Escaping the build trap : how effective product management creates real value / Melissa Perri.

Format:

Book

Author/Creator:

Perri, Melissa, author.

Language:

English

Subjects (All):

Product management.

Customer relations--Management.

Customer relations.

Physical Description:

1 online resource (199 pages)

Edition:

First edition.

Other Title:

How effective product management creates real value

Place of Publication:

Beijing : O'Reilly, [2019]

System Details:

text file

Summary:

To stay competitive in today’s market, organizations need to adopt a culture of customer-centric practices that focus on outcomes rather than outputs. Companies that live and die by outputs often fall into the "build trap," cranking out features to meet their schedule rather than the customer’s needs. In this book, Melissa Perri explains how laying the foundation for great product management can help companies solve real customer problems while achieving business goals. By understanding how to communicate and collaborate within a company structure, you can create a product culture that benefits both the business and the customer. You’ll learn product management principles that can be applied to any organization, big or small. In five parts, this book explores: Why organizations ship features rather than cultivate the value those features represent How to set up a product organization that scales How product strategy connects a company’s vision and economic outcomes back to the product activities How to identify and pursue the right opportunities for producing value through an iterative product framework How to build a culture focused on successful outcomes over outputs

Contents:

Cover

Copyright

Table of Contents

Preface

Acknowledgments

Part I. The Build Trap

Chapter 1. The Value Exchange System

Chapter 2. Constraints on the Value Exchange System

Chapter 3. Projects Versus Products Versus Services

Chapter 4. The Product-Led Organization

Sales-Led

Visionary-Led

Technology-Led

Product-Led

Chapter 5. What We Know and What We Don't

Part II. The Role of the Product Manager

Chapter 6. Bad Product Manager Archetypes

The Mini-CEO

The Waiter

The Former Project Manager

Chapter 7. A Great Product Manager

Tech Expert Versus Market Expert

A Great Product Manager

Start with Why

One Role, Many Responsibilities

Chapter 8. The Product Manager Career Path

Associate Product Manager

Product Manager

Senior Product Manager

Director of Product

VP of Product

Chief Product Officer

Chapter 9. Organizing Your Teams

Marquetly's Product Team

Part III. Strategy

Chapter 10. What Is Strategy?

Chapter 11. Strategic Gaps

The Knowledge Gap

The Alignment Gap

The Effects Gap

Autonomous Teams

Chapter 12. Creating a Good Strategic Framework

Strategy Deployment

Strategy Creation

Chapter 13. Company-Level Vision and Strategic Intents

Company Vision

Strategic Intents

Chapter 14. Product Vision and Portfolio

Product Vision

Product Portfolio

Part IV. Product Management Process

Chapter 15. The Product Kata

Context Matters

Chapter 16. Understanding the Direction and Setting Success Metrics

Product Metrics

Pirate Metrics

The HEART Framework

Setting Direction with Data

Chapter 17. Problem Exploration

Understanding the Problem

Users Don't Want an App

Breaking Down Barriers and Getting Creative

Validating the Problem

Chapter 18. Solution Exploration

Experimenting to Learn.

Concierge

Wizard of Oz

Concept Testing

When You Don't Need to Experiment Robustly

Experimenting in Complex Industries

Experimenting on Internal Products

Choosing the Right Solution at Marquetly

Chapter 19. Building and Optimizing Your Solution

Evolving the Product Vision

Prioritizing Work

The Real Definition of Done

Part V. The Product-Led Organization

Chapter 20. Outcome-Focused Communication

Cadences and Communication

Roadmaps and Sales Teams

Product Operations

Chapter 21. Rewards and Incentives

Chapter 22. Safety and Learning

Chapter 23. Budgeting

Chapter 24. Customer Centricity

Chapter 25. Marquetly: The Product-Led Company

Afterword: Escaping the Build Trap to Become Product-Led

Appendix A. Appendix: Six Questions to Determine Whether a Company Is Product-Led

Index

About the Author.

Notes:

Includes index.

Description based on print version record.

Description based on publisher supplied metadata and other sources.

ISBN:

9781491973745

1491973749

9781491973783

1491973781

9781491973769

1491973765

OCLC:

1060605605