The Product Owner role was used within Scrum and has been embraced by all agile approaches. These approaches have demonstrated that effective Product Ownership activities are critical and pivotal to product success.

An increasingly large number of Business Analysis Professionals are:

•   Supporting Product Owners,
•   Acting as proxy Product Owners, or
•  Being asked to take on Product Ownership responsibilities within agile teams.

The fundamental goal of Product Ownership is to maximize the value delivered by the team. The increasingly complex and dynamic nature of this work is the reason why the entire team needs to take responsibility for Product Ownership, it goes beyond managing the product backlog, which is part of the Product Owner's responsibilities.