{"product_id":"product-management-for-dummies-isbn-9781119264026","title":"Product Management For Dummies","description":"\u003cb\u003eYour one-stop guide to becoming a product management prodigy\u003c\/b\u003e \u003cp\u003eProduct management plays a pivotal role in organizations. In fact, it's now considered the fourth most important title in corporate America—yet only a tiny fraction of product managers have been trained for this vital position. If you're one of the hundreds of thousands of people who hold this essential job—or simply aspire to break into a new role—\u003ci\u003eProduct Management For Dummies\u003c\/i\u003e gives you the tools to increase your skill level and manage products like a pro. \u003c\/p\u003e\u003cp\u003eFrom defining what product management is—and isn't—to exploring the rising importance of product management in the corporate world, this friendly and accessible guide quickly gets you up to speed on everything it takes to thrive in this growing field. It offers plain-English explanations of the product life cycle, market research, competitive analysis, market and pricing strategy, product roadmaps, the people skills it takes to effectively influence and negotiate, and so much more. \u003c\/p\u003e\u003cul\u003e \u003cli\u003eCreate a winning strategy for your product\u003c\/li\u003e \u003cli\u003eGather and analyze customer and market feedback\u003c\/li\u003e \u003cli\u003ePrioritize and convey requirements to engineering teams effectively\u003c\/li\u003e \u003cli\u003eMaximize revenues and profitability\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eProduct managers are responsible for so much more than meets the eye—and this friendly, authoritative guide lifts the curtain on what it takes to succeed. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eIntroduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAbout This Book 1\u003c\/p\u003e \u003cp\u003eFoolish Assumptions 3\u003c\/p\u003e \u003cp\u003eIcons Used in This Book 3\u003c\/p\u003e \u003cp\u003eBeyond the Book 4\u003c\/p\u003e \u003cp\u003eWhere to Go from Here 4\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1: Getting Started with Product Management\u003c\/b\u003e\u003cb\u003e 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: Welcome to the World of Product Management\u003c\/b\u003e\u003cb\u003e 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding the Need for Product Management 8\u003c\/p\u003e \u003cp\u003eRecognizing the Critical Role of Project Management 9\u003c\/p\u003e \u003cp\u003eDefining product management 9\u003c\/p\u003e \u003cp\u003eServing as a strategic driver for business 9\u003c\/p\u003e \u003cp\u003eProduct Management in a Nutshell: Checking Out Your Day-to-Day Life 12\u003c\/p\u003e \u003cp\u003eManaging a product during every phase of its life 12\u003c\/p\u003e \u003cp\u003eReaching in to your bag of tricks 13\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: Getting in Character: Discovering Your Role as a Product Manager\u003c\/b\u003e\u003cb\u003e 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOrientation Day: Examining Your Role as Product Manager 15\u003c\/p\u003e \u003cp\u003eChecking out the job description 17\u003c\/p\u003e \u003cp\u003ePinpointing product management on the organizational chart 19\u003c\/p\u003e \u003cp\u003eDrafting your product management manifesto 20\u003c\/p\u003e \u003cp\u003eComparing Product Management to Other Related Roles 21\u003c\/p\u003e \u003cp\u003eChecking out product marketing 22\u003c\/p\u003e \u003cp\u003eLooking into program management 23\u003c\/p\u003e \u003cp\u003eExploring project management 25\u003c\/p\u003e \u003cp\u003eKnowing what other roles you interact with 27\u003c\/p\u003e \u003cp\u003eConducting a Self-Assessment: Traits of a Great Product Manager 32\u003c\/p\u003e \u003cp\u003eBusiness acumen 32\u003c\/p\u003e \u003cp\u003eIndustry