{"product_id":"transformed-isbn-9781119697336","title":"Transformed","description":"\u003cp\u003e\u003cb\u003eHelp transform your business and innovate like the world's top tech companies!\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn \u003cb\u003eINSPIRED,\u003c\/b\u003e product thought leader Marty Cagan revealed the best practices and techniques used by the \u003ci\u003etop product teams\u003c\/i\u003e operating in the product model. Next, \u003cb\u003eEMPOWERED\u003c\/b\u003e shared the best practices and techniques used by the \u003ci\u003etop product leaders\u003c\/i\u003e to provide their teams with the kind of environment they need to thrive in the product model.\u003c\/p\u003e \u003cp\u003eYet, the most common question after reading \u003cb\u003eINSPIRED \u003c\/b\u003eand \u003cb\u003eEMPOWERED \u003c\/b\u003ehas been: \"Yes, we want to work this way, but the way we work today is so different, and so deeply ingrained, is it even possible for a company like ours to \u003ci\u003etransform\u003c\/i\u003e to the product model?\"\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTRANSFORMED\u003c\/b\u003e was written to bridge the gap between where most companies are right now and where they need to be. The leaders of these companies know they must transform to compete in an era of rapidly changing enabling technology, but most of them have never operated this way before. \u003cbr\u003e\u003cbr\u003e\u003cb\u003eTRANSFORMED \u003c\/b\u003ehas three big goals:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFirst, the book will\u003ci\u003e educate \u003c\/i\u003eyou with a deep understanding of the product operating model, and what it means to work that way.\u003c\/li\u003e \u003cli\u003eSecond\u003ci\u003e, \u003c\/i\u003ethe book will\u003ci\u003e convince \u003c\/i\u003eyou with detailed case studies of successful transformations, that while difficult, it is absolutely possible for you to transform your company to the product operating model.\u003c\/li\u003e \u003cli\u003eThird, the book will \u003ci\u003einspire\u003c\/i\u003e you with truly impressive case studies of product innovation, showing what you too will be capable of doing once you successfully transform.\u003c\/li\u003e \u003c\/ul\u003e \u003cbr\u003e \u003cp\u003e\u003cb\u003eTRANSFORMED\u003c\/b\u003e is written for those driving change, including the senior company leaders—starting with the CEO—as well as the senior executives and stakeholders who need to collaborate with the product teams, the product leaders, the members of the product teams, and all those who either support or depend on these product teams.\u003c\/p\u003e \u003cp\u003eWritten by best-selling author Marty Cagan and his partners at the Silicon Valley Product Group, \u003cb\u003eTRANSFORMED\u003c\/b\u003e is filled with real-world examples and proven, practical advice from their decades of experience helping companies move to the product operating model.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Introduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Who Is This Book For? 3\u003c\/p\u003e \u003cp\u003eChapter 2 What Is a Product Operating Model? 6\u003c\/p\u003e \u003cp\u003eWhat Is a Product? 8\u003c\/p\u003e \u003cp\u003eChapter 3 Why Transform? 10\u003c\/p\u003e \u003cp\u003eChapter 4 A Typical Transformation 13\u003c\/p\u003e \u003cp\u003eChapter 5 The Role of the CEO 18\u003c\/p\u003e \u003cp\u003eChapter 6 A Guide to \u003ci\u003eTRANSFORMED\u003c\/i\u003e 21\u003c\/p\u003e \u003cp\u003eTough Love for Product Leaders 23\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Transformation Defined 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 Changing How You Build 31\u003c\/p\u003e \u003cp\u003eA Note About Agile and Agile Coaches 33\u003c\/p\u003e \u003cp\u003eChapter 8 Changing How You Solve Problems 35\u003c\/p\u003e \u003cp\u003eOutcome- Based Roadmaps 41\u003c\/p\u003e \u003cp\u003eChapter 9 Changing How You Decide Which Problems to Solve 42\u003c\/p\u003e \u003cp\u003eThe One Right Way? 47\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Product Model Competencies 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 10 Product Managers 55\u003c\/p\u003e \u003cp\u003eDirect Access 58\u003c\/p\u003e \u003cp\u003eWhat About Domain Expertise? 