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What is Scrum?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

3 minutes

Product Management

Scrum is a popular project management framework that helps teams work collaboratively to develop and deliver high-quality products. It emphasizes flexibility, transparency, and continuous improvement. Scrum enables teams to adapt to changing requirements and deliver value to customers in a timely manner.


To better understand how Scrum works, let's take a look at a few examples:

  1. Software Development: A software development team uses Scrum to build a new mobile app. They work in short iterations called sprints, typically lasting 1-4 weeks. Each sprint begins with a planning meeting where the team selects a set of user stories to work on. Throughout the sprint, they have daily stand-up meetings to discuss progress, identify and resolve any issues, and adjust their plans if needed. At the end of each sprint, they review the completed work and gather feedback from stakeholders.

  2. Marketing Campaign: A marketing team adopts Scrum to launch a new advertising campaign. They break down the campaign into smaller tasks and create a prioritized backlog. During their sprints, they focus on completing specific tasks, such as creating ad copy, designing graphics, and analyzing campaign performance. By working in short, time-boxed iterations, the team can quickly adapt their strategies based on real-time feedback and market trends.


Scrum offers several benefits that make it a valuable framework for product management:

  1. Improved Collaboration: Scrum promotes cross-functional collaboration and regular communication among team members. This leads to better problem-solving, knowledge sharing, and a stronger sense of collective ownership.

  2. Flexibility and Adaptability: Scrum allows teams to respond to changing requirements and priorities effectively. Through short sprints, teams can quickly adjust their plans, incorporate customer feedback, and deliver valuable features earlier.

  3. Transparency and Visibility: With Scrum, progress and obstacles are made visible to the entire team. Daily stand-up meetings keep everyone informed about what others are working on, fostering a shared understanding of the project's status and potential challenges.

  4. Customer Satisfaction: By delivering increments of the product in short iterations, Scrum enables early and frequent feedback from customers. This feedback loop helps ensure that the product meets their needs and expectations, leading to higher customer satisfaction.

How to Use Scrum

To start using Scrum effectively, follow these key steps:

  1. Create a Product Backlog: Identify and prioritize the features, requirements, and tasks needed to achieve your product goals. The product backlog serves as the single source of truth for what needs to be done.

  2. Plan Sprints: Divide the work from the product backlog into smaller, manageable tasks for each sprint. Plan the duration of sprints based on the team's capacity and the complexity of the work.

  3. Hold Daily Stand-up Meetings: Conduct short daily meetings where each team member shares their progress, plans, and any obstacles they're facing. The focus is on coordination and identifying any impediments that need to be addressed.

  4. Review and Adapt: At the end of each sprint, hold a sprint review meeting to inspect the work completed and gather feedback. Use this feedback to adapt and improve the product backlog and plan the next sprint.

Useful Tips

Consider these tips to make the most of Scrum:

  • Empower the Team: Encourage self-organization and give team members the autonomy to make decisions. This fosters ownership, creativity, and a sense of responsibility.

  • Keep Sprints Short: Shorter sprints promote faster feedback loops and reduce the risk of going too far off track. Aim for sprints that are long enough to deliver value but short enough to adapt to changing circumstances.

  • Frequent Communication: Regular communication within the team and with stakeholders is crucial. Foster an environment where everyone feels comfortable expressing their ideas, concerns, and feedback openly.

  • Continuous Improvement: Embrace a culture of continuous improvement. Regularly reflect on the team's practices, processes, and outcomes to identify areas for growth and make incremental changes.


Scrum is an agile framework for managing and developing complex products.
The key principles of Scrum include transparency, inspection, and adaptation.
A Scrum Team is a self-organizing and cross-functional group of individuals who work together to deliver a product increment.
A Product Owner is responsible for maximizing the value of the product and managing the product backlog.
A Scrum Master is responsible for ensuring that the Scrum Team follows the Scrum framework and removes any impediments.
A Sprint is a time-boxed iteration during which a potentially releasable product increment is created.
A Daily Scrum is a short meeting where the Scrum Team synchronizes activities and plans for the next 24 hours.
A Sprint Review is a meeting where the Scrum Team presents the product increment and collects feedback from stakeholders.
A Sprint Retrospective is a meeting where the Scrum Team reflects on its performance and identifies ways to improve.
A Product Backlog is a prioritized list of features, enhancements, and bug fixes that define the product.

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Examples
  2. Importance
  3. How to Use Scrum
  4. Useful Tips
  5. Related Terms

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