Produktdetaljer
Biografisk notat
MARTY CAGAN, widely recognized as the primary thought leader for technology product management, is the founder of the Silicon Valley Product Group (SVPG). He served as an executive responsible for defining and building products for some of the most successful companies in the world, including Hewlett-Packard, Netscape Communications, and eBay.
Learn to design, build, and scale products consumers can't get enough of
How do today's most successful tech companies¯Amazon, Google, Facebook, Netflix, Tesla¯design, develop, and deploy the products that have earned the love of literally billions of people around the world? Perhaps surprisingly, they do it very differently than most tech companies. In INSPIRED, technology product management thought leader Marty Cagan provides readers with a master class in how to structure and staff a vibrant and successful product organization, and how to discover and deliver technology products that your customers will love¯and that will work for your business.
With sections on assembling the right people and skillsets, discovering the right product, embracing an effective yet lightweight process, and creating a strong product culture, readers can take the information they learn and immediately leverage it within their own organizations¯dramatically improving their own product efforts.
Whether you're an early-stage startup working to get to product/market fit, or a growth-stage company working to scale your product organization, or a large, long-established company trying to regain your ability to consistently deliver new value for your customers, INSPIRED will take you and your product organization to a new level of customer engagement, consistent innovation, and business success.
Filled with the author's own personal stories¯and profiles of some of today's most-successful product managers and technology-powered product companies, including Adobe, Apple, BBC, Google, Microsoft, and Netflix¯INSPIRED will show you how to turn up the dial of your own product efforts, creating technology products your customers love.
The first edition of INSPIRED, published ten years ago, established itself as the primary reference for technology product managers, and can be found on the shelves of nearly every successful technology product company worldwide. This thoroughly updated second edition shares the same objective of being the most valuable resource for technology product managers, yet it is completely new¯sharing the latest practices and techniques of today's most-successful tech product companies, and the men and women behind every great product.
Preface to the Second Edition xvii
Part I Lessons From Top Tech Companies 1
Chapter 1 Behind Every Great Product 5
Chapter 2 Technology-Powered Products and Services 7
Chapter 3 Startups: Getting to Product/Market Fit 9
Chapter 4 Growth-Stage Companies: Scaling to Success 11
Chapter 5 Enterprise Companies: Consistent Product Innovation 13
Chapter 6 The Root Causes of Failed Product Efforts 15
Chapter 7 Beyond Lean and Agile 23
Chapter 8 Key Concepts 25
Part II The Right People 31
Product Teams 32
Chapter 9 Principles of Strong Product Teams 33
Chapter 10 The Product Manager 41
Chapter 11 The Product Designer 53
Chapter 12 The Engineers 59
Chapter 13 Product Marketing Managers 63
Chapter 14 The Supporting Roles 67
Chapter 15 Profile: Jane Manning of Google 71
People @ Scale 74
Chapter 16 The Role of Leadership 75
Chapter 17 The Head of Product Role 79
Chapter 18 The Head of Technology Role 87
Chapter 19 The Delivery Manager Role 91
Chapter 20 Principles of Structuring Product Teams 93
Chapter 21 Profile: Lea Hickman of Adobe 103
Part III The Right Product 107
Product Roadmaps 108
Chapter 22 The Problems with Product Roadmaps 111
Chapter 23 The Alternative to Roadmaps 115
Product Vision 121
Chapter 24 Product Vision and Product Strategy 123
Chapter 25 Principles of Product Vision 129
Chapter 26 Principles of Product Strategy 133
Chapter 27 Product Principles 135
Product Objectives 137
Chapter 28 The OKR Technique 139
Chapter 29 Product Team Objectives 143
Product @ Scale 146
Chapter 30 Product Objectives @ Scale 147
Chapter 31 Product Evangelism 151
Chapter 32 Profile: Alex Pressland of the BBC 155
Part IV The Right Process 159
Product Discovery 161
Chapter 33 Principles of Product Discovery 165
Chapter 34 Discovery Techniques Overview 171
Discovery Framing Techniques 175
Chapter 35 Opportunity Assessment Technique 179
Chapter 36 Customer Letter Technique 183
Chapter 37 Startup Canvas Technique 187
Discovery Planning Techniques 191
Chapter 38 Story Map Technique 193
Chapter 39 Customer Discovery Program Technique 195
Chapter 40 Profile: Martina Lauchengco of Microsoft 205
Discovery Ideation Techniques 208
Chapter 41 Customer Interviews 211
Chapter 42 Concierge Test Technique 215
Chapter 43 The Power of Customer Misbehavior 217
Chapter 44 Hack Days 221
Discovery Prototyping Techniques 223
Chapter 45 Principles of Prototypes 227
Chapter 46 Feasibility Prototype Technique 229
Chapter 47 User Prototype Technique 233
Chapter 48 Live-Data Prototype Technique 235
Chapter 49 Hybrid Prototype Technique 239
Discovery Testing Techniques 241
Chapter 50 Testing Usability 243
Chapter 51 Testing Value 251
Chapter 52 Demand Testing Techniques 253
Chapter 53 Qualitative Value Testing Techniques 259
Chapter 54 Quantitative Value Testing Techniques 265
Chapter 55 Testing Feasibility 273
Chapter 56 Testing Business Viability 277
Chapter 57 Profile: Kate Arnold of Netflix 283
Transformation Techniques 286
Chapter 58 Discovery Sprint Technique 287
Chapter 59 Pilot Team Technique 291
Chapter 60 Weaning an Organization Off Roadmaps 293
Process @ Scale 295
