I think that's a real challenge because I do think that things come at you and it just feels like you you're a ticket taker, right? You're you're you're just under this deluge of constant work and it's very tactical and it's very kind of, know, it doesn't it lacks sort of that that sense of purpose drive and the ability to say no. Now, some demand is going to be irrefutable, some demand you just have to say yes to. But I think more often or I say There is definitely a category of demand that you should be able to parse through and determine if it's for you and if it fits with the strategic goals that you've been situated, that you've been assigned or your mandate, so to speak. Gosh, it's shifting from, it's kind of like, how do you shift from that fire fighting mode to fire prevention? And I think there's a piece of that is kind of.

Brian Milner (11:35)
Right, right.

Kert (11:37)
I call it scrambling up to the crow's nest, you know, in the old pirate ships. And you've got to have at least someone on the team that's looking out and seeing the big picture and understanding the strategic goals of the business and how we as a shared services team can begin to serve them. But I don't have a, it's not easy because, you know, I think when I was a product owner at Amazon in the early days, and there was a very clear, you know, there was very clear missions like let's grow the number of wishlist creators or number of wishlists in the community. And so there was a kind of a clear, you could say marker and a clear direction for what you're up to. You're serving the community. You're doing things to populate the community, get people more connected. I think there's a lot less clarity and you have to kind of hunt for it, I would say. And I think it does take I think one of the challenges for shared services leadership is to be more connected to the business and to recognize themselves as a more integral part of the business and the ability to actually affect business outcomes. I think, so anyway, connecting to the business and getting those shared outcomes in view, think is a part of that puzzle.

Brian Milner (12:44)
Yeah. Yeah, I think you're making a strong point there because I agree. That's sometimes I think the challenge in that space is you do feel sometimes very disconnected from the business goal because it's not as clear as gain this new set of customers or service this new clientele or anything. It's more support based. It's more infrastructure based. If we don't do our job in that space, then we can't enable the other groups to do what they do well. But that's a layer of abstraction really, even from what the business has as its goal. So I think that's an important point is, if I'm that kind of product owner, I want to make sure that what we do is tied into the business objective and trying to understand fully what it is we're trying to do as a business and how we support that. We talked to, I mentioned a little bit earlier about customers and that being kind of a friction point of understanding customers. And how do you, how does that relate in your mind when you're in a shared services team? Do you, there less emphasis on trying to understand who your customer is if, know, from product ownership, uh, kind of discipline, uh, or, or is it just as important and we were not really understanding what we. should be classifying as our customers.

Kert (14:07)
I think it's the latter, Brian. I definitely think it's the latter. When I was working with this 50 person division at Mission Health, I Mission Health got acquired a couple of years ago, there were requests coming from every department in the hospital system. mean, there was clinics, there was oncology, there was radiology, there was all this, there was this huge landscape of stakeholders that, again, felt like my thing's the most important. And understanding each customer or segment of the, you could say the market, right? The 10,000 person healthcare system was really critical to sequencing work and shaping work and to timing, determining how to kind of decompose it. And so that was a really vital piece. what, you know, I think about a few weeks before I left Mission Health, there was a really strong move from the leader there, Joel, to create what we call strategic engagement partners, which really were these proactive individuals that would go out into the landscape of the hospital system and begin to profile the oncology clinicians or the oncology physicians. And so by doing that, it started to kind of get them to put a finger on the pulse of the bigger, really the customer, which was a variety of customers, but it also helped them recognize, okay, this quarter we're, As a healthcare system, we're falling way behind in MRIs or radiology services. And so we better give some extra attention to that. So let's ensure that that's part of our goal this quarter. And so it really, that strategic engagement with the customer is, think as critical as it is when you're selling a camera or a car. Yeah.

Brian Milner (15:43)
Yeah, yeah, that's awesome. That just brings to mind as well then the idea of making closing that loop with your customer to understand whether what you're doing is actually making impact or not. And I think you gave a good example there, but what about if your shared services team is kind of more internal? And like I said, if we're installing servers, If we're installing some big network system or something, and that's what our team does in various places, how do we close that loop in a more productive way and really make sure that the work we're doing, even though it's somewhat repetitive, even though it's abstracted from your end customer, how do you make sure it's actually doing what's needed?

Kert (16:26)
Yeah, that's, I love that question, Brian. It's a fantastic question. So I live in Canada. moved here, moved here five years ago. There's a data center of excellence, data center of excellence for the government of Alberta. And, the leader of that data center of excellence, a guy named Donnie, he, he came to one of my product owner trainings and he started to kind of put pieces together that I want my 30 person data team to be equipped to not only go out and service, you know, the community of the ministries. there's like 26 ministries. like health, education, kind of like departments here in the US to service them, but also to help recognize that what we're providing is impacting the bottom line of the ministries. And in some cases, it's harder than others. I mean, I'll just like the Ministry of Health Care, for example, if a data center of excellence can go in and be a strategic partner for that data for the health care ministry, they can begin to formulate.