knowledge and expertise 33\u003c\/p\u003e \u003cp\u003eTechnical knowledge 33\u003c\/p\u003e \u003cp\u003ePeople skills 34\u003c\/p\u003e \u003cp\u003eDecision-making skills 34\u003c\/p\u003e \u003cp\u003eProblem-solving aptitude 35\u003c\/p\u003e \u003cp\u003eA cool head 35\u003c\/p\u003e \u003cp\u003eLeadership chops 36\u003c\/p\u003e \u003cp\u003eScoring your product manager traits 37\u003c\/p\u003e \u003cp\u003eRACI and DACI: Understanding Responsibilities 38\u003c\/p\u003e \u003cp\u003eGoing the RACI route 38\u003c\/p\u003e \u003cp\u003eTaking a DACI direction 39\u003c\/p\u003e \u003cp\u003eUsing RACI and DACI effectively 40\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Checking Out the Product Life Cycle\u003c\/b\u003e\u003cb\u003e 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefining the Product Life Cycle: What It Is and Isn’t 41\u003c\/p\u003e \u003cp\u003ePhases and gates 42\u003c\/p\u003e \u003cp\u003eMapping phase-gate to Agile methodologies 43\u003c\/p\u003e \u003cp\u003eIt’s Just a Phase: Breaking Down the Product Life Cycle 46\u003c\/p\u003e \u003cp\u003ePhase I: Conceive 46\u003c\/p\u003e \u003cp\u003ePhase II: Plan 47\u003c\/p\u003e \u003cp\u003ePhase III: Develop 48\u003c\/p\u003e \u003cp\u003ePhase IV: Qualify 49\u003c\/p\u003e \u003cp\u003ePhase V: Launch 49\u003c\/p\u003e \u003cp\u003ePhase VI: Maximize 50\u003c\/p\u003e \u003cp\u003ePhase VII: Retire 51\u003c\/p\u003e \u003cp\u003eDetailing the Optimal Product Process 52\u003c\/p\u003e \u003cp\u003eTaking a look at how the process works 52\u003c\/p\u003e \u003cp\u003eUnderstanding the nine core documents 54\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2: Discovering, Evaluating, and Planning for Great Products and Services\u003c\/b\u003e\u003cb\u003e 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Coming Up with Great Product Ideas\u003c\/b\u003e\u003cb\u003e 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGetting a Handle on the Creative Process 59\u003c\/p\u003e \u003cp\u003eExploring sources for new ideas 60\u003c\/p\u003e \u003cp\u003eLetting your team play 61\u003c\/p\u003e \u003cp\u003eGenerating Creative Ideas: Techniques and Tips 63\u003c\/p\u003e \u003cp\u003eBrainstorming 63\u003c\/p\u003e \u003cp\u003eConsulting customer councils 65\u003c\/p\u003e \u003cp\u003eTapping the power of mind mapping 66\u003c\/p\u003e \u003cp\u003eTrying a more structured approach: The four actions framework 67\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Working to Understand Who Your Customer Is\u003c\/b\u003e\u003cb\u003e 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMoving from Markets to Segments 69\u003c\/p\u003e \u003cp\u003eDefining markets and segments 70\u003c\/p\u003e \u003cp\u003eDetermining market segments 70\u003c\/p\u003e \u003cp\u003eHarnessing the Creativity of Personas 72\u003c\/p\u003e \u003cp\u003eWhat is included in a persona description 72\u003c\/p\u003e \u003cp\u003eDeveloping personas 74\u003c\/p\u003e \u003cp\u003eMaking Sure You Cover All Persona Roles 77\u003c\/p\u003e \u003cp\u003eVisiting Customers 78\u003c\/p\u003e \u003cp\u003eObserving customer visit courtesies 78\u003c\/p\u003e \u003cp\u003eInterviewing customers 79\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Doing Your Homework: Evaluating Your Ideas\u003c\/b\u003e\u003cb\u003e 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding the Importance of Market Research and Competitive Intelligence 83\u003c\/p\u003e \u003cp\u003eSubdividing kinds of market research 85\u003c\/p\u003e \u003cp\u003eLooking for the right place to start 86\u003c\/p\u003e \u003cp\u003eUndertaking the Market Research Process 87\u003c\/p\u003e \u003cp\u003eSpelling out the market research process 88\u003c\/p\u003e \u003cp\u003eAsking the right questions 89\u003c\/p\u003e \u003cp\u003eExamining market research methods 91\u003c\/p\u003e \u003cp\u003eStudying