{"product_id":"inspired-isbn-9781119387503","title":"Inspired","description":"\u003cp\u003e\u003cb\u003eLearn to design, build, and scale products consumers can't get enough of\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow 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 most tech companies. In \u003ci\u003eINSPIRED,\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eWith 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.\u003c\/p\u003e \u003cp\u003eWhether 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, \u003ci\u003eINSPIRED\u003c\/i\u003e will take you and your product organization to a new level of customer engagement, consistent innovation, and business success.\u003c\/p\u003e \u003cp\u003eFilled 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¯\u003ci\u003eINSPIRED\u003c\/i\u003e will show you how to turn up the dial of your own product efforts, creating technology products your customers love.\u003c\/p\u003e \u003cp\u003eThe first edition of \u003ci\u003eINSPIRED,\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003ePreface to the Second Edition xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Lessons From Top Tech Companies 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Behind Every Great Product 5\u003c\/p\u003e \u003cp\u003eChapter 2 Technology-Powered Products and Services 7\u003c\/p\u003e \u003cp\u003eChapter 3 Startups: Getting to Product\/Market Fit 9\u003c\/p\u003e \u003cp\u003eChapter 4 Growth-Stage Companies: Scaling to Success 11\u003c\/p\u003e \u003cp\u003eChapter 5 Enterprise Companies: Consistent Product Innovation 13\u003c\/p\u003e \u003cp\u003eChapter 6 The Root Causes of Failed Product Efforts 15\u003c\/p\u003e \u003cp\u003eChapter 7 Beyond Lean and Agile 23\u003c\/p\u003e \u003cp\u003eChapter 8 Key Concepts 25\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II The Right People 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eProduct Teams 32\u003c\/p\u003e \u003cp\u003eChapter 9 Principles of Strong Product Teams 33\u003c\/p\u003e \u003cp\u003eChapter 10 The Product Manager 41\u003c\/p\u003e \u003cp\u003eChapter 11 The Product Designer 53\u003c\/p\u003e \u003cp\u003eChapter 12 The Engineers 59\u003c\/p\u003e \u003cp\u003eChapter 13 Product Marketing Managers 63\u003c\/p\u003e \u003cp\u003eChapter 14 The Supporting Roles 67\u003c\/p\u003e \u003cp\u003eChapter 15 Profile: Jane Manning of Google 71\u003c\/p\u003e \u003cp\u003ePeople @ Scale 74\u003c\/p\u003e \u003cp\u003eChapter 16 The Role of Leadership 75\u003c\/p\u003e \u003cp\u003eChapter 17 The Head of Product Role 79\u003c\/p\u003e \u003cp\u003eChapter 18 The Head of Technology Role 87\u003c\/p\u003e \u003cp\u003eChapter 19 The Delivery Manager Role 91\u003c\/p\u003e \u003cp\u003eChapter 20 Principles of Structuring Product Teams 93\u003c\/p\u003e \u003cp\u003eChapter 21 Profile: Lea Hickman of Adobe 103\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III The Right Product 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eProduct Roadmaps 108\u003c\/p\u003e \u003cp\u003eChapter 22 The Problems with Product Roadmaps 111\u003c\/p\u003e \u003cp\u003eChapter 23 The Alternative to Roadmaps 115\u003c\/p\u003e \u003cp\u003eProduct Vision 121\u003c\/p\u003e \u003cp\u003eChapter 24 Product Vision and Product Strategy 123\u003c\/p\u003e \u003cp\u003eChapter 25 Principles of Product Vision 129\u003c\/p\u003e \u003cp\u003eChapter 26 Principles of Product Strategy 133\u003c\/p\u003e \u003cp\u003eChapter 27 Product Principles 135\u003c\/p\u003e \u003cp\u003eProduct Objectives 137\u003c\/p\u003e \u003cp\u003eChapter 28 The OKR Technique 139\u003c\/p\u003e \u003cp\u003eChapter 29 Product Team Objectives 143\u003c\/p\u003e \u003cp\u003eProduct @ Scale 146\u003c\/p\u003e \u003cp\u003eChapter 30 Product Objectives @ Scale 147\u003c\/p\u003e \u003cp\u003eChapter 31 Product Evangelism 151\u003c\/p\u003e \u003cp\u003eChapter 32 Profile: Alex Pressland of the BBC 155\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV The Right Process 159\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eProduct Discovery 161\u003c\/p\u003e \u003cp\u003eChapter 33 Principles of Product Discovery 165\u003c\/p\u003e \u003cp\u003eChapter 34 Discovery Techniques Overview 171\u003c\/p\u003e \u003cp\u003eDiscovery