Inspired

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, Teslädesign, 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.

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.

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