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Inspired - How to Create Tech Products Customers Love

Englisch · Fester Einband

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Beschreibung

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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.

Inhaltsverzeichnis

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:

Über den Autor / die Autorin










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.

Zusammenfassung

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.

Produktdetails

Autoren Marty Cagan
Verlag Wiley, John and Sons Ltd
 
Sprache Englisch
Produktform Fester Einband
Erschienen 01.02.2018
 
EAN 9781119387503
ISBN 978-1-119-38750-3
Seiten 368
Abmessung 160 mm x 234 mm x 15 mm
Serie Silicon Valley Product Group
Themen Sozialwissenschaften, Recht,Wirtschaft > Wirtschaft > Management

Technologie, Business & management, Wirtschaft u. Management, Unternehmenstechnologie, Business Technology

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