Juliana Stepanova: Why "I'll Just Do It Myself" Is the Most Expensive PO Shortcut
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In this episode, we refer to previous discussions about team collaboration and Product Owner patterns.
The Great Product Owner: Opening Up to the Team for Solutions
"The PO who's not sitting and saying 'I know how it's right, I will solve it by myself,' but coming and saying 'Hey, let's think all together'—that's what gives very, very speed-up development into becoming a great PO." - Juliana Stepanova
Juliana describes the Product Owners she considers truly great as those who bring their challenges to the team rather than solving everything alone. Her example features a PO who was invited to recurring release meetings that consumed one and a half to two hours every two weeks—30 people in a room, largely a waste of time. Instead of suffering in silence or trying to fix it alone, this PO approached the team: "Hey guys, I have these meetings, and they're useless for me. How can we deal with that?" The team collaborated with the Scrum Master to explore multiple options.
Together, they developed a streamlined, semi-automatic system that reduced the process to 10 minutes without requiring anyone to sit in a room. This solution was so effective that it was eventually adopted across the entire company, eliminating countless hours of wasted meetings. The key insight: great POs see themselves as part of the team, not above it. They're open to solutions from anyone and understand that collaboration—not individual genius—drives real improvements.
Self-reflection Question: When facing challenges that seem outside the team's domain, do you bring them to the team for collaborative problem-solving, or do you try to solve them alone?
The Bad Product Owner: The Loner Who Does Everyone's Job
"To make it quicker, I will skip asking the designer, I will directly put it by myself. I learned how to design five years ago. But afterwards, it's neglecting the whole team—you don't take into account the UX, and actually you need to rework." - Juliana Stepanova
The anti-pattern Juliana sees most frequently is the "loner" PO—someone who takes on other roles to move faster. The classic example: a PO who bypasses the UX/UI designer because "I learned design five years ago, I'll just do it myself." This behavior seems efficient in the moment but creates multiple problems. It disrespects the expertise of team members, undermines the collaborative nature of agile development, and almost inevitably leads to rework when the shortcuts create quality gaps.
Juliana points out this isn't unique to POs—developers sometimes bypass testers for the same "efficiency" reasons. The solution isn't punishment but cultural reinforcement: helping people see the value of professional work, encouraging communication and openness, and building respect for each role's contribution. The key principle: if someone hasn't asked for help, don't assume they need yours. Focus on your own job, and offer assistance only when invited or when you explicitly ask "Do you need help?"
Self-reflection Question: When have you taken on someone else's role because it seemed faster, and what was the real cost of that shortcut?
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About Juliana Stepanova
Juliana is an Agile coach and Scrum master, with a focus in her work on transformation through people and processes rather than the other way round. She helps teams and leaders to create clarity, build trust and create value with purpose. Her work combines structure with empathy and is always focused on real collaboration and meaningful results.
You can link with Juliana Stepanova on LinkedIn.
You can also follow Juliana on Twitter.
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