The teams working on a product need to know the integrity of the project and the customer. The product owner should help the team understand ‘Why are we building it?’, ‘What purpose is it going to serve?’.
Such questions help the team to understand their customer. The product owner has to convey the value that will be added if the product is delivered on time. Conversing the market situation helps teams to understand how the product management works and the criticality for time to market. It also helps to steer the team in a different direction at the end of every Sprint, the product owner can help the team in understanding how the customer is going to consume the product.