Competitive Intelligence 93\u003c\/p\u003e \u003cp\u003eIdentifying competitors 93\u003c\/p\u003e \u003cp\u003eCollecting all the competitive intelligence possible 93\u003c\/p\u003e \u003cp\u003eKeeping track of the competition 98\u003c\/p\u003e \u003cp\u003eReality-Checking Your Ideas and Hypotheses 99\u003c\/p\u003e \u003cp\u003eUsing a simple validation process 99\u003c\/p\u003e \u003cp\u003eAn example of product validation 100\u003c\/p\u003e \u003cp\u003eCrunching the Numbers with Financial Forecasting 100\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Prioritizing and Selecting Your Ideas\u003c\/b\u003e\u003cb\u003e 101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePrioritizing Your Ideas 101\u003c\/p\u003e \u003cp\u003eFinding the right fit with the product-market fit triad 102\u003c\/p\u003e \u003cp\u003ePutting business canvases to use 104\u003c\/p\u003e \u003cp\u003eWeighing different opportunities 108\u003c\/p\u003e \u003cp\u003eApplying Scoring Models 110\u003c\/p\u003e \u003cp\u003eScoring for differentiation: The Kano model 110\u003c\/p\u003e \u003cp\u003eScoring for efficient use of development resources: Value versus effort analysis 111\u003c\/p\u003e \u003cp\u003eFilling out a prioritization matrix 112\u003c\/p\u003e \u003cp\u003eCollecting ballots: Dot voting 113\u003c\/p\u003e \u003cp\u003eBuying features 114\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Planning to Plan: Choosing a Suitable Approach\u003c\/b\u003e\u003cb\u003e 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdopting Planning Best Practices 115\u003c\/p\u003e \u003cp\u003eStarting early 116\u003c\/p\u003e \u003cp\u003eIncluding your team 116\u003c\/p\u003e \u003cp\u003eTreating your plan as a living document 117\u003c\/p\u003e \u003cp\u003eDeciding on the Right Amount of Planning 117\u003c\/p\u003e \u003cp\u003eComparing Lean versus in-depth planning 118\u003c\/p\u003e \u003cp\u003eCompleting the types of new products and services grid 119\u003c\/p\u003e \u003cp\u003eFinding the right level of planning for your company’s culture 120\u003c\/p\u003e \u003cp\u003eConsidering your executives’ expectations 122\u003c\/p\u003e \u003cp\u003eEvaluating investment risk 123\u003c\/p\u003e \u003cp\u003eStreamlining the Planning Process with Lean and Simple Planning 124\u003c\/p\u003e \u003cp\u003eUnderstanding the Lean approach 125\u003c\/p\u003e \u003cp\u003eWhat numbers are you looking at? 125\u003c\/p\u003e \u003cp\u003eTaking a look at a popular business model canvas 126\u003c\/p\u003e \u003cp\u003eBeing prepared to rapidly change and pivot 128\u003c\/p\u003e \u003cp\u003eTaking a More Thorough Approach: In-Depth Planning 128\u003c\/p\u003e \u003cp\u003eDeciding whether to document 129\u003c\/p\u003e \u003cp\u003eUsing key documents and corresponding questions 130\u003c\/p\u003e \u003cp\u003eEstimating your time investment 132\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Developing Your Business Case\u003c\/b\u003e\u003cb\u003e 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMaking a Business Case for the New Product or Service 134\u003c\/p\u003e \u003cp\u003eRecognizing the importance of a business case 134\u003c\/p\u003e \u003cp\u003eOutlining your business case 135\u003c\/p\u003e \u003cp\u003eGathering the necessary information 136\u003c\/p\u003e \u003cp\u003ePutting It All Together: Documenting Your Business Case 136\u003c\/p\u003e \u003cp\u003ePart I: Executive summary 136\u003c\/p\u003e \u003cp\u003ePart II: Problem and opportunity 137\u003c\/p\u003e \u003cp\u003ePart III: Market landscape 139\u003c\/p\u003e \u003cp\u003ePart IV: Competitive landscape 139\u003c\/p\u003e \u003cp\u003ePart V: Financial and resource impact analysis 141\u003c\/p\u003e \u003cp\u003ePart VI: Risks 143\u003c\/p\u003e \u003cp\u003eParts VII through XI: Other sections 143\u003c\/p\u003e \u003cp\u003eGetting buy-in for your business case 