61\u003c\/p\u003e \u003cp\u003eChapter 11 Product Designers 63\u003c\/p\u003e \u003cp\u003eChapter 12 Tech Leads 66\u003c\/p\u003e \u003cp\u003eChapter 13 Product Leaders 69\u003c\/p\u003e \u003cp\u003eProduct Ops 75\u003c\/p\u003e \u003cp\u003eThe Impact of AI on Product Teams 77\u003c\/p\u003e \u003cp\u003eChapter 14 Innovation Story: Almosafer 78\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Product Model Concepts 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 15 Product Teams 87\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eEmpowered with Problems to Solve 87\u003c\/p\u003e \u003cp\u003eProduct Leaders and Empowered Teams 89\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eOutcomes over Output 89\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eSense of Ownership 90\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eCollaboration 91\u003c\/p\u003e \u003cp\u003eChapter 16 Product Strategy 94\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eFocus 94\u003c\/p\u003e \u003cp\u003eThe Power of an Inspiring Product Vision 95\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003ePowered by Insights 96\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eTransparency 97\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003ePlacing Bets 98\u003c\/p\u003e \u003cp\u003eChapter 17 Product Discovery 99\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eMinimize Waste 99\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eAssess Product Risks 100\u003c\/p\u003e \u003cp\u003eAssessing Ethical Risk 101\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eEmbrace Rapid Experimentation 101\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eTest Ideas Responsibly 103\u003c\/p\u003e \u003cp\u003eChapter 18 Product Delivery 104\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eSmall, Frequent, Uncoupled Releases 105\u003c\/p\u003e \u003cp\u003eHigh-Integrity Commitments 108\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eInstrumentation 109\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eMonitoring 110\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eDeployment Infrastructure 110\u003c\/p\u003e \u003cp\u003eManaging Technical Debt 112\u003c\/p\u003e \u003cp\u003eChapter 19 Product Culture 114\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003ePrinciples over Process 115\u003c\/p\u003e \u003cp\u003eContinuous Process Improvement 116\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eTrust over Control 116\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eInnovation over Predictability 117\u003c\/p\u003e \u003cp\u003eFrom Projects to Products 117\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePrinciple: \u003c\/i\u003eLearning over Failure 120\u003c\/p\u003e \u003cp\u003eChapter 20 Innovation Story: Carmax 121\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V Transformation Story: Trainline 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VI the Product Model in Action 139\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 21 Partnering with Customers 141\u003c\/p\u003e \u003cp\u003eChapter 22 Partnering with Sales 147\u003c\/p\u003e \u003cp\u003eChapter 23 Partnering with Product Marketing 150\u003c\/p\u003e \u003cp\u003eChapter 24 Partnering with Finance 155\u003c\/p\u003e \u003cp\u003eChapter 25 Partnering with Stakeholders 159\u003c\/p\u003e \u003cp\u003eChapter 26 Partnering with Executives 163\u003c\/p\u003e \u003cp\u003eChapter 27 Innovation Story: Gympass 168\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VII Transformation Story: Datasite 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VIII Transformation Techniques 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 28 Transformation Outcome 187\u003c\/p\u003e \u003cp\u003eChapter 29 Transformation Assessment 189\u003c\/p\u003e \u003cp\u003eInnovation Theatre 201\u003c\/p\u003e \u003cp\u003eChapter 30 Transformation Tactics— Competencies 203\u003c\/p\u003e \u003cp\u003eChapter 31 Transformation Tactics— Concepts 209\u003c\/p\u003e \u003cp\u003eChapter 32 Transformation Tactics— Adoption 221\u003c\/p\u003e \u003cp\u003eChapter 33 Transformation Evangelism 227\u003c\/p\u003e \u003cp\u003eTransformation Setbacks 