Inspired: How to Create Tech Products Customers Love

Marty Cagan, a thought leader in technology product management, offers a master class in structuring and staffing a successful product organization, discovering and delivering technology products that customers will love, and creating a strong product culture. This second edition of INSPIRED, published ten years ago, is the primary reference for technology product managers and shares the latest practices and techniques of todays most-successful tech product companies.

Format: Hardback
Length: 368 pages
Publication date: 30 January 2018
Publisher: John Wiley & Sons Inc

How do today's most successful tech companies, such as Amazon, Google, Facebook, Netflix, and Tesla, design, develop, and deploy the products that have earned the love of billions of people around the world? Surprisingly, they do it very differently than most tech companies. In INSPIRED, technology product management thought leader Marty Cagan provides readers with a master class in how to structure and staff a vibrant and successful product organization, and how to discover and deliver technology products that your customers will love—and that will work for your business.

With sections on assembling the right people and skillsets, discovering the right product, embracing an effective yet lightweight process, and creating a strong product culture, readers can take the information they learn and immediately leverage it within their own organizations, dramatically improving their own product efforts. Whether you're an early-stage startup working to get to product/market fit, a growth-stage company working to scale your product organization, or a large, long-established company trying to regain your ability to consistently deliver new value for your customers, INSPIRED will take you and your product organization to a new level of customer engagement, consistent innovation, and business success.

Filled with the author's own personal stories—and profiles of some of today's most successful product managers and technology-powered product companies, including Adobe, Apple, BBC, Google, Microsoft, and Netflix—INSPIRED will show you how to turn up the dial of your own product efforts, creating technology products your customers love.

The first edition of INSPIRED, published ten years ago, established a new standard for product management literature. It has been translated into multiple languages and has sold millions of copies worldwide. Now, in this updated and expanded second edition, Cagan brings his insights and experience to a new generation of product managers and entrepreneurs.

INSPIRED is a comprehensive guide that covers everything from product strategy and design to product management and marketing. It provides readers with a step

prehensive guide that covers everything from product strategy and design to product management and marketing. It provides readers with a step-by-step framework for building and scaling successful technology products.

The book begins by introducing the concept of product-led growth, which emphasizes the importance of creating products that solve customer problems and meet their needs. Cagan then explains how to develop a product vision and strategy that aligns with your business goals and values. He provides readers with a framework for identifying and prioritizing product opportunities, and for creating a product roadmap that outlines the steps.

Once you have a clear product vision and strategy, Cagan then explains how to assemble the right people and skillsets to build and scale your product organization. He provides readers with a framework for identifying and hiring the right talent, and for developing a culture of innovation and collaboration. He also provides readers with a framework for managing product teams and for ensuring that everyone is working towards a common goal.

Once you have the right people and skillsets in place, Cagan then explains how to discover and deliver technology products that your customers will love—and that will work for your business. He provides readers with a framework for identifying and validating product ideas, and for conducting market research and user testing. He also provides readers with a framework for developing and testing prototypes, and for iterating and improving your product based on customer feedback.

Throughout the book, Cagan provides readers with real-world examples and case studies of successful technology products, such as Amazon, Google, Facebook, Netflix, and Tesla. He explains how these companies have approached product development and delivery, and how they have achieved their success. He also provides readers with tips and techniques for applying these principles to your own product efforts.

In conclusion, INSPIRED is a must-read for anyone who wants to build and scale successful technology products. It provides readers with a comprehensive framework for developing and delivering technology products that your customers will love—and that will work for your business. Whether you're an early-stage startup, a growth-stage company, or a large, long-established company, INSPIRED will take you and your product organization to a new level of customer engagement, consistent innovation, and business success.

Weight: 680g
Dimension: 235 x 161 x 30 (mm)
ISBN-13: 9781119387503
Edition number: 2nd Edition