Brian Milner (17:14)
Yeah.

Kert (17:24)
a strategic plan for how they use data. They can begin to equip them with dashboards and other information, other data products, and they can tell a story to the bigger organization that's allocating funding for the data center of excellence. So his drum that he beats is he wants his people to be able to go in and engage strategically and be able to tell a story about the impact they have. Now, some industries are so busy and so inundated with work, they just want a dashboard. Be a ticket taker, give me a dashboard, and don't bother me with strategic stuff. And those are much harder to kind of draw the connect the dots between business impact and our efforts. But there's going to be a subset, I think, of requesters or customers that you're going to be able to start to build a relationship and tell a story. And then those customers become indispensable to, they can become part of your testimonial.

Brian Milner (17:55)
Yeah.

Kert (18:15)
they become indispensable to you justifying your existence the next annual budgeting cycle, so to speak.

Brian Milner (18:21)
Yeah. Yeah. That's so good. One of the other areas I'm thinking about as we're talking about this, because there's a lot of content that comes across in the product in our class about the idea that we should be in an experimentation mindset and look at the things in our backlog more as experiments. We're running these things trying to see if they're going to solve the bigger problem. And then if they don't, we find another experiment. Sometimes I hear a lot from people in classes that are in more shared services places that they have a harder time finding how that would fit in with what they do. It doesn't feel like experimentation. feels like, like we've talked about kind of more order taking. So how does that apply, Kert? How do you, how do you, if you're a product owner in that space, how can you take more of an experimentation mindset if you're in shared services?

Kert (19:10)
Yeah. You know, I love this question. I've never heard this question, Brian. And it's, it's a great question. It's, it's, it's taken me deep down deep, deep thinking about product ownership. I'll throw out my, my, my, I'll kind of expose my thinking and it, cause I don't have, direct experience that I could point to in sort of this experimentation, the application of this mindset to shared services. I can imagine, can imagine if you have a customer that comes and says, you know,

Brian Milner (19:14)
Hahaha. You

Kert (19:39)
I want a purple minivan. And you're in that mindset as a shared service provider, you're going to want to discover the underlying need and sort of begin to kind of tease out, you know, what is it that you're trying, what problem are you trying to solve? What is it that you're after? And maybe, you know, we've all seen that famous, you know, iterative incremental picture of, you know, the skateboard, then the, you know, what is the... thing with the handles on it and then the motorcycle and a bicycle. So that evolution of solutions you could say. And I think if you're in that mindset, you're going to say, Hey, I know you want a pink minivan or a purple minivan. Let's start with, you know, this, which is, which is going to move you in that direction, because I know what you're doing is trying to solve this problem. And let's start with that. And let's see, let's see how it goes. You see, you're enlisting the support and partnership of your customer or requester. And so it takes that willingness to kind of be in a.

Brian Milner (20:03)
Yeah.

Kert (20:30)
experimental mindset with the shared services provider, I would think. So that's my thought. don't know how that question lands for you, but it's a great question.

Brian Milner (20:38)
Yeah. No, I mean, I think this is kind of central to what we're talking about here because, you know, I think there are going to be things that, you know, are just needed and there there's not really going to be an exploration of those things. If we have a government regulation that says we've got to do this and you've got to have this in place by this date or whatever, that's That's not up for question. I don't need to run a rice, you know, kind of a prioritization on that because it's needed, right? It's unquestionable. But I think that sometimes it's sort of that line in product ownership of, I think it's very easy if you're a product owner in the shared services space to maybe shift and consider everything as a needed thing, as being an order taker. And if that's the case, then yeah, you kind of, you kind of abdicate your, responsibility in that case of understanding and prioritization and everything else, because you're just kind of giving it to the people who are demanding things from you. And I think that that's there's, there's a balance there. There's a yin and yang. I think because you've got to understand some of those things are that way. And there are some things that are not. And the things that are not, I've got to understand, as you said, the core need behind it. Because it's very easy to have your stakeholders turn you into just an order taker. And if you allow that to happen, your stakeholders will run over you. But you've got to keep that wall, keep that boundary up, I think, if you're a product owner in that space, to be able to say, now, wait a minute. You're saying you need this. Let me understand why, help me understand what's behind this. What is it that you're trying to do and accomplish with this? It's the whole how versus what kind of discussion, right? We have to understand the how behind it, or we have to understand the what behind it so that we can then talk with the team and find the best how. But if we don't go through that extra work, then I think that we just.

