{"product_id":"the-lean-product-playbook-isbn-9781118960875","title":"The Lean Product Playbook","description":"\u003cp\u003e\u003cb\u003eThe missing manual on how to apply Lean Startup to build products that customers love\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Lean Product Playbook\u003c\/i\u003e is a practical guide to building products that customers love. Whether you work at a startup or a large, established company, we all know that building great products is hard. Most new products fail. This book helps improve your chances of building successful products through clear, step-by-step guidance and advice.\u003c\/p\u003e \u003cp\u003eThe Lean Startup movement has contributed new and valuable ideas about product development and has generated lots of excitement. However, many companies have yet to successfully adopt Lean thinking. Despite their enthusiasm and familiarity with the high-level concepts, many teams run into challenges trying to adopt Lean because they feel like they lack specific guidance on what exactly they should be doing.\u003c\/p\u003e \u003cp\u003eIf you are interested in Lean Startup principles and want to apply them to develop winning products, this book is for you. This book describes the Lean Product Process: a repeatable, easy-to-follow methodology for iterating your way to product-market fit. It walks you through how to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eDetermine your target customers\u003c\/li\u003e \u003cli\u003eIdentify underserved customer needs\u003c\/li\u003e \u003cli\u003eCreate a winning product strategy\u003c\/li\u003e \u003cli\u003eDecide on your Minimum Viable Product (MVP)\u003c\/li\u003e \u003cli\u003eDesign your MVP prototype\u003c\/li\u003e \u003cli\u003eTest your MVP with customers\u003c\/li\u003e \u003cli\u003eIterate rapidly to achieve product-market fit\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThis book was written by entrepreneur and Lean product expert Dan Olsen whose experience spans product management, UX design, coding, analytics, and marketing across a variety of products. As a hands-on consultant, he refined and applied the advice in this book as he helped many companies improve their product process and build great products. His clients include Facebook, Box, Hightail, Epocrates, and Medallia.\u003c\/p\u003e \u003cp\u003eEntrepreneurs, executives, product managers, designers, developers, marketers, analysts and anyone who is passionate about building great products will find \u003ci\u003eThe Lean Product Playbook\u003c\/i\u003e an indispensable, hands-on resource.\u003c\/p\u003eThe Lean Product Playbook ist ein praktischer Leitfaden für die Schaffung von Produkten, die die Verbraucher schätzen. Die Entwicklung großartiger Produkte ist ein schwieriges Unterfangen. Davon zeugt der hohe Prozentsatz neuer Produkte, die bei dem Verbraucher auf keine Akzeptanz stoßen. Dieses Praktikerbuch hilft Ihnen durch klare Schritt-für-Schrittanleitungen und unzählige Tipps, erfolgreiche Produkte zu entwickeln. \u003cp\u003eIntroduction: Why Products Fail and How Lean Changes the Game xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Core Concepts\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Achieving Product-Market Fit with the Lean Product Process 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is Product-Market Fit? 3\u003c\/p\u003e \u003cp\u003eThe Product-Market Fit Pyramid 4\u003c\/p\u003e \u003cp\u003eQuicken: from #47 to #1 7\u003c\/p\u003e \u003cp\u003eThe Lean Product Process 8\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Problem Space versus Solution Space 13\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Space Pen 13\u003c\/p\u003e \u003cp\u003eProblems Define Markets 15\u003c\/p\u003e \u003cp\u003eThe What and the How 16\u003c\/p\u003e \u003cp\u003eOutside-In Product Development 16\u003c\/p\u003e \u003cp\u003eShould You Listen to Customers? 