Framing Techniques 175\u003c\/p\u003e \u003cp\u003eChapter 35 Opportunity Assessment Technique 179\u003c\/p\u003e \u003cp\u003eChapter 36 Customer Letter Technique 183\u003c\/p\u003e \u003cp\u003eChapter 37 Startup Canvas Technique 187\u003c\/p\u003e \u003cp\u003eDiscovery Planning Techniques 191\u003c\/p\u003e \u003cp\u003eChapter 38 Story Map Technique 193\u003c\/p\u003e \u003cp\u003eChapter 39 Customer Discovery Program Technique 195\u003c\/p\u003e \u003cp\u003eChapter 40 Profile: Martina Lauchengco of Microsoft 205\u003c\/p\u003e \u003cp\u003eDiscovery Ideation Techniques 208\u003c\/p\u003e \u003cp\u003eChapter 41 Customer Interviews 211\u003c\/p\u003e \u003cp\u003eChapter 42 Concierge Test Technique 215\u003c\/p\u003e \u003cp\u003eChapter 43 The Power of Customer Misbehavior 217\u003c\/p\u003e \u003cp\u003eChapter 44 Hack Days 221\u003c\/p\u003e \u003cp\u003eDiscovery Prototyping Techniques 223\u003c\/p\u003e \u003cp\u003eChapter 45 Principles of Prototypes 227\u003c\/p\u003e \u003cp\u003eChapter 46 Feasibility Prototype Technique 229\u003c\/p\u003e \u003cp\u003eChapter 47 User Prototype Technique 233\u003c\/p\u003e \u003cp\u003eChapter 48 Live-Data Prototype Technique 235\u003c\/p\u003e \u003cp\u003eChapter 49 Hybrid Prototype Technique 239\u003c\/p\u003e \u003cp\u003eDiscovery Testing Techniques 241\u003c\/p\u003e \u003cp\u003eChapter 50 Testing Usability 243\u003c\/p\u003e \u003cp\u003eChapter 51 Testing Value 251\u003c\/p\u003e \u003cp\u003eChapter 52 Demand Testing Techniques 253\u003c\/p\u003e \u003cp\u003eChapter 53 Qualitative Value Testing Techniques 259\u003c\/p\u003e \u003cp\u003eChapter 54 Quantitative Value Testing Techniques 265\u003c\/p\u003e \u003cp\u003eChapter 55 Testing Feasibility 273\u003c\/p\u003e \u003cp\u003eChapter 56 Testing Business Viability 277\u003c\/p\u003e \u003cp\u003eChapter 57 Profile: Kate Arnold of Netflix 283\u003c\/p\u003e \u003cp\u003eTransformation Techniques 286\u003c\/p\u003e \u003cp\u003eChapter 58 Discovery Sprint Technique 287\u003c\/p\u003e \u003cp\u003eChapter 59 Pilot Team Technique 291\u003c\/p\u003e \u003cp\u003eChapter 60 Weaning an Organization Off Roadmaps 293\u003c\/p\u003e \u003cp\u003eProcess @ Scale 295\u003c\/p\u003e \u003cp\u003eChapter 61 Managing Stakeholders 297\u003c\/p\u003e \u003cp\u003eChapter 62 Communicating Product Learnings 305\u003c\/p\u003e \u003cp\u003eChapter 63 Profile: Camille Hearst of Apple 307\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V The Right Culture 309\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 64 Good Product Team\/Bad Product Team 311\u003c\/p\u003e \u003cp\u003eChapter 65 Top Reasons for Loss of Innovation 315\u003c\/p\u003e \u003cp\u003eChapter 66 Top Reasons for Loss of Velocity 319\u003c\/p\u003e \u003cp\u003eChapter 67 Establishing a Strong Product Culture 323\u003c\/p\u003e \u003cp\u003eAcknowledgments 327\u003c\/p\u003e \u003cp\u003eAbout the Author 329\u003c\/p\u003e \u003cp\u003eLearning More 331\u003c\/p\u003e \u003cp\u003eIndex 333\u003c\/p\u003e   \u003cp\u003e\u003cb\u003eMARTY CAGAN,\u003c\/b\u003e 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.     \u003c\/p\u003e\u003cp\u003eHow do today's most successful tech companies—Amazon, Google, Facebook, Netflix, Tesla—define, design and develop 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 \u003ci\u003eINSPIRED\u003c\/i\u003e, technology product management thought leader Marty Cagan provides readers with a master class in how to structure and staff an empowered and effective product organization, and how to discover and deliver technology products that your customers will love—and that will work for your business. \u003c\/p\u003e\u003cp\u003eWith sections on assembling the right people and skills, discovering the right product, embracing an effective yet lightweight process, scaling the product organization, 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. \u003c\/p\u003e\u003cp\u003eWhether you're an early stage startup working to get to product\/market fit, or a growth-stage company working to scale your organization, or a large, long-established company trying to regain your ability to consistently deliver new value for your customers, \u003ci\u003eINSPIRED\u003c\/i\u003e will take you and your product organization to a new level of customer engagement, consistent innovation, and business success. \u003c\/p\u003e\u003cp\u003eFilled 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—\u003ci\u003eINSPIRED\u003c\/i\u003e will show you how to turn up the dial of your own product efforts, creating technology products your customers love. \u003c\/p\u003e\u003cp\u003eThe first edition of \u003ci\u003eINSPIRED\u003c\/i\u003e, 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.     \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePRAISE FOR INSPIRED\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\"It is rare to find someone like Marty who has impacted early founders, high-growth startups, and multi-billion dollar companies over decades through his product leadership. So when he decides to  distill his knowledge in a book, it becomes a must read!\" \u003cb\u003e —Avid Larizadeh Duggan,\u003c\/b\u003e General Partner, GV (Google Ventures)  \u003c\/p\u003e\u003cp\u003e\"If you only have one book on product management, this is the one.\" \u003cb\u003e—Chad Dickerson,\u003c\/b\u003e Former CEO, Etsy  \u003c\/p\u003e\u003cp\u003e\"This book was a catalyst for helping us transform how we organize and operate. Marty gave us a compelling  case for change, actionable steps, and the fundamental truths to keep us on course.\" \u003cb\u003e —Ann Yauger,\u003c\/b\u003e AVP Product, CarMax  \u003c\/p\u003e\u003cp\u003e\"When I was a product leader, I experienced a fair bit of accidental successes and puzzling failures. Marty's  writing has helped me understand how product managers and product organizations really should work. I wish I'd had this book years ago.\" \u003cb\u003e—Jeff Patton,\u003c\/b\u003e Agile Product Leadership Coach  \u003c\/p\u003e\u003cp\u003e\"I don't know of any other person who has the breadth and depth of knowledge and insight in Product Management that Marty possesses. This is not your typical business book where you skim it in 30 minutes  and wonder why it was worth $14.99. \u003ci\u003eINSPIRED\u003c\/i\u003e is a book you can study, discuss, use to teach, show to  your management, and use as a force for change in your company or in your career.\" \u003cb\u003e—Kyrie Robinson,\u003c\/b\u003e VP User Experience, Chegg  \u003c\/p\u003e\u003cp\u003e\"\u003ci\u003eINSPIRED\u003c\/i\u003e was an invaluable resource to me and the Heroku team when we were scaling through the challenging 50-150 employee phase. This book should be on the shelf of anyone in a product leadership position.\" \u003cb\u003e—Adam Wiggins,\u003c\/b\u003e Co-Founder, Heroku  \u003c\/p\u003e\u003cp\u003e\"The first edition of \u003ci\u003eINSPIRED\u003c\/i\u003e shaped my thinking as a young product manager, and I now assign it to my  students to make sure they are making the right things in the right way. \u003ci\u003eINSPIRED\u003c\/i\u003e teaches you to think like Silicon Valley's smartest product managers.\" \u003cb\u003e—Christina Wodtke,\u003c\/b\u003e Author, Professor, and Startup Advisor  \u003c\/p\u003e\u003cp\u003e\"Product Management is the art and science of creating the products that give each company its existence.  It's the core of a business. For the digital world, Marty Cagan helps you understand and master Product Management like no other. This is essential reading to remain relevant tomorrow.\" \u003cb\u003e —Frerk-Malte Feller,\u003c\/b\u003e Workplace by Facebook  \u003c\/p\u003e\u003cp\u003e\"When asked what product is, and how companies can accelerate growth, I always start with 'read \u003ci\u003eINSPIRED\u003c\/i\u003e and then we can talk.'\" \u003cb\u003e—Sarah Bernard,\u003c\/b\u003e VP Product, Jet.com  \u003c\/p\u003e\u003cp\u003e\"When Marty talks and writes about product, it becomes clear that his knowledge is based on walking the  walk. He knows the difference between great technology, and great products based on great technology.\" \u003cb\u003e—Bjorn Carlson,\u003c\/b\u003e Engineering Team Lead, Google Cloud Platform\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989433467109,"sku":"NP9781119387503","price":32.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119387503.jpg?v=1761784083","url":"https:\/\/k12savings.com\/es\/products\/inspired-isbn-9781119387503","provider":"K12savings","version":"1.0","type":"link"}