The Product-Led Organization
Description
A playbook on product-led strategy for software product teams
There's a common strategy used by the fastest growing and most successful businesses of our time. These companies are building their entire customer experience around their digital products, delivering software that is simple, intuitive and delightful, and that anticipates and exceeds the evolving needs of users. Product-led organizations make their products the vehicle for acquiring and retaining customers, driving growth, and influencing organizational priorities. They represent the future of business in a digital-first world.
This book is meant to help you transform your company into a product-led organization, helping to drive growth for your business and advance your own career. It provides:
- A holistic view of the quantitative and qualitative insights teams need to make better decisions and shape better product experiences.
- A guide to setting goals for product success and measuring progress toward meeting them.
- A playbook for incorporating sales and marketing activities, service and support, as well as onboarding and education into the product
- Strategies for soliciting, organizing and prioritizing feedback from customers and other stakeholders; and how to use those inputs to create an effective product roadmap
The Product-Led Organization: Drive Growth By Putting Product at the Center of Your Customer Experience was written by the co-founder and CEO of Pendo—a SaaS company and innovator in building software for digital product teams. The book reflects the author’s passion and dedication for sharing what it takes to build great products.
Preface ix
Introducing Product-led Strategy xv
Section One Leveraging Data to Create a Great Product
Chapter 1 Start with the End in Mind 3
Chapter 2 You Are What You Measure 27
Chapter 3 Turning Customer Data into Insights 45
Chapter 4 How to Measure Feelings 63
Section Two Product is the Center of the Customer Experience
Chapter 5 Marketing in a Product-led World 81
Chapter 6 Converting Users into Customers 95
Chapter 7 Getting Customers Off to a Fast Start Through Onboarding 99
Chapter 8 Delivering Value 121
Chapter 9 Customer Self-Service 133
Chapter 10 Renew and Expand: Creating Customers for Life 145
Section Three A New Way of Delivering Product
Chapter 11 Product-led Design 157
Chapter 12 Launching and Driving Adoption 161
Chapter 13 The Art of Letting Go 175
Chapter 14 What Users Want 183
Chapter 15 Dynamic Roadmapping 195
Chapter 16 Building Modern Product Teams 207
Conclusion: A Call to Action 217
Acknowledgments 219
About the Author 221
Index 223
TODD OLSON is CEO and co-founder of Pendo, a platform that accelerates and deepens product adoption for companies everywhere. He has raised over $200 million in venture capital, counts over 1,500 customers, and employs 450 people in six offices around the world.
Praise for The product-led organization
"Todd pairs deep insights from years building software with rich stories from modern tech companies to serve up a playbook for anyone creating software in a digital-first world. The Product-Led Organization goes beyond product management best practices to spotlight a new way of doing business, where entire organizations coalesce around the product to provide the best experience for their customers."
NIR EYAL, bestselling author of Hooked and Indistractable
"In a world of infinite options, what your customers care about most is achieving their desired outcomes and having a good experience while doing it. In The Product-Led Organization, Todd Olson breaks down how you can build a product that not only delivers the best customer experience possible, but one that transforms an organization as a whole."
DAVID CANCEL, Founder and CEO of Drift
"This is an essential read for anyone who wants a practical understanding of how to create the most valuable software companies of the present and future you'd have to hunt for years to get all its wisdom in a single tome. Any product manager or product leader who wants to understand how their work is/should be connected to the company's purpose should make sure not to miss this as well."
OJI UDEZUE, VP of Product for Calendly and former Head of Product for Atlassian's Communication group
"Todd's book is full of great advice on how you and your company can become product-led."
DAN OLSEN, Author of The Lean Product Playbook
PUBLISHER:
Wiley
ISBN-13:
9781119660873
BINDING:
Hardback
BISAC:
BUSINESS & ECONOMICS
BOOK DIMENSIONS:
Dimensions: 157.50(W) x Dimensions: 231.10(H) x Dimensions: 22.90(D)
AUDIENCE TYPE:
General/Adult
LANGUAGE:
English