A quick note from your Agilist/PM friend here.

Success as in "making stuff and having real results that people want" is critical to you know, ACCOMPLISHING THINGS.

It's about "who wants it, what do they want, how do we deliver, how do we measure." Sometimes you don't even do it as it's not worth it.

That gets forgotten in a world of marketing hype. It's also why I respect the heck out of good Product Owners, who are a mix of translators, diplomats, artists, and psychics.