What’s in a name – Owner, Manager, or Leader?

My esteemed colleague @benjiportwin just wrote a parting post which talks about job titles, and how much they matter, if at all.

He opened with the the Product Owner vs. Product Manager job title thing, which I’ve also been thinking about.

When I joined the NHS Choices team a few years back we had Product Leads who each looked after a specific area of the service. They did a great job of defining the changes needed for their particular products, but didn’t always interact directly on a day-to-day basis with the people building those products.

Changing titles to indicate change

We spent a couple of years changing this as we implemented agile methods across the programme. At the time I pushed for these roles to be called Product Owners, mainly because I wanted to force a distinction between the old and the new way, and that’s what the methodologies we were adopting (like Scrum) tended to call that role.

Shared ownership rules

I tend to associate the Product Owner role title with Scrum, and over time have gone off it a bit. Partly because I don’t like the idea of sticking with just one fixed methodology, and partly because it could imply one person having sole ownership of the product. I much prefer the idea of a team collectively owning the product that they build and run together.


Instead I shifted towards the Product Manager job title. This seems to be much more of an industry-standard these days. If I see a Product Owner job ad I think “they do Scrum”, when I see Product Manager I think “they have Product teams”. Generalisations I know, but that’s what it conjures up in my mind.

Full circle

Most recently I’ve come back around to Product Lead. I like the idea of somebody leading the development of a product, rather than managing it. I think we all know the difference between a manager and a leader.

Managing a product could perhaps be read as holding it back, pruning it, keeping it in check (thanks to @st3v3nhunt for this). Whereas leading it talks of setting a vision, inspiring progress, and taking the product forward to exciting new places!

Does it matter?

I’ve thought about this mainly because I’ve been taking on a product role myself, but really, as Benji said in his post;

job titles are interchangeable and frankly unimportant, but what matters is the impact you make each and every day.

Good luck in NYC, Benji. See you on the sun deck!