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Inspired: How To Create Products Customers Love (English Edition) von [Cagan, Marty]
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Inspired: How To Create Products Customers Love (English Edition) Kindle Edition

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Why do some products make the leap to greatness while others do not?

Creating inspiring products begins with discovering a product that is valuable, usable, and feasible. If you can not do this, then it s not worth building anything.

- How do you decide which product opportunities to pursue?

- How do you get evidence that the product you are going to ask your engineering team to build will be successful?

- How do you identify the minimal possible product that will be successful?

- How do you manage the often conflicting demands of company execs, customers, sales, marketing, engineering, design, and more?

- How can you adapt Agile methods for commercial product environments?

Product management expert Marty Cagan answers these questions and hundreds more as he shares lessons learned, techniques, and best practices from working for and with some of the most successful companies in the high-tech industry.


  • Format: Kindle Edition
  • Dateigröße: 697 KB
  • Seitenzahl der Print-Ausgabe: 241 Seiten
  • Verlag: SVPG Press (4. Juni 2008)
  • Verkauf durch: Amazon Media EU S.à r.l.
  • Sprache: Englisch
  • ASIN: B001AQ95UY
  • Text-to-Speech (Vorlesemodus): Aktiviert
  • X-Ray:
  • Word Wise: Aktiviert
  • Verbesserter Schriftsatz: Aktiviert
  • Durchschnittliche Kundenbewertung: 5.0 von 5 Sternen 2 Kundenrezensionen
  • Amazon Bestseller-Rang: #77.595 Bezahlt in Kindle-Shop (Siehe Top 100 Bezahlt in Kindle-Shop)

  •  Ist der Verkauf dieses Produkts für Sie nicht akzeptabel?


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Format: Kindle Edition Verifizierter Kauf
Marty Cagan says his book is limited to the IT industry but he underestimates it: I found most of the principles laid out to apply to my industry (chemicals). What I like the most is the accent he puts on the importance of customer experience with the product.

A recommended read for product creators!
Kommentar Eine Person fand diese Informationen hilfreich. War diese Rezension für Sie hilfreich? Ja Nein Feedback senden...
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Format: Kindle Edition
This book is a "must read" for every product manager.

With its fine granular structure, the book can be read all at once, or used as a reference in order to clarify questions such as "What are differences in roles between product management and design?" or "How to assess product opportunities?".

Having worked myself in different roles in the Internet as product manager & consultant in large corporations and start-ups with enterprise and consumer software, I find that Marty's analysis and recommendations hit the bull's eye.

A clear recommendation - Marty, thanks for this very fine book!
Kommentar 3 Personen fanden diese Informationen hilfreich. War diese Rezension für Sie hilfreich? Ja Nein Feedback senden...
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Die hilfreichsten Kundenrezensionen auf (beta) 4.7 von 5 Sternen 230 Rezensionen
64 von 70 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen Good,but not great. 13. Juni 2011
Von Lev Kurts - Veröffentlicht auf
Format: Gebundene Ausgabe Verifizierter Kauf
Yet another collection of blog posts. This is becoming a genre of it's own. Unfortunately, there are inherent problems with this type of a book:

1) Usually, there not enough time spent in order to "arrange the material in the book into a coherent progression and logic" (quoted from Charles Petzold).

2) Some topics are not discussed deeply enough, because it was originally just a blog post and, as such, was not intended to be thoroughly researched.

3) Tendency to repetition and oversimplification, hence prose becomes extremely bulky, but with insufficient content. This is also probably due to the fact that these were originally independent posts intended to be read individually. Even the best editors can not help with it.

In addition to the problems outlined above, this particular book has some unique deficiencies:

4) Examples are not in the book, but on a separate web site. To be fair, author warns about it and apologizes for it in the introduction, but still. In author's own words: "I realize this breaks the flow of reading a book". It does.

5) Lack of real world situations. Author used to work for some of the most exciting companies in the world: eBay, Netscape, HP. I would love to hear some information on how things are/were done there.

6) I personally find the 'high-fidelity prototype' concept to be highly questionable. But it is used as a foundation for many other ideas. High-fidelity prototypes could be as difficult to build the product itself, it all depends on the product and subject matter. Yet, it is presented as a sort of a product manager's silver bullet, without any discussion on when building this prototype could be problematic.

