In this blog I talk about how you could deal with the challenges of defining your product in a LeSS adoption.

Why do you need to define your product?

In a LeSS adoption you need to have a product definition, because your product definition determines what organisational elements (people; components; processes and systems) will be part of the adoption. Your product definition determines:

  • Who will be the Product Owner;
  • What items are on the Product Backlog;
  • Who are the users of the Product;
  • and also which people you need to develop and run the Product.

For example. Let’s say you define your product as “the backend”, then your “product owner” is probably a technical person who understands the backend, and the items on the Product Backlog are likely very technical like for example “extend domain model with …”, and the “users” are other development teams.

On the other hand, if you define your product as “Business Loans”, then your Product Owner is probably a business person who understands the market of business loans, the Product Backlog will have features like “Express loan offers to small businesses”, and the users are paying customers.

What is a product?

Most customers I work have been scaling Scrum using what I call Copy Paste Scaling and introduced narrow product definitions and lots of other problems because of that. I then have to make the teams aware, that what they are actually working on is just a part of the real product. The part the teams are working on is known in LeSS as a component.

In LeSS, we prefer that the Product is defined as broad as practical because that will give you adaptability and speed. In LeSS adoptions, this usually means that the Product spans lots of components. Also, we want the Product to provide solutions to the needs and problems of end users. And, in case of commercial companies, the Product must provide a way of making a profit.

When working with my customers I define a product as having the following properties:

  • It has users who are people;
  • It provides Features to those users that addresses their needs and problems;
  • It has a business model; (independent P&L)
  • It is developed and run by a system of people, components and processes.

So, if you are working as a team or Product Owner on something that does not have 1 or more of the above properties, then you are probably not working on a product. Of course there will be exceptions to the rule, it is just that I have not seen any commercial product until today that does not have these properties. 

Internal and external product definition

The product definition that marketing uses might not be the same as the internal product definition used by the LeSS product group; and that is perfectly okay!

Marketing might differentiate their product definition to create product identity and connect with certain types of customers. For example, in one of my banking customers, they have difference kinds of credit cards with associated benefits, plans etc. These credit cards are presented as different products by marketing, but internally they are defined as a single broad product by the LeSS group. Another example could be the different smartphone models (product family) , as they are defined as separate products for the end consumers. Internally the smartphones probably share a lot of their (software) development components and might be defined as a single Product.

So, from the LeSS development perspective the product definition is for optimizing adaptability, speed and learning. From a marketing perspective, it might be beneficial to have a different product definition. 

Where does the product definition fit in your LeSS adoption?

LeSS adoptions are mostly about moving a product group from teams that focus on a small part of the whole product, to teams that have a whole product focus. At the start, the teams usually already work in an agile approach like Scrum, but the group wants to take the next step and fix their problems. ( See Scale Your Product Not Your Scrum ).

LeSS has some approaches for moving teams to a whole product focus. One approach is a all-at-once approach that if often used for a smaller LeSS adoption. The other approach one is an incremental approach, using a Feature Team Adoption Map which is typically used in LeSS Huge adoptions. (See Feature Team Adoption Map Explained for more details)

In both adoption approaches you basically follow the steps below:

  1. Define your Product 
  2. Define the activities needed to have a perfect Definition of Done. ( Once you know the Product components and Definition of Done activities, you also identified the people needed to ship the product. )
  3. Let the people self-organise into Feature Teams that can cover most Product components and Done activities. 
  4. Determine how to deal with the Product parts and Done items that are not taken on immediately after the flip, if any.

Below you can find a detailed explanation of step: Define your Product.

Defining your product?

Step 1: Study how the work works

You want to study how the work works for your group, so that you understand what organisational elements you need to develop, maintain and run your product. The steps I take are:

  • Start with the things you currently call “products” (components), the people and processes you have currently in your group;
  • Identify some typical end-users of your system (could be people from antoher company integrating your product into their product);
  • Identify some typical needs these users want addressed;
  • Identify some features for each of the users that they consume to address their needs;
  • Identify the boundaries through which the users consume the features to satisfy their needs/problems etc. (for example a Browser, App, API, Connector or Helpdesk)

Follow each of these features from boundaries through the components, people and processes that are needed to provide the feature and satisfy the customer. Some components or other organisational elements get touched a lot of times by different features or by different users’ needs. When this happens, it is highly likely that there is a reason for that, and the reason is that these organisational elements are probably part of the same Product and not a “product” on their own. 