146\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Developing Your Market Strategy\u003c\/b\u003e\u003cb\u003e 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGrasping the Importance of a Market Strategy 148\u003c\/p\u003e \u003cp\u003eSetting Yourself Straight on Strategy Tools 149\u003c\/p\u003e \u003cp\u003eGo-to-market strategy 149\u003c\/p\u003e \u003cp\u003eStrategy models 150\u003c\/p\u003e \u003cp\u003eConsidering Other Components of Marketing Strategy 156\u003c\/p\u003e \u003cp\u003eWhole product offering 156\u003c\/p\u003e \u003cp\u003eBrand promise 157\u003c\/p\u003e \u003cp\u003ePricing 157\u003c\/p\u003e \u003cp\u003eSegmentation 161\u003c\/p\u003e \u003cp\u003ePositioning 161\u003c\/p\u003e \u003cp\u003eNaming your product 165\u003c\/p\u003e \u003cp\u003eMessaging 166\u003c\/p\u003e \u003cp\u003ePutting Your Market Strategy in Writing 168\u003c\/p\u003e \u003cp\u003ePart I: Executive summary 169\u003c\/p\u003e \u003cp\u003ePart II: Whole product offer 170\u003c\/p\u003e \u003cp\u003ePart III: Pricing 171\u003c\/p\u003e \u003cp\u003ePart IV: Segmentation 172\u003c\/p\u003e \u003cp\u003ePart V: Positioning 172\u003c\/p\u003e \u003cp\u003ePart VI: Messaging 173\u003c\/p\u003e \u003cp\u003ePart VII: Strategy 173\u003c\/p\u003e \u003cp\u003ePart VIII: Launch programs and activities 175\u003c\/p\u003e \u003cp\u003ePart IX: Budget 175\u003c\/p\u003e \u003cp\u003ePart X: Concluding sections 175\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: Developing a Plan: Market Needs, Product Description, and Road Maps\u003c\/b\u003e\u003cb\u003e 177\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUncovering Market Need and Creating Product Feature Descriptions 178\u003c\/p\u003e \u003cp\u003eThe problem space 178\u003c\/p\u003e \u003cp\u003eThe solution space 178\u003c\/p\u003e \u003cp\u003eComparing market needs and product features 178\u003c\/p\u003e \u003cp\u003eKeeping discussions clear 180\u003c\/p\u003e \u003cp\u003eDocumenting Market Needs 181\u003c\/p\u003e \u003cp\u003eQuestioning why “why” is so important 181\u003c\/p\u003e \u003cp\u003eGathering the necessary information 183\u003c\/p\u003e \u003cp\u003eDetailing your market needs document 187\u003c\/p\u003e \u003cp\u003ePrioritizing detailed features and market needs 192\u003c\/p\u003e \u003cp\u003eWhipping Up a Product Feature Description 193\u003c\/p\u003e \u003cp\u003eOutlining the product description 194\u003c\/p\u003e \u003cp\u003eCompleting the product description document 195\u003c\/p\u003e \u003cp\u003ePlotting Your Product’s Path to Success with a Product Road Map 199\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3: Building and Maximizing Product Success: From Development to Retirement\u003c\/b\u003e\u003cb\u003e 201\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Shepherding a Product Idea through the Development Phase\u003c\/b\u003e\u003cb\u003e 203\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGetting the Lowdown on Waterfall\/Phase-Gate versus Agile Development 203\u003c\/p\u003e \u003cp\u003eWaterfall: Measure twice, cut once 204\u003c\/p\u003e \u003cp\u003eAgile: Plan and deliver rapidly 205\u003c\/p\u003e \u003cp\u003eCreating the backlog in Agile 207\u003c\/p\u003e \u003cp\u003eAssuming typical responsibilities 211\u003c\/p\u003e \u003cp\u003eUnlocking the Secrets of the Product Development Trade-Off Triangle 213\u003c\/p\u003e \u003cp\u003eMaintaining Best Practices during Development 215\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: Gearing up for Your Product Launch: The Qualify Phase\u003c\/b\u003e\u003cb\u003e 217\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGetting Up to Speed on the Qualify Phase 217\u003c\/p\u003e \u003cp\u003eEnsuring internal and external quality validation 218\u003c\/p\u003e \u003cp\u003eCreating a beta plan 219\u003c\/p\u003e \u003cp\u003eDodging typical beta testing mistakes 