Book

Cagan, Marty, author.

Inspired : how to create tech products customers love / Marty Cagan.

Second edition.

Hoboken, New Jersey : John Wiley & Sons, Inc., [2018]

xviii, 349 pages ; 24 cm

"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"-- Provided by publisher.

Quality of products.

Consumer satisfaction.

Customer relations.

Production planning.

New products.

Revised edition of the author's Inspired, [2008].

Includes index.

Lessons from top tech companies. Behind every great product -- Technology-powered products and services -- Startups: getting to product/ marketing fit -- Growth-stage companies: scaling to success -- Enterprise companies: consistent product innovation -- The root causes of failed product efforts -- Beyond lean and agile -- Key concepts -- The right people. Product teams. Principles of strong product teams -- The product manager -- The product designer -- The engineers -- Product marketing managers -- The supporting roles -- Profile: Jane Manning of Google -- People @ Scale. The role of leadership -- The head of product role -- The head of technology role -- The delivery manager role -- Principles of structuring product teams -- Profile: Lea Hickman of Adobe -- The right product. Product roadmaps. The problems with product roadmaps -- The alternative to roadmaps -- Product vision. Product vision and product strategy -- Principles of product vision -- Principles of product strategy -- Product principles -- Product objectives. The OKR technique -- Product team objectives -- Product @ Scale. Product objectives @ Scale -- Product evangelism -- Profile: Alex Pressland of the BBC -- The right process. Product discovery. Principles of product discovery -- Discovery techniques overview -- Discovery framing techniques. Opportunity assessment technique -- Customer letter technique -- Startup canvas technique -- Discovery planning techniques. Story map technique -- Customer discovery program -- Profile: Martina Lauchengco of Microsoft -- Discovery ideation techniques. Customer interviews -- Concierge test technique -- the power of customer misbehavior -- Hack days -- Discovery prototyping techniques. Principles of prototypes -- Feasibility prototype technique -- User prototype technique -- Live-data prototype technique -- Hybrid prototype technique -- Discovery testing techniques. Testing usability -- Testing value -- Demand testing techniques -- Qualitative value testing techniques -- Qualitative value testing techniques -- Testing feasibility -- Testing business viability -- Profile: Kate Arnold of Netflix -- Transformation techniques. Discovery Sprint technique -- Pilot team technique -- Weaning an organization off roadmaps -- Process @ Scale. Managing stakeholders -- Communicating product learnings -- Profile: Camille Hearst of Apple -- The right culture. Good product team/bad product team -- Top reasons for loss of innovation -- Top reasons for loss of velocity -- Establishing a strong product culture.

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