You will notice that your Product will be defined broader and broader, which is good if you want to optimise for adaptability, speed and learning. It is also very useful to use the expanding questions / restraining questions as described in the guide Define Your Product of the LeSS book.

The end result will be the set of components, people and processes that define the product. 

Once you understand what organisational elements are needed to develop, maintain and run your product, you need to define what organisational elements you want to start with. Also, the identified organisational elements could involve 100s of people and that means you probably want to use an incremental approach and divide the Product into Value Areas. But where to start?

A helpful tool  to figure this out is to use a Component Heat Map.

Step 2: Component Heat Map

Now that you have your Product defined you can study your work even further. Have a look at the features you want to develop the coming months and plot them against the components that are touched when you develop the Features. When you track the number of times a component is touched by the features, you get a sense of which components are used the most. You can say that, the more a component is used the more it lights up, hence you create a Component Heat Map.

The components that heat up the most indicate the work you have most of, and this information is very useful in LeSS (Huge) adoptions. The information helps the Feature Teams to select the order in which components are adopted. You want to optimize for that work you have most of, so the components that you need most should go first!

Also, the Component Heat Map will have various Hot Spots as you can see in the graphic above. In LeSS Huge, these Hot Spots could point to Value Areas in your Product that you can use to identify your LeSS Huge Requirement Areas.

There are more ways to identify your Requirements Areas. In LeSS a Requirement Area is defined from the customer’s perspective. Another approach to find your areas, is to ask your customers to group PBIs from their perspective.


Please remember that smaller Products are preferred, but they have to be real products.  An exception is when you have many small independent products, because then the negative dynamics of local optimisation can severaly reduce adaptability at the compant level. See Value Stream Fork for more details.

So far for now, I have to go to watch a football game.

In future blogs I will write about steps 2, 3 and four of your LeSS adoption.

I was talking to a company that is implementing the Spotify model and needed some help. They wanted to know the difference between LeSS and their Spotify model. We first discussed what LeSS is. I told them that LeSS is an organisational design that optimises for shortest lead time, flexibility and learning. What single team Scrum does for a 1 team, LeSS does for whole development organisations.

This answer started an interesting discussion on the difference between between their Spotify model and LeSS. I am not an expert on Spotify model but I understood enough about their implementation to have a good discussion. I briefly summarised the 3 main points of our discussion below:

Human resources

A possible difference between their Spotify implementation and LeSS is that they have ‘chapter leads’ that have HR responsibility over people in their chapter. So for example they can have a Testing chapter with a lead that has HR responsibility of the testers in that center of excellence; this is a single function organisational element. In LeSS we try to not have such a single function organisational structure. Instead, cross-functional managers that have HR responsibility over cross-functional teams are preferred; this promotes multifunctional-learning and therefor flexibility of your organisation.

Continuous improvement

Another point is that LeSS is based on Empirical Process Control; there is no model to copy. Copying a model from another organisation is dangerous as contexts differ and it is highly likely that it won’t provide the benefits in another context. The most value is not in copying the model itself, but in the journey of discovering a model that works for you, and all the learning that follows from that.

But even worse is that copying a model will not lead to a feeling of ownership. Ownership is promoted when people create something themselves, and if people feel ownership it is more likely that they will improve it; hence it is a precondition for continuous improvement by the people doing the work. Just copying what other people do, makes it harder to feel ownership. It will be more like renting and that makes a difference. I treat my rented cars different then the cars I own 🙂

Also, from the perspective of continuous improvement it might not be such a great idea to reach for an end state that you can actually reach; because you might actually get there 🙂 And then what?, what happens when you have implemented the model? are you then done? mission accomplished?

This company understands that and they take continious improvement very seriously.

The model emerges

So, deciding to implement a model a-priori as the end solution is like providing the answer before knowing the question. To me this is kind of silly; don’t do that. Instead you can start with the simplest process that works. And then you build it up using Empirical Process Control and a framework that makes transparent to all what to improve; that framework is called Scrum. We like to say that it is better to build your method up instead of tailoring it down. So you add stuff as the need for it emerges.

From what I understood they are doing that and doing it successfully.

In this little blog I want to share a simple canvas that I use to kick-off agile adoption and answer the following questions:

  • How to co-create an Agile adoption plan with clients?
  • How to get started with an Agile adoption?
  • How to ensure progress during the adoption?