17\u003c\/p\u003e \u003cp\u003eA Tale of Two Apple Features 18\u003c\/p\u003e \u003cp\u003eUsing the Solution Space to Discover the Problem Space 20\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II The Lean Product Process\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Determine Your Target Customer (Step 1) 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFishing for Customers 25\u003c\/p\u003e \u003cp\u003eHow to Segment Your Target Market 26\u003c\/p\u003e \u003cp\u003eUsers versus Buyers 28\u003c\/p\u003e \u003cp\u003eTechnology Adoption Life Cycle 29\u003c\/p\u003e \u003cp\u003ePersonas 30\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Identify Underserved Customer Needs (Step 2) 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Customer Need by Any Other Name 37\u003c\/p\u003e \u003cp\u003eCustomer Needs Example: TurboTax 38\u003c\/p\u003e \u003cp\u003eCustomer Discovery Interviews 40\u003c\/p\u003e \u003cp\u003eCustomer Benefit Ladders 41\u003c\/p\u003e \u003cp\u003eHierarchies of Needs 43\u003c\/p\u003e \u003cp\u003eThe Importance versus Satisfaction Framework 45\u003c\/p\u003e \u003cp\u003eRelated Frameworks 56\u003c\/p\u003e \u003cp\u003eVisualizing Customer Value 58\u003c\/p\u003e \u003cp\u003eThe Kano Model 63\u003c\/p\u003e \u003cp\u003ePutting the Frameworks to Use 66\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Define Your Value Proposition (Step 3) 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStrategy Means Saying “No” 68\u003c\/p\u003e \u003cp\u003eValue Propositions for Search Engines 68\u003c\/p\u003e \u003cp\u003eNot So Cuil 71\u003c\/p\u003e \u003cp\u003eBuilding Your Product Value Proposition 72\u003c\/p\u003e \u003cp\u003eSkating to Where the Puck Will Be 75\u003c\/p\u003e \u003cp\u003eThe Flip Video Camera 75\u003c\/p\u003e \u003cp\u003ePredicting the Future with Value Propositions 75\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Specify Your Minimum Viable Product (MVP) Feature Set (Step 4) 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUser Stories: Features with Benefits 78\u003c\/p\u003e \u003cp\u003eBreaking Features Down 79\u003c\/p\u003e \u003cp\u003eSmaller Batch Sizes Are Better 79\u003c\/p\u003e \u003cp\u003eScoping with Story Points 80\u003c\/p\u003e \u003cp\u003eUsing Return on Investment to Prioritize 80\u003c\/p\u003e \u003cp\u003eDeciding on Your MVP Candidate 85\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Create Your MVP Prototype (Step 5) 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is (and Isn’t) an MVP? 89\u003c\/p\u003e \u003cp\u003eMVP Tests 90\u003c\/p\u003e \u003cp\u003eThe Matrix of MVP Tests 92\u003c\/p\u003e \u003cp\u003eQualitative Marketing MVP Tests 93\u003c\/p\u003e \u003cp\u003eQuantitative Marketing MVP Tests 94\u003c\/p\u003e \u003cp\u003eQualitative Product MVP Tests 99\u003c\/p\u003e \u003cp\u003eQuantitative Product MVP Tests 108\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Apply the Principles of Great UX Design 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Makes a Great UX? 111\u003c\/p\u003e \u003cp\u003eThe UX Design Iceberg 116\u003c\/p\u003e \u003cp\u003eConceptual Design 117\u003c\/p\u003e \u003cp\u003eInformation Architecture 120\u003c\/p\u003e \u003cp\u003eInteraction Design 123\u003c\/p\u003e \u003cp\u003eVisual Design 129\u003c\/p\u003e \u003cp\u003eDesign Principles 135\u003c\/p\u003e \u003cp\u003eCopy Is Also Part of UX Design 140\u003c\/p\u003e \u003cp\u003eThe A-Team 140\u003c\/p\u003e \u003cp\u003eUX Is in the Eye of the Beholder 141\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Test Your MVP with Customers (Step 6) 143\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow Many Customers Should I Test With? 144\u003c\/p\u003e \u003cp\u003eIn-Person, Remote, and Unmoderated User Testing 145\u003c\/p\u003e \u003cp\u003eHow to Recruit Customers in Your Target Market 148\u003c\/p\u003e \u003cp\u003eUser Testing at Intuit 152\u003c\/p\u003e \u003cp\u003eRamen User Testing 153\u003c\/p\u003e \u003cp\u003eHow to Structure the User Test 155\u003c\/p\u003e \u003cp\u003eHow to Ask Good Questions 156\u003c\/p\u003e \u003cp\u003eAsk Open versus Closed Questions 158\u003c\/p\u003e \u003cp\u003eI Feel Your Pain 159\u003c\/p\u003e \u003cp\u003eWrapping Up the User Test 160\u003c\/p\u003e \u003cp\u003eHow to Capture and Synthesize User Feedback 161\u003c\/p\u003e \u003cp\u003eUsability versus Product-Market Fit 163\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Iterate and Pivot to Improve Product-Market Fit 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Build-Measure-Learn Loop 167\u003c\/p\u003e \u003cp\u003eThe Hypothesize-Design-Test-Learn Loop 168\u003c\/p\u003e \u003cp\u003eIterative User Testing 170\u003c\/p\u003e \u003cp\u003ePersevere or Pivot? 