Kert (22:34)
Yeah. Yeah.

Brian Milner (22:51)
quite simply become order takers and get overwhelmed with the volume that's coming at us.

Kert (22:56)
Totally agree. And I think data teams are a prime example because of course everyone these days wants a dashboard. Give me a dashboard. I need a dashboard. And the probing and sort of the con I call it a consultative approach. The consultative hat you wear to go in and discover what's underlying that request. And like you're saying, what is it you're really wanting and why and what need are you trying to, you know, kind of achieve there is often I say undervalued.

Brian Milner (23:01)
Yeah.

Kert (23:22)
And often, you know, not seen because they're under such a deluge of just, you know, okay, just get them something and make them go away. And I think there's a desire to have, I mean, Donnie wanted sort of everyone in the team, his 30 person team to have that capability or that sort of consultative hat that they could wear. And I think that can come with time, but I do think that there's some people, you know, in that What we recognize was in that 30 person team, there were probably six to eight folks that were really sort of ready to step into the role of product owner. And so I think one of the things that's important in any team, specifically in shared services teams is to recognize there's going to be people or a person or people that are sort of inclined towards, you know, being a great listener, being consultative, thinking strategically and sort of bringing, you know, having kind of, I don't like the word gatekeeper, but sort of manning that front gate and ensuring that what's taken in is well understood and well shaped and all that sort of thing.

Brian Milner (24:20)
Yeah Yeah, I agree. don't like gatekeeper as well, but there's a judgment element, right? I mean, you've got to apply judgment. And that's quite frankly something that only humans can do is to apply judgment to decisions and understand the story behind the data. Well, this has been great. I really appreciate you coming on and talking about this topic. As I said, this is something I hear questions about quite often in product owner classes, because there's a huge number of product owners out there that are in this space and sometimes feel like the redheaded stepchild. Maybe we just don't fit in. But I think you made a strong case here. I think there's a lot that can apply.

Kert (25:07)
So, so Brian, I'm really curious when you think about great product owners. I feel like my question to you is, are they made or are they born great product owners? Do you have any thoughts? Like what comes to mind when you think about that question?

Brian Milner (25:16)
Ha ⁓ yeah, I mean, there's, there's, there's talent and skill, is what comes to mind. And I think that we all have some natural abilities in different areas, but I think we all have skills that we acquire and learn and there's discipline to it. There's rigor to that. There's a process to it. And I mean, I, you know, I think there are our product owners that have talent, ⁓ that are, that's kind of innate. but for me, it's mostly in areas that's, things like communication, right? If you're, if you're a poor communicator, ⁓ you can improve your communication skills, but, ⁓ you know, you see this in politicians and things in certain times. I talk about certain politicians as being just really good communicators naturally. Yeah. They, they've, they've studied communication and understand how to do it better. but they had an innate skill in that area already, or innate talent, I should say, since I'm differentiating between the two. ⁓ But yeah, I think I would lean more towards like maybe 90-10 skill over talent, and that it's, you know, it is a lot of practice and learning and discipline that we just, need to study and know our craft, you know, it's a craft. And I think we have to improve on that and get better at it. But yeah, I mean, in this kind of work, think I wouldn't put too much emphasis on the talent side of it. I think that there is some innateness that can be useful, but ⁓ I kind of lean much more to the skill area.

Kert (27:06)
Yeah, yeah. So Donnie's got this 30 person team and he suspected there were six to eight that were suitable candidates to kind of go into a multi-week cohort to kind of become sort of more seasoned or sort of competent product owners. If you had 30 people in front of you and you were asked to choose the six to eight that are most suitable for a product owner program, would you have any thoughts around? how you would do that. mean, I'm guessing you probably wouldn't draw straws, but

Brian Milner (27:38)
No, I mean, I think it comes back to some of the things that we talk about. ⁓ Whenever I go into an organization and try to figure out who's the right product owner for this product, it comes down to a few common things. First of all, do they have the domain knowledge for the product? Do they know enough about that product to be effective, know about the market, the customers, those kind of things? Do they have the availability to do the job? ⁓ Are they constantly going to be involved in other things? Are you splitting this person between 10 teams? ⁓ And then are you going to be able to give them the authority that they need to make the decisions that they need to make in that role? ⁓ if I was trying to decide which is the right person, that would be the rubric I would be using is trying to say which one of these people match best for this product.

Kert (28:34)
Right on. Cool. Thanks, man. Thanks for entertaining that last topic.

Brian Milner (28:39)
Yeah.