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Inspired: How to Create Products Customers Love Hardcover – 2008
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Why do some products make the leap to greatness while others do not? Creating inspiring products begins with discovering a product that is valuable, usable, and feasible. If you can not do this, then it s not worth building anything. - How do you decide which product opportunities to pursue? - How do you get evidence that the product you are going to ask your engineering team to build will be successful? - How do you identify the minimal possible product that will be successful? - How do you manage the often conflicting demands of company execs, customers, sales, marketing, engineering, design, and more? - How can you adapt Agile methods for commercial product environments? Product management expert Marty Cagan answers these questions and hundreds more as he shares lessons learned, techniques, and best practices from working for and with some of the most successful companies in the high-tech industry. You will find that there s a very big...
Top customer reviews
The techniques described in the book save time and money and stress and if properly applied with enable organisations to deliver the products that their users and customers need.
Product Management need be misunderstood and poorly done no longer.
Thanks to Marty we can all look forward to enjoying creating and using interactive products a whole lot more.
* What to do when engineering tells you that your platform is about to collapse, and how to prevent this situation.
* Product manager should work with interaction designer to create a prototype and test it with customers a lot (no, seriously, A LOT). This prototype should be a throw-away, not the actual product. Involve and architect in this as well to make sure that the solutions PM and Designer come up with will be implementable.
* Minimal product: the role of the product manager is to figure out the minimal product that the market wants and deliver it (benefit of cost and time for the company and low learning curve for the customer).
* Rapid response team: have a small team that can work on "there is a bug here we need to fix it urgently" without distracting the team that is working on delivering another version of the product.
* Emotional adoption curve: look for users who are angry at something - this is where an opportunity lies if you can fix the thing that annoys them.
* Ideas how to innovate and succeed in large companies
Also, check out Marty's blog at svpg(dot)com, a lot of ideas in the book are discussed there.
For some reason, it's not easily available in physical form in the UK, but I would strongly recommend ordering (and waiting for) a copy from the US if (like me) you like to cover your books in sticky highlight flags. I have lots in my copy!
I continue to find this book extremely useful.