220\u003c\/p\u003e \u003cp\u003ePutting a Beta Program in Place 221\u003c\/p\u003e \u003cp\u003eSetting appropriate goals 221\u003c\/p\u003e \u003cp\u003eMaking your goals concrete 221\u003c\/p\u003e \u003cp\u003eRecruiting participants 222\u003c\/p\u003e \u003cp\u003eMaking the Decision to Ship the Product 226\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Liftoff! Planning and Executing an Effective Product Launch\u003c\/b\u003e\u003cb\u003e 227\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnlocking the Do’s and Don’ts of a Successful Product Launch 228\u003c\/p\u003e \u003cp\u003eUnderstanding the importance of first impressions 228\u003c\/p\u003e \u003cp\u003eDetailing the elements of a successful product launch 229\u003c\/p\u003e \u003cp\u003eSetting Launch Goals 230\u003c\/p\u003e \u003cp\u003eChecking Out Different Launch Types 231\u003c\/p\u003e \u003cp\u003eLaunches under Agile or very frequent releases 231\u003c\/p\u003e \u003cp\u003eEasy does it: The soft launch 231\u003c\/p\u003e \u003cp\u003eA small effort: The minimal launch 232\u003c\/p\u003e \u003cp\u003eGoing all-in: The full scale launch 233\u003c\/p\u003e \u003cp\u003eChoosing a launch type: Key considerations 233\u003c\/p\u003e \u003cp\u003eRunning a Smooth Product Launch 234\u003c\/p\u003e \u003cp\u003eBuilding your launch squad 235\u003c\/p\u003e \u003cp\u003eTracking milestones and ensuring accountability 235\u003c\/p\u003e \u003cp\u003eArming your sales team and other key stakeholders 236\u003c\/p\u003e \u003cp\u003eCreating a Product Launch Plan 237\u003c\/p\u003e \u003cp\u003eRecognizing the importance of the launch plan 237\u003c\/p\u003e \u003cp\u003eFilling out the launch plan template 238\u003c\/p\u003e \u003cp\u003eValidating the Plan against Your Launch Goals 241\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15: Maximizing Your Product’s Revenue and Profits\u003c\/b\u003e\u003cb\u003e 243\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGrasping the Basics of Marketing 244\u003c\/p\u003e \u003cp\u003eMarketing mix 244\u003c\/p\u003e \u003cp\u003eWorking with marcom and creating marketing collateral 248\u003c\/p\u003e \u003cp\u003eFitting into the sales and marketing funnel 252\u003c\/p\u003e \u003cp\u003eGetting sales the tools to sell the product 254\u003c\/p\u003e \u003cp\u003eBecoming marketing aware 255\u003c\/p\u003e \u003cp\u003eForecasting: A Look to the Future 256\u003c\/p\u003e \u003cp\u003eCollecting data for forecasting 256\u003c\/p\u003e \u003cp\u003eMaking assumptions 259\u003c\/p\u003e \u003cp\u003eCreating an Effective Marketing Plan 260\u003c\/p\u003e \u003cp\u003eRecognizing the importance of a top-notch marketing plan 261\u003c\/p\u003e \u003cp\u003eOutlining your marketing plan: What to include 261\u003c\/p\u003e \u003cp\u003eSetting goals 263\u003c\/p\u003e \u003cp\u003eMonitoring Product Success Metrics 265\u003c\/p\u003e \u003cp\u003eKeeping tabs on the sales funnel: Leads, opportunities, and conversions 265\u003c\/p\u003e \u003cp\u003eExamining revenues and profitability 265\u003c\/p\u003e \u003cp\u003eGauging market share 266\u003c\/p\u003e \u003cp\u003eBenchmarking: Tracking against the business plan 266\u003c\/p\u003e \u003cp\u003eChanging Course: Making Adjustments 267\u003c\/p\u003e \u003cp\u003eBeefing up sales support 268\u003c\/p\u003e \u003cp\u003eEnhancing the product 268\u003c\/p\u003e \u003cp\u003eTrimming costs 268\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16: Retirement: Replacing a Product or Taking It off the Market\u003c\/b\u003e\u003cb\u003e 271\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDeciding How to Retire a Product 272\u003c\/p\u003e \u003cp\u003eTaking into account internal and external expectations 272\u003c\/p\u003e \u003cp\u003eConsidering Critical Factors in a Product Retirement Plan 273\u003c\/p\u003e \u003cp\u003eBreaking down specific end-of-life issues by product