Where to start

A way to start an adoption is to do preparation and planning. But before I can start, my clients expect me to write an adoption plan. Do you also have to write Agile adoption plans…? Over the years I wrote quite some adoption plans for my customers. All those plans turned out to evolve around the same topics over and over again. In the adoption plans I answered questions like

  • What is the objective of the adoption?
  • How do you know you are making progress?
  • Which Agile engineering practices do you need?
  • How do you start?
  • What is the role of management?
  • What organisational design changes are needed?

and more … After writing quite a few adoption plans I got tired of writing them. To make things easier for myself, I summarised the main adoption topics and main questions in a canvas. Eventually this canvas writing thing got out of control and resulted in a book called EMERGENT, which covers the canvas and more things on Agile adoption.

Overview of the Agile Adoption Canvas.

I use the canvas with my clients to co-create and grow their adoption plans. As a group, you move through all of the building blocks to create an initial plan. You start with the business objectives and end with Expert Coaching. Below a quick summary of the canvas building blocks.


What are our business objectives? Why are we doing this?

A common purpose of an adoption is to become a learning organisation. And for most people that is too broad and vague. It is better to find something more concrete that engages people. We know that people engage when there are clear and supported objectives to strive towards. Therefore, I like to determine and communicate the objectives of the adoption initiative. Below are some objectives I have experienced with my customers.

  • Reduce release cycles to deliver new features faster
  • Reduce cost by producing the same with less people
  • Increase agility to react faster to market changes
  • Increase employee engagement & job satisfaction
  • Increase revenue
  • Increase customer satisfaction

For change to happen and to survive the resistance that will emerge you can use a change vision; and a vision story to communicate that vision. A vision story that goes from where the company was, to where the company is now, and finally to where the company needs to be in the future.  


How do we measure progress towards our objectives? Are we moving in the right direction?

Engagement of people is fuelled when there is frequent and clear feedback on progress towards the objectives. The measures building block is about constructing the feedback indicators. In the measures building block, you define how the company is going to assess success, measure progress towards the business objectives and learn. The EBMgt measures are a good starting point.


How does management lead the transformation? What organisational re-design is needed? 

In the Lean leadership building block you address organisational re-design for optimising learning, flexibility and shortest lead time.

  • What is it about the company’s working agreements, policies and organizational structure that has to change?
  • What is it that you need to do to be able to move to Lean leaders ,coach people and to manage knowledge creation?
  • What are the changes that need to occur for people to focus on creating customer value and see high performing teams as a key asset?

Culture is about the way we do things here; and we know that culture follows organisational structure. Change is about learning; and we know that learning starts when there is a change in organisational structure. Therefore, assess your current structure and way of managing and decide what organisational redesign is needed.


How do we co-create our innovative solutions? Are we building the right thing?

The Customer Delight building block describes how you are going to engage with your employees and your customers to understand their needs and build the right product and the right Agile process.

  • What do you need to do so the employees feel comfortable to innovate their ways of working and the company can learn how to be Agile?
  • How are you going to collaborate with your customers to get innovative insights and create the right solutions for their problems?

You can understand your employees and customers by co-creation and collaboration using for example serious games.


Do we build the thing right?

For a change to take place you need to be very explicit and concrete about what practices people can to do in order to change their way of working. Clear examples and tips about how other peers are successful is a great enabler for change. The Agile development building block is about providing these examples. It is about the practices you can use to shorten the validation cycle. Only through technical excellence and developing high quality product can you achieve the necessary quality and productivity improvements. The Agile practices differ from industry to industry. You can find a list of Agile practices for software development in the Agile Alliance Guide to Agile Practices at url: 


What coaching and mentoring support do you need?

This building block describes what help you could need to run the change initiative. What internal or external coaching or mentoring do you need?

Supporting workshops and practices

For each building block there are a number of workshops, practices and principles to help you. I will discuss some workshops formats in upcoming blog posts.

Scaling Scrum & Agile has become a very popular topic over the last ten years. You can tell by the number of papers, talks, trainings and certification programs around it. Agile has become its own industry, as more and more enterprises want the benefits that Agile can promise.

Over the last twenty years we have been rather successful at getting Scrum to work with single Scrum Teams. Nowadays, we want to use Scrum with tens or even hundreds of teams, and an overly simplified approach to scaling might introduce big problems. 

Read the full article .