Chapter 61 Managing Stakeholders 297
Chapter 62 Communicating Product Learnings 305
Chapter 63 Profile: Camille Hearst of Apple 307
Part V The Right Culture 309
Chapter 64 Good Product Team/Bad Product Team 311
Chapter 65 Top Reasons for Loss of Innovation 315
Chapter 66 Top Reasons for Loss of Velocity 319
Chapter 67 Establishing a Strong Product Culture 323
Acknowledgments 327
About the Author 329
Learning More 331
Index 333
PRAISE FOR INSPIRED
"It is rare to find someone like Marty who has impacted early founders, high-growth startups, and multi-billion dollar companies over decades through his product leadership. So when he decides to distill his knowledge in a book, it becomes a must read!" Avid Larizadeh Duggan, General Partner, GV (Google Ventures)
"If you only have one book on product management, this is the one." Chad Dickerson, Former CEO, Etsy
"This book was a catalyst for helping us transform how we organize and operate. Marty gave us a compelling case for change, actionable steps, and the fundamental truths to keep us on course." Ann Yauger, AVP Product, CarMax
"When I was a product leader, I experienced a fair bit of accidental successes and puzzling failures. Marty's writing has helped me understand how product managers and product organizations really should work. I wish I'd had this book years ago." Jeff Patton, Agile Product Leadership Coach
"I don't know of any other person who has the breadth and depth of knowledge and insight in Product Management that Marty possesses. This is not your typical business book where you skim it in 30 minutes and wonder why it was worth $14.99. INSPIRED is a book you can study, discuss, use to teach, show to your management, and use as a force for change in your company or in your career." Kyrie Robinson, VP User Experience, Chegg
"INSPIRED was an invaluable resource to me and the Heroku team when we were scaling through the challenging 50-150 employee phase. This book should be on the shelf of anyone in a product leadership position." Adam Wiggins, Co-Founder, Heroku
"The first edition of INSPIRED shaped my thinking as a young product manager, and I now assign it to my students to make sure they are making the right things in the right way. INSPIRED teaches you to think like Silicon Valley's smartest product managers." Christina Wodtke, Author, Professor, and Startup Advisor
"Product Management is the art and science of creating the products that give each company its existence. It's the core of a business. For the digital world, Marty Cagan helps you understand and master Product Management like no other. This is essential reading to remain relevant tomorrow." Frerk-Malte Feller, Workplace by Facebook
"When asked what product is, and how companies can accelerate growth, I always start with 'read INSPIRED and then we can talk.'" Sarah Bernard, VP Product, Jet.com
"When Marty talks and writes about product, it becomes clear that his knowledge is based on walking the walk. He knows the difference between great technology, and great products based on great technology." Bjorn Carlson, Engineering Team Lead, Google Cloud Platform
How do today's most successful tech companiesAmazon, Google, Facebook, Netflix, Tesladefine, design and develop the products that have earned the love of literally billions of people around the world? Perhaps surprisingly, they do it very differently than the vast majority of tech companies. In INSPIRED, technology product management thought leader Marty Cagan provides readers with a master class in how to structure and staff an empowered and effective product organization, and how to discover and deliver technology products that your customers will loveand that will work for your business.
With sections on assembling the right people and skills, discovering the right product, embracing an effective yet lightweight process, scaling the product organization, and creating a strong product culture, readers can take the information they learn and immediately leverage it within their own organizationsdramatically improving their own product efforts.
Whether you're an early stage startup working to get to product/market fit, or a growth-stage company working to scale your organization, or a large, long-established company trying to regain your ability to consistently deliver new value for your customers, INSPIRED will take you and your product organization to a new level of customer engagement, consistent innovation, and business success.
Filled with the author's own personal storiesand profiles of some of today's most-successful product managers and technology-powered product companies, including Adobe, Apple, BBC, Google, Microsoft, and NetflixINSPIRED will show you how to turn up the dial of your own product efforts, creating technology products your customers love.
The first edition of INSPIRED, published ten years ago, established itself as the primary reference for technology product managers, and can be found on the shelves of nearly every successful technology product company worldwide. This thoroughly updated second edition shares the same objective of being the most valuable resource for technology product managers, yet it is completely newsharing the latest practices and techniques of today's most-successful tech product companies, and the men and women behind every great product.
Produktdetaljer
Biografisk notat
MARTY CAGAN, widely recognized as the primary thought leader for technology product management, is the founder of the Silicon Valley Product Group (SVPG). He served as an executive responsible for defining and building products for some of the most successful companies in the world, including Hewlett-Packard, Netscape Communications, and eBay.