230\u003c\/p\u003e \u003cp\u003eChapter 34 Transformation Help 232\u003c\/p\u003e \u003cp\u003e\u003ci\u003eProduct Coach: \u003c\/i\u003eGabrielle Bufrem 238\u003c\/p\u003e \u003cp\u003e\u003ci\u003eProduct Coach: \u003c\/i\u003eHope Gurion 240\u003c\/p\u003e \u003cp\u003e\u003ci\u003eProduct Coach: \u003c\/i\u003eMargaret Hollendoner 242\u003c\/p\u003e \u003cp\u003e\u003ci\u003eProduct Coach: \u003c\/i\u003eStacey Langer 245\u003c\/p\u003e \u003cp\u003e\u003ci\u003eProduct Coach: \u003c\/i\u003eDr. Marily Nika 247\u003c\/p\u003e \u003cp\u003e\u003ci\u003eProduct Coach: \u003c\/i\u003ePhyl Terry 249\u003c\/p\u003e \u003cp\u003e\u003ci\u003eProduct Coach: \u003c\/i\u003ePetra Wille 251\u003c\/p\u003e \u003cp\u003eChapter 35 Innovation Story: Datasite 253\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IX Transformation Story: Adobe 257\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart X Overcoming Objections 271\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 36 Objections from Customers 273\u003c\/p\u003e \u003cp\u003eChapter 37 Objections from Sales 278\u003c\/p\u003e \u003cp\u003eChapter 38 Objections from the CEO and Board 283\u003c\/p\u003e \u003cp\u003eChapter 39 Objections from Line of Business 288\u003c\/p\u003e \u003cp\u003eChapter 40 Objections from Customer Success 293\u003c\/p\u003e \u003cp\u003eChapter 41 Objections from Marketing 296\u003c\/p\u003e \u003cp\u003eChapter 42 Objections from Finance 299\u003c\/p\u003e \u003cp\u003eChapter 43 Objections from HR\/People Ops 304\u003c\/p\u003e \u003cp\u003eChapter 44 Objections from the CIO 307\u003c\/p\u003e \u003cp\u003eChapter 45 Objections from the PMO 309\u003c\/p\u003e \u003cp\u003eChapter 46 Objections from Inside Product 312\u003c\/p\u003e \u003cp\u003eChapter 47 Innovation Story: Kaiser Permanente 322\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart XI Conclusion 327\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 48 Keys to Successful Transformation 329\u003c\/p\u003e \u003cp\u003eBut What Can I Do? 334\u003c\/p\u003e \u003cp\u003eChapter 49 Innovation Story: Trainline 336\u003c\/p\u003e \u003cp\u003eLearning More 341\u003c\/p\u003e \u003cp\u003eAcknowledgments 343\u003c\/p\u003e \u003cp\u003eAbout the Authors 345\u003c\/p\u003e  \u003cp\u003e This book has been written by the five SVPG product partners. Our belief is that to lead an effective transformation to the product model, it is critical to have personally been there and done that, and to truly know what good looks like. That is why each of our partners has built products for decades, first as a product creator, and then as a product leader, at several of the most successful tech-powered product companies in the world. You can learn more about the individual partners at \u003cb\u003ewww.svpg.com\/team\u003c\/b\u003e.   \u003c\/p\u003e\u003cp\u003e \u003ci\u003e\u003cb\u003eTRANSFORMED \u003c\/b\u003e\u003c\/i\u003ewas written to help companies learn to operate like the best tech-powered companies in the world. This way of working is referred to as the product operating model. \u003c\/p\u003e\u003cp\u003eThis is not a particular process or methodology or single way of working; it is a set of principles that you’ll find in those companies that believe they should be powering their business with technology.  \u003c\/p\u003e\u003cp\u003eThe goal of \u003ci\u003eTRANSFORMED \u003c\/i\u003eis to bridge the gap between where most companies are right now, and where they need to be. The leaders of these companies know they need to transform to compete in an era of rapidly changing enabling technology, but most of them have never operated this way before. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eTRANSFORMED \u003c\/i\u003ehas three big goals: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eFirst, the book will educate you with a deep understanding of the product operating model, and what it means to work that way\u003c\/li\u003e\n\u003cli\u003eSecond, the book will convince you with detailed case studies of successful transformations, that while difficult, it is absolutely possible for you to transform your company to the product operating model\u003c\/li\u003e\n\u003cli\u003eThird, the book will inspire you with truly impressive case studies of product innovation, showing what you too will be capable of doing once you successfully transform\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003e\u003ci\u003eTRANSFORMED \u003c\/i\u003eis written for those driving change, including the product leaders, the senior company leaders—the CEO and other senior executives and stakeholders who need to collaborate with the product teams—the members of the product teams, and all those who either support or depend on these product teams. \u003c\/p\u003e\u003cp\u003eThis book is filled with real-world examples and proven, practical advice from decades of experience helping companies move to the product operating model.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003e\u003csmall\u003ePRAISE FOR\u003c\/small\u003e TRANSFORMED\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“\u003ci\u003eTRANSFORMED \u003c\/i\u003eshould be in the hands of every organizational leader evolving their organization in this post-pandemic world. Marty has captured all the impactful aspects of the product operating model and I can wholeheartedly attest based on my own personal journey in both retail and healthcare, this is a key reference guide moving forward.”\u003cbr\u003e \u003cb\u003e—PRAT VEMANA,\u003c\/b\u003e \u003cb\u003eChief Digital and Product Officer, Target\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“Marty has been helping set the standard in Product for years with \u003ci\u003eINSPIRED\u003c\/i\u003e, \u003ci\u003eEMPOWERED\u003c\/i\u003e, and his work at SVPG. With \u003ci\u003eTRANSFORMED\u003c\/i\u003e, Marty offers a powerful guide to help companies master the product concepts, overcome the inevitable obstacles of a transformation, and learn from real-world examples of product transformations. This book should be a trusted resource for any company trying to transition to the product model.”\u003cbr\u003e \u003cb\u003e—TYLER TUITE, Chief Product Officer, Carmax\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“SVPG understands what most executives don’t. In order to achieve organizational transformation, you must experience a personal transformation. This book will show you how to do both.”\u003cbr\u003e \u003cb\u003e—BRENDAN WOVCHKO, Chief Technology Officer, Ramsey Solutions\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“SVPG has already taught us how the product model empowers all companies to better serve their customers. \u003ci\u003eTRANSFORMED \u003c\/i\u003enow teaches us how to unlock that power in any company despite its industry, product type or past management approach. With this book, we now all have the roadmap needed to transform our businesses into product powerhouses.”\u003cbr\u003e \u003cb\u003e—MICHAEL NEWTON, CEO, Qorium; former VP of Product at Nike\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“If you’re looking to understand the importance of a product-first approach to business, this book is a must-read. \u003ci\u003eTRANSFORMED \u003c\/i\u003eis an inspirational guide through the product model that speaks directly to the non-product executive.”\u003cbr\u003e \u003cb\u003e—MATT BROWN, Chief Financial Officer, Altair Engineering, Inc.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“In an era where technology is the heartbeat of most successful businesses, \u003ci\u003eTRANSFORMED \u003c\/i\u003estands out as the essential guide for any company navigating the transition to the product operating model. Marty masterfully demystifies the journey, blending hard-won insights with compelling case studies, making it not only a roadmap for transformation but also an inspiration. Having witnessed countless organizations grapple with this very shift, I can confidently say this book is the beacon they’ve been waiting for. A must-read for anyone serious about harnessing the power of technology to propel their business forward.”\u003cbr\u003e \u003cb\u003e—MIKE FISHER, Former CTO at Etsy\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990406250725,"sku":"NP9781119697336","price":34.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119697336.jpg?v=1761787701","url":"https:\/\/k12savings.com\/es\/products\/transformed-isbn-9781119697336","provider":"K12savings","version":"1.0","type":"link"}