CAS Alignment and Empathy

Topic Summary

A key to building awesome products and services is aligning your Teams on the vision you've creating empathy for your clients and the problems they have.
In this webinar, we explored frameworks and techniques that large Agile teams can leverage to build alignment on vision and empathy with customers and stakeholders.

Top 3 Questions Asked

  1. Is there a systematic methodology to measure customer need and assessment against technical and business software alignment?
  2. Why would empathy and alignment impact a roadmapping session or a project lift off session?
  3. What is the LOE for implementing this framework for a project? Is this done for EACH user story?

Featured Framework

empathy map 2     


Ellen Gottesdiener: Ellen is chief product owner and founder of EBG Consulting, which helps product management and development organizations amplify discovery to accelerate delivery. Ellen Gottesdiener helps product and development communities produce valuable outcomes through product agility. She is a pioneer in the collaborative convergence of Agile product management, product requirements, and organizational learning.
Her Book: "Discover to Deliver: Agile Product Planning and Analysis" , "Requirements by Collaboration", "The Software Requirements Memory Jogger"


Dave Sharrock: Dave Sharrock helps organizations get things done visibly and early by applying an Agile/Lean mindset to product development. Dave has over 20 years experience working with product delivery organizations,  telecommunications to branded consumer goods. Dave is is an expert on organizational change and agile product delivery and the only Certified Enterprise Coach (CEC) and Certified Scrum Trainer (CST) in Canada. Dave is also an SPC4 (SAFe 4.0 Program Consultant), and holds an MBA and a PhD. Dave moved to Vancouver and leads agile42 in North America.


Luke HohmannLuke Hohmann is the founder and CEO of Conteneo In.(formerly the Innovation Games Company). Conteneo's enterprise software platforms and professional services merge collaboration frameworks, data analytics, and domain expertise to help organizations optimize decision making in the areas of strategy, innovation, sales, product development, and market research. Luke is also co-founder of Every VoiceEngaged Foundation, a 501(c) 3 nonprofit that helps citizens, governments, and other nonprofit organizations collaborate at scale to solve technical and wicked problems.    

More Frameworks Discussed in this Webinar

      Cover Story CardImpact Effort Startbusiness model canvasempathy map 2

Contact the Collaboration at Scale Team

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Top 3 Questions Asked & Answered

Question 1: Is there a systematic methodology to measure customer need and assessment against technical and business software alignment?

Answer: There are a few processes that you can leverage from the field of market research that can help you identify unmet customer needs and subsequently assess the potential value of solving them. We explored this in the Collaboration at Scale Webinar Identifying Customer / Stakeholder Requirements (watch the replay here). Once you have identified unmet needs, you can use additional techniques like conjoint analysis and market sizing to determine if there is a viable market for solving the problems you’ve identified. The long term alignment between technology and business is determined by your Product-Market Fit.

Question 2: What if there is no business roadmap?

Answer: While I am a tremendous proponent of having a business roadmap, the Scrum Guide does not technically require a roadmap. So, as long you’re working from the backlog, and the backlog contains the full set of work items that are needed for the product and the next product increment you should be OK. Over time, though, we do recommend establishing a product roadmap. Please see the Collaboration at Scale webinar on Agile Roadmapping for more details.

Question 3: What is the LOE for implementing this framework for a project? Is this done for EACH user story?

Answer: Developing alignment and empathy is part of the natural, ongoing process of creating terrific products and services. That said, it is helpful to budget some specific time within the team to create alignment and empathy. Typically, this can be accomplished in roughly ½ day of concentrated work.