Abstract
The ubiquity and abundance of web, mobile, hybrid, and wearable software in today’s technology driven lifestyle is unmistakable in personal, social, and professional life highlighting the importance of software product development. With the growth of agile and lean approaches to product development, the responsibilities associated with many of the traditional roles have merged and new roles emerging. The impact of these new trends on software product development have led to misunderstandings leading to product owners bringing their own personal approaches to product development failing to focus on the actual product itself and the effect on the performing organization, clients, and end user. This paper focuses on a new paradigm shifting the focus from product owner to the software product itself by giving it a life and voice to echo the characteristics needed for its adoption, penetration, and sustenance.
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