7) Lack of 'features discussions'. It depends, but a lot of times as a product manager you are not faced with a task of creating a new product, but you have to work on improving the existing one. This topic is almost non-existent in the book - only one chapter is about it(23) and it just gives one advice - look at your metrics. This is a sound advice, but definitely not enough to cover the topic.

Well, those were the negative points, but I gave the book 3 stars, which means: "It's OK". Why is it ok? Well, this is because ideas and concepts expressed in the book are really good:

- Gentle deployment: excellent concept
- Requirements and design should be done simultaneously: excellent idea
- Roles and responsibilities of various people in the product team are outlined very nicely
- Ugly nature of the custom solutions (or as they are called in the book 'specials') is described and a solid advice is here to help product manager battle against them
- 'Opportunity statement' is, I think, a very reasonable approach to assessing product opportunities, one that achieves the goal and can implemented fairly easily.

So please, when reading the book think about the ideas and concepts, try to connect them inside your mind and you will definitely conclude that the book is OK.
43 von 46 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Talent and Passion in product management 28. Februar 2010
Von Miha Ahronovitz - Veröffentlicht auf
Format: Gebundene Ausgabe Verifizierter Kauf
It is a pity that there are only 5 stars to award the maximum appreciation for this book. There are a number of achievements that deserve, alone, five stars.

First, Marty Cagan clearly states what qualities a Product Manager must have. Not everyone is talented to be a Product Manager. The author lists unmeasurable traits, such as product passion, customer empathy, innate intelligence (there is no substitute for it, we learn), ethics, integrity and confidence. The latter is very important as the entire teams in engineering and marketing must be kept inspired. This leads to the corollary that simply training a person to be a Product Manager is not enough. One must know when an unsuitable person must look for other positions. This is something uncommon, to consider what many view a process driven function to a talent.

Second, the book asks where to place the Product Manageent function. In Engineering? In Marketing? There is a distinction between a Product Manager and Product Marketing Manager. As veteran product manager myself, I know the challenges to be part of engineering. Engineers are sometimes suspicious of marketing and their product manager becomes the "piñata" everyone beats in frustration. As part of Marketing, there is tendency to follow release processes and create demands engineering can not deliver in a logical way. Marty advocates the creation of a Product Council with equal rights as engineering and marketing

Marty says a successful product manager sees himself as the CEO of the product. This is absolutely true, but unfortunately the Directors of Engineering and those of Marketing, also see themselves as CEOs. As long as an independent product council does not exist, the product manager must be a CEO with zero authority. S/he must be a diplomat and shrewd negotiator before he can be a CEO. Yet the true blue blood product manager is the one whose skills are required for start up.

As startup is usually a one product or service company. Chapter 28 is dedicated to product management in a startup company. The challenge is a new start up is started with an idea that comes from engineering. However we must have the right product for the right audience, before "before burning through $500,000 or more in seed funding".

Every aspect of the product management function is presented.

I am an alumni of UC Berkeley Haas School Product Management executive program, one of few, if not the only program dedicated to Product Management. Berkeley program talks of portfolio management. What products to release, how many are completely new and how many are new releases of older or even very old products?

It all depends on the risk tolerance. A products portfolio must include new high risk, lottery-like winning products. This is what made Silicon Valley, Silicon Valley. After reading Marty Cagan, every professional team all over the world can produce "inspired" products. Silicon Valley and it's personalities now share all they know. But what is a low probability to create outside Silicon Valley is another Google. The Google Sequoia Capital VC's made more money in Google than all the rest of the portfolio combined over the last 20 years.

Another topic that I would have liked to see expanded in a next edition is pricing. How do we price the products in such a way that we do not leave money on the table? But this is another subject. Marty's book is both educational and thought provoking. The book self published by Silicon Valley Product Group, the company of Marty Cagan, went beyond the goal of being a reference for it's prospective v customers. It is THE BOOK for of product management, a must-read for anyone.