type 273\u003c\/p\u003e \u003cp\u003eDistinguishing a product’s various end-of dates 275\u003c\/p\u003e \u003cp\u003eChecking out parts of a product retirement plan 276\u003c\/p\u003e \u003cp\u003eFollowing Best Practices when Retiring a Product 277\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4: Becoming a Phenomenal Product Manager\u003c\/b\u003e\u003cb\u003e 279\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17: Cultivating Your Product Management Leadership Skills\u003c\/b\u003e\u003cb\u003e 281\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdentifying Traits of an Effective Product Management Leader 282\u003c\/p\u003e \u003cp\u003eDeveloping Your Leadership Style 283\u003c\/p\u003e \u003cp\u003eReaching for results and motivating people 283\u003c\/p\u003e \u003cp\u003eHandling stress 284\u003c\/p\u003e \u003cp\u003eThinking, acting, and communicating like a leader 287\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18: Mastering the Art of Persuasion\u003c\/b\u003e\u003cb\u003e 289\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrushing Up on Persuasion Basics 289\u003c\/p\u003e \u003cp\u003eActive listening 290\u003c\/p\u003e \u003cp\u003eConvincing with the three reasons method 291\u003c\/p\u003e \u003cp\u003eAsking for what you want — concisely 292\u003c\/p\u003e \u003cp\u003eGetting Your Executive Team on Board 293\u003c\/p\u003e \u003cp\u003eDrawing up an influence map 293\u003c\/p\u003e \u003cp\u003eBuilding relationships with the key players 294\u003c\/p\u003e \u003cp\u003eTalking the talk: Executive-speak 295\u003c\/p\u003e \u003cp\u003eWinning Over Your Development Team 296\u003c\/p\u003e \u003cp\u003eBuilding your credibility 296\u003c\/p\u003e \u003cp\u003eAssessing your team and adjusting 298\u003c\/p\u003e \u003cp\u003eSizing up different types of developers and how to handle them 299\u003c\/p\u003e \u003cp\u003eFostering rapport with the team 300\u003c\/p\u003e \u003cp\u003eGetting Sales on Your Side 301\u003c\/p\u003e \u003cp\u003eMaking it easy for sales to sell your product 302\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19: Getting to the Next Level in Product Management\u003c\/b\u003e\u003cb\u003e 305\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMapping Your Career Path: Setting Goals and Target Dates 305\u003c\/p\u003e \u003cp\u003eEstablishing goals 306\u003c\/p\u003e \u003cp\u003eBuilding a career plan 307\u003c\/p\u003e \u003cp\u003eWriting one-, three-, and five-year action plans 309\u003c\/p\u003e \u003cp\u003eRemembering the favors 310\u003c\/p\u003e \u003cp\u003eMastering Your Market and New Technologies 310\u003c\/p\u003e \u003cp\u003eBecoming the market and customer expert 311\u003c\/p\u003e \u003cp\u003eIncreasing your technical expertise 312\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 5: Part of Tens \u003c\/b\u003e\u003cb\u003e313\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 20: Ten Common Product Launch Mistakes to Avoid\u003c\/b\u003e\u003cb\u003e 315\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFailing to Plan Early Enough 316\u003c\/p\u003e \u003cp\u003eNot Having a Sustaining Marketing Plan in Place 316\u003c\/p\u003e \u003cp\u003eShipping a Poor Quality Product 317\u003c\/p\u003e \u003cp\u003eInadequately Funding Launch 318\u003c\/p\u003e \u003cp\u003eUnderestimating the Required Marketing Exposure 319\u003c\/p\u003e \u003cp\u003eDriving Customers to Buy Your Competitor’s Products 319\u003c\/p\u003e \u003cp\u003eAnnouncing Too Early 320\u003c\/p\u003e \u003cp\u003eNot Having a Dedicated Product Review and Public Relations Program 321\u003c\/p\u003e \u003cp\u003eDelaying Communication 323\u003c\/p\u003e \u003cp\u003eConsidering International Markets as an Afterthought 323\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 21: Ten (Plus One) Road Maps to Help You Succeed\u003c\/b\u003e\u003cb\u003e 