Inspired
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Inspired : How to Create Tech Products Customers Love

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Description

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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Product details

  • Hardback | 368 pages
  • 156 x 234 x 33mm | 566g
  • New York, United States
  • English
  • 2nd Edition
  • 1119387507
  • 9781119387503
  • 2,335

Flap copy

How do today's most successful tech companies--Amazon, Google, Facebook, Netflix, Tesla--define, 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 love--and 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 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 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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Back cover copy

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
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Table of contents

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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About Marty Cagan

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.
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Rating details

7,842 ratings
4.22 out of 5 stars
5 48% (3,726)
4 33% (2,578)
3 15% (1,211)
2 3% (234)
1 1% (93)
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