The Influential Product Manager: How to Lead and Launch Successful Technology Products

The Influential Product Manager: How to Lead and Launch Successful Technology Products

by Ken Sandy

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Overview

This book is a comprehensive and practical guide to the core skills, activities, and behaviors that are required of product managers in modern technology companies.

Product management is one of the fastest growing and most sought-after roles by job seekers and companies alike. The availability of trained and experienced talent can barely keep up with the accelerating demand for new and improved technology products. People from nontechnical and technical backgrounds alike are eager to master this exciting new role.

The Influential Product Manager teaches product managers how to behave at each stage of the product life cycle to achieve the best outcome for the customer. Product managers are under pressure to drive spectacular results, often without wielding much direct power or authority. If you don't know how to influence people at all levels of the organization, how will you create the best possible product?

This comprehensive entry-level textbook distills over twenty years of hard-won field experience and industry knowledge into lessons that will empower new product managers to act like pros right out of the gate. With teaching experience both from UC Berkeley and Lynda.com, the author boils down the most complex topics into principles that are easy to memorize and apply.

This book methodically documents the tools product managers everywhere use to align their teams with market needs and organizational goals. From setting priorities to capturing requirements to navigating trade-offs, this book makes it easy. Not only will your product succeed, you'll succeed, too, when you read the final chapter on advancing your career. Let your product's success become your success!

Product Details

ISBN-13: 9781523087488
Publisher: Berrett-Koehler Publishers
Publication date: 01/14/2020
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 384
File size: 6 MB

About the Author

Ken Sandy has led teams at both fast-growth, early-stage companies (including MasterClass and Lynda.com) and larger companies attempting digital transformations. He has also worked for companies developing content and advertising platforms for independent publishers and startups creating mobile messaging and social networking solutions, and he has led business units based in the United States and China. He is an industry fellow and lecturer at the Center for Entrepreneurship and Technology at the University of California, Berkeley. Sandy is an industry fellow and lecturer at the Center for Entrepreneurship and Technology at the University of California, Berkeley, where he has developed an original set of work covering all aspects of applying product management in modern technology organizations.

Table of Contents

Introduction: What being influential means for you, and how to use this book 1

Chapter 1 First, Think Like a Product Manager: Differentiate yourself with four powerful mindsets 6

Chapter 2 Lead through Influence: Establish context across your organization and communicate effectively with stakeholders 34

Chapter 3 Understand Your Customer: Answer five key questions to define the customer you serve and why 60

Chapter 4 Collaborate to Set Priorities: Focus on the highest-impact opportunities and align stakeholders behind your product's goals 98

Chapter 5 Discover and Validate Customer Needs: Test your assumptions and emergent product solutions through continuous customer feedback 136

Chapter 6 Define the Right Product: Use hypothesis-driven specifications to get your team exploring solutions and delivering on outcomes 164

Chapter 7 Capture User-Centric Requirements: Frame desired functionality from your user's point of view and remain adaptable to new learning 182

Chapter 8 Partner with Engineering: Build trusted relationships and execute smoothly in collaboration with your primary stakeholder 210

Chapter 9 Navigate Challenging Trade-Offs: Generate value quickly and sustainably by managing the tension between scope, time, quality, and resources 244

Chapter 10 Launch for Impact: Bring your product into the market smoothly, exciting customers and stakeholders with your solutions 276

Chapter 11 Measure Success: Utilize meaningful metrics to track and increase the value you deliver to customers 308

Chapter 12 Advance Your Career: Evaluate your skills and identify professional growth opportunities 340

Notes 356

Acknowledgments 358

Index 359

About the Author 372

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