The idea of the product manager as a creator with talent and passion I advocated for years in my blog, "The memories of a Program Manager". It is re-assuring to see the same sentiments shared in the more comprehensive, practical and sensitive book of Marty Cagan..
38 von 41 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Killing me softly with his words 15. Juni 2009
Von Gloria Petron - Veröffentlicht auf
Format: Gebundene Ausgabe
I spent years as an interface designer in a risk-averse Fortune 500 company as the sole advocate for usability, wearing the additional hats of information architect, HTML coder, visual designer, and more. In that company, the developers were an abusive bunch who called the shots, fought me on every design proposal, and demanded tons of documentation before anything was ever built. I also had little access to end users. There were maybe two releases per year, and they were always painful.

I left that environment to become a user experience consultant in another Fortune 500 company. Despite the fact that I now had a fresh start in a friendlier environment with a more collaborative team of developers, I was wary and defensive. I didn't want to blow my new gig, though, so I was looking for guidance fast. I read two books that saved me: Alan Cooper's "Inmates Are Running The Asylum", and "Inspired".

Prior to these books, I'd heard the terms "waterfall" and "agile" before but never really knew what they meant. But now it was like suddenly learning the name of an affliction from which I'd been suffering. Several times while reading "Inspired" I caught myself saying, "Yes - yes, that's it! That's what happened to me!" It really was like the song by Roberta Flack: this guy knew my pain and had could have BEEN me in some of the stories he describes.

I'm not able to put into practice everything Mr. Cagan describes in an optimal environment, but thanks to this book I have a much better understanding of my hats, including ones I didn't know I was wearing. His insights have helped me learn to pace myself, and perhaps even more importantly, to forgive myself if I don't get to every single thing. I highly recommend this book to user experience professionals who are working for large organizations where it is a challenge to introduce and nurture new thinking.
20 von 23 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen The Bible of Product Management! 25. Juni 2008
Von Tracy Stevens - Veröffentlicht auf
Format: Gebundene Ausgabe
Even though I'm a total "one click" junkie, and often make book recommendations to friends and co-workers, I've never taken the time to post a review until today.

So why now? I've been working in and around product management for over 10 years and I really, really wish that I could have had the benefit of a resource like this when I started. Inspired should absolutely be required reading for anyone in the product development space: product managers, UX designers, engineers, projects managers, marketing--anyone responsible for the creation of new products (or the significant improvement of existing products that are missing the mark somehow).

[Disclaimer: I've been a fan of Marty's blog and newsletter for several years now, so most of the information in the book was not new to me. I also hired Marty (twice) as a consultant--which should make this recommendation even more credible because I put my money where my mouth is regarding his insight and the value he brings to organizations!]

Even though I was already very familiar with most of the topics covered in the book, I still pre-ordered it and read it cover to cover as soon as it arrived.

Having all of this information together and organized like this allows readers to get the benefit of Marty's 20+ years of experience--as an executive at some of the leading companies in Silicon Valley as well as through his consulting practice--in one concise package. This guy knows his stuff and, as a result, there's no more comprehensive resource for product managers out there--not even close!

In his Introduction Marty writes: "I chose this career because I wanted to work on products that customers love; products that inspire and provide real value... Yet most products are not inspiring, and life is too short for bad products." Amen!

So read Inspired, and give a copy to anyone else who you want to be successful in the product creation space. They'll thank you for it.

P.S. Chapter 31: Succeeding in Large Companies alone is worth the price of the book if you take his advice and start employing these 10 techniques in your current job!
4 von 4 Kunden fanden die folgende Rezension hilfreich
2.0 von 5 Sternen Very superficial and little content on actually designing product 20. Juli 2015
Von Alex - Veröffentlicht auf
Format: Gebundene Ausgabe Verifizierter Kauf
As an engineer, I was hoping to read this book to learn more about how the very best PMs do their thing so that I, too, could become good at designing product. Unfortunately, that's not what this book is about, at all. There is very very little content about how to actually design product; the bulk of the content is very generic stuff (learn to manage up! communication skills are important job skills! understand the product's business model! have a set of guiding principles to help you make decisions!) and most of what content there is is very shallow and well known to anyone with a couple of years of experience working in a software company in any role that involves working on product or with PMs.

There are a couple of other quirks: the example content is on a webpage, the Kindle formatting is badly error-ridden; most of the book seems to assume a waterfall development methodology, which is currently out of fashion; and so on. However, all of that would be forgivable if the content were rich, specific, and detailed, which unfortunately it is not.
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