325\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTheme-Based Product Road Maps 326\u003c\/p\u003e \u003cp\u003eTimed Release Product Road Maps 328\u003c\/p\u003e \u003cp\u003eGolden Feature Product Road Maps 329\u003c\/p\u003e \u003cp\u003eMarket and Strategy Road Maps 329\u003c\/p\u003e \u003cp\u003eVisionary Road Maps 330\u003c\/p\u003e \u003cp\u003eCompetitive, Market, and Technology Trends Road Map 331\u003c\/p\u003e \u003cp\u003eTechnology Road Maps 331\u003c\/p\u003e \u003cp\u003eTechnology across Products Road Map 332\u003c\/p\u003e \u003cp\u003ePlatform Road Maps 333\u003c\/p\u003e \u003cp\u003eMatrix Product Road Maps 333\u003c\/p\u003e \u003cp\u003eMultiple Product Line Road Maps 334\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 22: Ten Ways Product Managers Fail\u003c\/b\u003e\u003cb\u003e 337\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTalking More Than Listening 337\u003c\/p\u003e \u003cp\u003eFocusing Only on Features 338\u003c\/p\u003e \u003cp\u003eNot Continuing to Learn 338\u003c\/p\u003e \u003cp\u003eReinventing the Wheel 338\u003c\/p\u003e \u003cp\u003eAvoiding Seeking Help 339\u003c\/p\u003e \u003cp\u003eDigging In and Refusing to Compromise, Ever 339\u003c\/p\u003e \u003cp\u003eNever Visiting Customers 339\u003c\/p\u003e \u003cp\u003eNot Owning the Whole Product 340\u003c\/p\u003e \u003cp\u003eAdopting Agile but Losing Overall Business Focus 340\u003c\/p\u003e \u003cp\u003eBeing a Product Janitor Rather Than a Product Manager 341\u003c\/p\u003e \u003cp\u003eGlossary 343\u003c\/p\u003e \u003cp\u003eIndex 349\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eBrian Lawley\u003c\/b\u003e is the CEO and founder of the 280 Group, the world's leading product management consulting and training firm. \u003cb\u003ePamela Schure\u003c\/b\u003e is director of products and services with the 280 Group. She has worked in product management, product marketing, and marketing for Apple and Adaptec, among other companies.    \u003c\/p\u003e\u003cul\u003e \u003cli\u003eCreate a winning strategy for your product\u003c\/li\u003e \u003cli\u003eGather customer and market feedback to maximize revenue\u003c\/li\u003e \u003cli\u003eMaster persuading your team\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003eThe essential guide to seamless product management\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eProduct Management is now considered the fourth most important role in corporate America. Yet only a fraction of PMs have been trained for their jobs. If you're a current or aspiring Product Manager, this book provides a solid foundation in the concepts, practices, and tools you need to take your career skills to the next level. It offers simple explanations of the product life cycle, market research, competitive analysis, market and pricing strategy, product road maps, brainstorming, and so much more. \u003c\/p\u003e\u003cp\u003eIncludes a free download of Product Management Lifecycle Toolkit™ templates (Microsoft Office format), a $99 value. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eInside…\u003c\/b\u003e \u003c\/p\u003e\u003cul\u003e \u003cli\u003eProduct management principles\u003c\/li\u003e \u003cli\u003eMaintaining product life cycles\u003c\/li\u003e \u003cli\u003eSuccessful market research\u003c\/li\u003e \u003cli\u003eCompetitive market analysis\u003c\/li\u003e \u003cli\u003eEffective product launches\u003c\/li\u003e \u003cli\u003eDynamic product road maps\u003c\/li\u003e \u003cli\u003ePractical communication tips\u003c\/li\u003e \u003cli\u003eDevelop a powerful business case\u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47989863940325,"sku":"NP9781119264026","price":28.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119264026.jpg?v=1761785720","url":"https:\/\/k12savings.com\/products\/product-management-for-dummies-isbn-9781119264026","provider":"K12savings","version":"1.0","type":"link"}