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Table of Contents

Preface to the Second Edition xvii

Part I Lessons From Top Tech Companies 1

Chapter 1 Behind Every Great Product 5

Chapter 2 Technology-Powered Products and Services 7

Chapter 3 Startups: Getting to Product/Market Fit 9

Chapter 4 Growth-Stage Companies: Scaling to Success 11

Chapter 5 Enterprise Companies: Consistent Product Innovation 13

Chapter 6 The Root Causes of Failed Product Efforts 15

Chapter 7 Beyond Lean and Agile 23

Chapter 8 Key Concepts 25

Part II The Right People 31 Product Teams 32

Chapter 9 Principles of Strong Product Teams 33

Chapter 10 The Product Manager 41

Chapter 11 The Product Designer 53

Chapter 12 The Engineers 59

Chapter 13 Product Marketing Managers 63

Chapter 14 The Supporting Roles 67

Chapter 15 Profile: Jane Manning of Google 71

People @ Scale 74

Chapter 16 The Role of Leadership 75

Chapter 17 The Head of Product Role 79

Chapter 18 The Head of Technology Role 87

Chapter 19 The Delivery Manager Role 91

Chapter 20 Principles of Structuring Product Teams 93

Chapter 21 Profile: Lea Hickman of Adobe 103

Part III The Right Product 107 Product Roadmaps 108

Chapter 22 The Problems with Product Roadmaps 111

Chapter 23 The Alternative to Roadmaps 115

Product Vision 121

Chapter 24 Product Vision and Product Strategy 123

Chapter 25 Principles of Product Vision 129

Chapter 26 Principles of Product Strategy 133

Chapter 27 Product Principles 135

Product Objectives 137

Chapter 28 The OKR Technique 139

Chapter 29 Product Team Objectives 143

Product @ Scale 146

Chapter 30 Product Objectives @ Scale 147

Chapter 31 Product Evangelism 151

Chapter 32 Profile: Alex Pressland of the BBC 155

Part IV The Right Process 159 Product Discovery 161

Chapter 33 Principles of Product Discovery 165

Chapter 34 Discovery Techniques Overview 171

Discovery Framing Techniques 175

Chapter 35 Opportunity Assessment Technique 179

Chapter 36 Customer Letter Technique 183

Chapter 37 Startup Canvas Technique 187

Discovery Planning Techniques 191

Chapter 38 Story Map Technique 193

Chapter 39 Customer Discovery Program Technique 195

Chapter 40 Profile: Martina Lauchengco of Microsoft 205

Discovery Ideation Techniques 208

Chapter 41 Customer Interviews 211

Chapter 42 Concierge Test Technique 215

Chapter 43 The Power of Customer Misbehavior 217

Chapter 44 Hack Days 221

Discovery Prototyping Techniques 223

Chapter 45 Principles of Prototypes 227

Chapter 46 Feasibility Prototype Technique 229

Chapter 47 User Prototype Technique 233

Chapter 48 Live-Data Prototype Technique 235

Chapter 49 Hybrid Prototype Technique 239

Discovery Testing Techniques 241

Chapter 50 Testing Usability 243

Chapter 51 Testing Value 251

Chapter 52 Demand Testing Techniques 253

Chapter 53 Qualitative Value Testing Techniques 259

Chapter 54 Quantitative Value Testing Techniques 265

Chapter 55 Testing Feasibility 273

Chapter 56 Testing Business Viability 277

Chapter 57 Profile: Kate Arnold of Netflix 283

Transformation Techniques 286

Chapter 58 Discovery Sprint Technique 287

Chapter 59 Pilot Team Technique 291

Chapter 60 Weaning an Organization Off Roadmaps 293

Process @ Scale 295

Chapter 61 Managing Stakeholders 297

Chapter 62 Communicating Product Learnings 305

Chapter 63 Profile: Camille Hearst of Apple 307

Part V The Right Culture 309

Chapter 64 Good Product Team/Bad Product Team 311

Chapter 65 Top Reasons for Loss of Innovation 315

Chapter 66 Top Reasons for Loss of Velocity 319

Chapter 67 Establishing a Strong Product Culture 323

Acknowledgments 327

About the Author 329

Learning More 331

Index 333

About the Author

MARTY CAGAN, 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.

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