Congratulations! You are now the Product Owner on an Agile project. Maybe your boss gave you the role, or perhaps you’re working with an agile agency and you volunteered after learning a little about it. Either way, now you have a problem: people are already asking you “When will the product be ready?”
It doesn’t matter if it’s your boss wanting to know when you will deliver the product, or if it’s your customers wanting to know when they can use shiny new features, or even if it’s the voice in the back of your mind wondering when you can ship the Next Big Thing. Someone wants to know.
I heard that deadlines are un-agile?
Businesses need some form of timeline for many valid reasons (and some invalid, but emotionally charged ones). A couple of examples: budgeting is highly time sensitive, and marketing campaigns take a long time to plan and orchestrate. Often also market demand is time sensitive - imagine launching a Valentine’s Day app on the 15th of February. Deliver too late and you will find your customers have moved on.