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Inspired

How to Create Tech Products Customers Love

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 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 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.
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  • Dedication 6
    Preface to the Second Edition 7
    PART 1: Introduction: Lessons from Top Tech Companies 9
    Chapter 1: Behind Every Great Product 11
    Chapter 2: Technology-Powered Products and Services 12
    Chapter 3: Startups: Getting to Product/Marketing Fit 13
    Chapter 4: Growth-Stage Companies: Scaling to Success 14
    Chapter 5: Enterprise Companies: Consistent Product Innovation 15
    Chapter 6: The Root Causes of Failed Product Efforts 16
    Chapter 7: Beyond Lean and Agile 21
    Chapter 8: Key Concepts 23
    Breakout: Minimum Viable Product 26
    PART 2: The Right People 27
    Product Teams 28
    Chapter 9: Principles of Strong Product Teams 29
    Breakout: Principles and Techniques 35
    Chapter 10: The Product Manager 36
    Breakout: Product Manager vs. Product Owner 43
    Breakout: The Two Critical Classes for Product Managers 44
    Chapter 11: The Product Designer 45
    Chapter 12: The Engineers 50
    Breakout: The Tech Lead Role 52
    Chapter 13: Product Marketing Managers 53
    Chapter 14: The Supporting Roles 55
    Chapter 15: Profile: Jane Manning of Google 57
    People @ Scale 59
    Chapter 16: The Role of Leadership 60
    Chapter 17: The Head of Product Role 63
    Breakout: The Group Product Manager Role 67
    Chapter 18: The Head of Technology Role 69
    Chapter 19: The Delivery Manager Role 71
    Chapter 20: Principles of Structuring Product Teams 72
    Breakout: Autonomy @ Scale 76
    Chapter 21: Profile: Lea Hickman of Adobe 80
    PART 3: The Right Product 83
    Product Roadmaps 84
    Chapter 22: The Problems with Product Roadmaps 86
    Chapter 23: The Alternative To Roadmaps 88
    Breakout: High-Integrity Commitments 91
    Product Vision 93
    Chapter 24: Product Vision and Product Strategy 94
    Breakout: Prioritizing Markets 97
    Chapter 25: Principles of Product Vision 98
    Chapter 26: Principles of Product Strategy 100
    Chapter 27: Product Principles 101
    Product Objectives 102
    Chapter 28: The OKR Technique 104
    Chapter 29: Product Team Objectives 106
    Product @ Scale 109
    Chapter 30: Product Objectives @ Scale 110
    Chapter 31: Product Evangelism 112
    Chapter 32: Profile: Alex Pressland of the BBC 114
    PART 4: The Right Process 116
    Product Discovery 117
    Chapter 33: Principles of Product Discovery 120
    Breakout: Ethics: Should We Build It? 123
    Breakout: Discovery Iterations 124
    Chapter 34: Discovery Techniques Overview 125
    Discovery Framing Techniques 128
    Breakout: Problems vs. Solutions 130
    Chapter 35: Opportunity Assessment Technique 131
    Chapter 36: Customer Letter Technique 133
    Chapter 37: Startup Canvas Technique 135
    Breakout: The Biggest Risk 136
    Discovery Planning Techniques 138
    Chapter 38: Story Map Technique 139
    Chapter 39: Customer Discovery Program Technique 141
    Breakout: Defining Product/Market Fit 147
    Chapter 40: Profile: Martina Lauchengco of Microsoft 148
    Discovery Ideation Techniques 150
    Chapter 41: Customer Interviews 151
    Chapter 42: Concierge Test Technique 153
    Chapter 43: The Power of Customer Misbehavior Technique 154
    Breakout: The Power of Developer Misbehavior 156
    Chapter 44: Hack Days 157
    Discovery Prototyping Techniques 158
    Chapter 45: Principles of Prototypes 160
    Chapter 46: Feasibility Prototype Technique 161
    Chapter 47: User Prototype Technique 163
    Chapter 48: Live-Data Prototype Technique 165
    Chapter 49: Hybrid Prototype Technique 167
    Discovery Testing Techniques 168
    Chapter 50: Testing Usability 169
    Chapter 51: Testing Value 174
    Chapter 52: Demand Testing Techniques 176
    Breakout: Discovery Testing in Risk-Averse Companies 178
    Chapter 53: Qualitative Value Testing Techniques 180
    Chapter 54: Quantitative Value Testing Techniques 183
    Breakout: The Role of Analytics 185
    Breakout: Flying Blind 188
    Chapter 55: Testing Feasibility 190
    Breakout: Discovery for Hardware Products 192
    Chapter 56: Testing Business Viability 193
    Breakout: User Test vs. Product Demo vs. Walkthrough 196
    Chapter 57: Profile: Kate Arnold of Netflix 197
    Transformation Techniques 199
    Chapter 58: Discovery Sprint Technique 200
    Breakout: Discovery Coaches 202
    Chapter 59: Pilot Team Technique 203
    Chapter 60: Weaning an Organization Off Roadmaps 204
    Process @ Scale 205
    Chapter 61: Managing Stakeholders 206
    Breakout: Devolving from Good to Bad 209
    Chapter 62: Communicating Product Learnings 211
    Chapter 63: Profile: Camille Hearst of Apple 212
    PART 5: Summary: The Right Culture 214
    Chapter 64: Good Product Team/Bad Product Team 215
    Chapter 65: Top Reasons for Loss of Innovation 218
    Chapter 66: Top Reasons for Loss of Velocity 220
    Chapter 67: Establishing a Strong Product Culture 222
    Acknowledgments 224
    About the Author 226
    Learning More 227
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Produktdetails

Einband gebundene Ausgabe
Seitenzahl 368
Erscheinungsdatum 27.12.2017
Sprache Englisch
ISBN 978-1-119-38750-3
Verlag John Wiley & Sons Inc
Maße (L/B/H) 23.6/15.6/3.5 cm
Gewicht 557 g
Auflage 2. Auflage
Verkaufsrang 2894
Buch (gebundene Ausgabe, Englisch)
Buch (gebundene Ausgabe, Englisch)
Fr. 46.90
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