175\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 An End-to-End Lean Product Case Study 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarketingReport.com 181\u003c\/p\u003e \u003cp\u003eStep 1: Determine Your Target Customers 182\u003c\/p\u003e \u003cp\u003eStep 2: Identify Underserved Needs 182\u003c\/p\u003e \u003cp\u003eStep 3: Define Your Value Proposition 183\u003c\/p\u003e \u003cp\u003eStep 4: Specify Your MVP Feature Set 185\u003c\/p\u003e \u003cp\u003eStep 5: Create Your MVP Prototype 187\u003c\/p\u003e \u003cp\u003eStep 6: Test Your MVP with Customers 188\u003c\/p\u003e \u003cp\u003eIterate and Pivot to Improve Product-Market Fit 193\u003c\/p\u003e \u003cp\u003eReflections 197\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Building and Optimizing Your Product\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Build Your Product Using Agile Development 201\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAgile Development 201\u003c\/p\u003e \u003cp\u003eScrum 205\u003c\/p\u003e \u003cp\u003eKanban 211\u003c\/p\u003e \u003cp\u003ePicking the Right Agile Methodology 216\u003c\/p\u003e \u003cp\u003eSucceeding with Agile 218\u003c\/p\u003e \u003cp\u003eQuality Assurance 222\u003c\/p\u003e \u003cp\u003eTest-Driven Development 225\u003c\/p\u003e \u003cp\u003eContinuous Integration 226\u003c\/p\u003e \u003cp\u003eContinuous Deployment 227\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Measure Your Key Metrics 229\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAnalytics versus Other Learning Methods 229\u003c\/p\u003e \u003cp\u003eOprah versus Spock 231\u003c\/p\u003e \u003cp\u003eUser Interviews 231\u003c\/p\u003e \u003cp\u003eUsability Testing 232\u003c\/p\u003e \u003cp\u003eSurveys 232\u003c\/p\u003e \u003cp\u003eAnalytics and A\/B Testing 235\u003c\/p\u003e \u003cp\u003eAnalytics Frameworks 236\u003c\/p\u003e \u003cp\u003eIdentify the Metric That Matters Most 240\u003c\/p\u003e \u003cp\u003eRetention Rate 242\u003c\/p\u003e \u003cp\u003eThe Equation of Your Business 249\u003c\/p\u003e \u003cp\u003eAchieving Profitability 255\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Use Analytics to Optimize Your Product and Business 259\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Lean Product Analytics Process 259\u003c\/p\u003e \u003cp\u003eA Lean Product Analytics Case Study: Friendster 263\u003c\/p\u003e \u003cp\u003eOptimization with A\/B Testing 272\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Conclusion 277\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAcknowledgments 283\u003c\/p\u003e \u003cp\u003eReferences 285\u003c\/p\u003e \u003cp\u003eResources 287\u003c\/p\u003e \u003cp\u003eIndex 291\u003c\/p\u003e \u003cp\u003eAbout the Author 309\u003c\/p\u003e   \u003cp\u003e\u003cb\u003eDAN OLSEN\u003c\/b\u003e is an entrepreneur, consultant, and Lean product expert. He works with CEOs and product leaders to build great products and strong product teams, often as interim VP of Product. Dan's clients include Facebook, Box, Hightail, Medallia, Financial Engines, and One Medical Group.  \u003c\/p\u003e\u003cp\u003eAt Intuit, Dan led the Quicken product team to record sales and profit. He also led product management at social networking pioneer Friendster and was cofounder and CEO of TechCrunch award winner YourVersion, a personalized news startup.  \u003c\/p\u003e\u003cp\u003eA frequent speaker at business and technology events, Dan lives in Silicon Valley where he hosts the Lean Product Meetup.  \u003c\/p\u003e\u003cp\u003eFor more information visit \u003cb\u003ewww.leanproductplaybook.com\u003c\/b\u003e     \u003c\/p\u003e\u003cp\u003eEveryone knows that most new products fail and that building great products is hard. \u003ci\u003eThe Lean Product Playbook\u003c\/i\u003e provides clear, step-by-step guidance to help you create successful products.  \u003c\/p\u003e\u003cp\u003eLean Startup has contributed valuable ideas about product development and generated lots of excitement. But despite their enthusiasm and familiarity with the high-level concepts, many teams run into challenges trying to adopt Lean because they lack specific guidance on what to do and how to do it.  \u003c\/p\u003e\u003cp\u003eIf you are interested in Lean Startup principles and want to apply them to create winning products, this book is for you. This book describes the Lean Product Process: a repeatable, easy-to-follow methodology for iterating your way to product-market fit. It walks you through how to:  \u003c\/p\u003e\u003cul\u003e \u003cli\u003eDetermine your target customers\u003c\/li\u003e \u003cli\u003eIdentify underserved customer needs\u003c\/li\u003e \u003cli\u003eCreate a winning product strategy\u003c\/li\u003e \u003cli\u003eDefine your minimum viable product (MVP)\u003c\/li\u003e \u003cli\u003eDesign your MVP prototype\u003c\/li\u003e \u003cli\u003eTest your MVP with customers\u003c\/li\u003e \u003cli\u003eIterate rapidly to achieve product-market fit\u003c\/li\u003e \u003c\/ul\u003e  \u003cp\u003eThis book includes two detailed, end-to-end case studies to drive home the concepts. It also describes how to build your product using Agile development and how to use analytics to optimize your product and business.  \u003c\/p\u003e\u003cp\u003eEntrepreneurs, executives, product managers, designers, developers, marketers, analysts, and anyone passionate about building great products will find \u003ci\u003eThe Lean Product Playbook\u003c\/i\u003e an indispensable, hands-on resource.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eTHE HOW-TO GUIDE FOR CREATING PRODUCTS THAT CUSTOMERS LOVE\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"If you want to create successful, innovative products that customers love, Dan's playbook is a must-read.\"\u003cbr\u003e\u003cb\u003e—Hiten Shah,\u003c\/b\u003e Co-founder of KISSmetrics and Crazy Egg\u003c\/p\u003e \u003cp\u003e\"Dan's product expertise was incredibly helpful in the early days of building and growing Box. I found his advice incredibly valuable — and if you want to build a successful product, you will too.\"\u003cbr\u003e\u003cb\u003e—Aaron Levie,\u003c\/b\u003e CEO, Box\u003c\/p\u003e \u003cp\u003e\"A great, detailed guide on how to find product-market fit and make things people will love. This book should be required reading for everybody building products.\"\u003cbr\u003e\u003cb\u003e—Laura Klein,\u003c\/b\u003e Author of \u003ci\u003eUX for Lean Startups\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"Dan Olsen makes product development simple and logical. If you want to create kick-ass products, you need to read this book.\"\u003cbr\u003e\u003cb\u003e—Dave McClure,\u003c\/b\u003e Founding Partner and Troublemaker, 500 Startups\u003c\/p\u003e \u003cp\u003e\"Dan's playbook is the missing manual on how to apply Lean Startup principles. This comprehensive, straightforward book guides you through everything you need to know to build a winning product.\"\u003cbr\u003e\u003cb\u003e—Sean Ellis,\u003c\/b\u003e CEO of Qualaroo and GrowthHackers.com\u003c\/p\u003e \u003cp\u003e\"Dan takes Lean Startup to a new level with his step-by-step playbook for creating great products! This book truly is for everyone—from designers to business people to engineers.\"\u003cbr\u003e\u003cb\u003e—Kaaren Hanson,\u003c\/b\u003e VP Design, Medallia and former VP Design Innovation, Intuit\u003c\/p\u003e \u003cp\u003e\"Dan Olsen is an established Lean product black belt in Silicon Valley. His book gives product teams a simple and straightforward way to identify product-market fit, launch an MVP and then improve it systematically over time.\"\u003cbr\u003e\u003cb\u003e—Ken Fine,\u003c\/b\u003e Chief Customer Officer, Medallia\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990276489445,"sku":"NP9781118960875","price":37.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118960875.jpg?v=1761787166","url":"https:\/\/k12savings.com\/es\/products\/the-lean-product-playbook-isbn-9781118960875","provider":"K12savings","version":"1.0","type":"link"}