INSPIRED: How to Create Tech Products Customers Love

Dedication 6Preface to the Second Edition 7PART 1: Introduction: Lessons from Top Tech Companies 9Chapter 1: Behind Every Great Product 11Chapter 2: Technology-Powered Products and Services 12Chapter 3: Startups: Getting to Product/Marketing Fit 13Chapter 4: Growth-Stage Companies: Scaling to Success 14Chapter 5: Enterprise Companies: Consistent Product Innovation 15Chapter 6: The Root Causes of Failed Product Efforts 16Chapter 7: Beyond Lean and Agile 21Chapter 8: Key Concepts 23Breakout: Minimum Viable Product 26PART 2: The Right People 27Product Teams 28Chapter 9: Principles of Strong Product Teams 29Breakout: Principles and Techniques 35Chapter 10: The Product Manager 36Breakout: Product Manager vs. Product Owner 43Breakout: The Two Critical Classes for Product Managers 44Chapter 11: The Product Designer 45Chapter 12: The Engineers 50Breakout: The Tech Lead Role 52Chapter 13: Product Marketing Managers 53Chapter 14: The Supporting Roles 55Chapter 15: Profile: Jane Manning of Google 57People @ Scale 59Chapter 16: The Role of Leadership 60Chapter 17: The Head of Product Role 63Breakout: The Group Product Manager Role 67Chapter 18: The Head of Technology Role 69Chapter 19: The Delivery Manager Role 71Chapter 20: Principles of Structuring Product Teams 72Breakout: Autonomy @ Scale 76Chapter 21: Profile: Lea Hickman of Adobe 80PART 3: The Right Product 83Product Roadmaps 84Chapter 22: The Problems with Product Roadmaps 86Chapter 23: The Alternative To Roadmaps 88Breakout: High-Integrity Commitments 91Product Vision 93Chapter 24: Product Vision and Product Strategy 94Breakout: Prioritizing Markets 97Chapter 25: Principles of Product Vision 98Chapter 26: Principles of Product Strategy 100Chapter 27: Product Principles 101Product Objectives 102Chapter 28: The OKR Technique 104Chapter 29: Product Team Objectives 106Product @ Scale 109Chapter 30: Product Objectives @ Scale 110Chapter 31: Product Evangelism 112Chapter 32: Profile: Alex Pressland of the BBC 114PART 4: The Right Process 116Product Discovery 117Chapter 33: Principles of Product Discovery 120Breakout: Ethics: Should We Build It? 123Breakout: Discovery Iterations 124Chapter 34: Discovery Techniques Overview 125Discovery Framing Techniques 128Breakout: Problems vs. Solutions 130Chapter 35: Opportunity Assessment Technique 131Chapter 36: Customer Letter Technique 133Chapter 37: Startup Canvas Technique 135Breakout: The Biggest Risk 136Discovery Planning Techniques 138Chapter 38: Story Map Technique 139Chapter 39: Customer Discovery Program Technique 141Breakout: Defining Product/Market Fit 147Chapter 40: Profile: Martina Lauchengco of Microsoft 148Discovery Ideation Techniques 150Chapter 41: Customer Interviews 151Chapter 42: Concierge Test Technique 153Chapter 43: The Power of Customer Misbehavior Technique 154Breakout: The Power of Developer Misbehavior 156Chapter 44: Hack Days 157Discovery Prototyping Techniques 158Chapter 45: Principles of Prototypes 160Chapter 46: Feasibility Prototype Technique 161Chapter 47: User Prototype Technique 163Chapter 48: Live-Data Prototype Technique 165Chapter 49: Hybrid Prototype Technique 167Discovery Testing Techniques 168Chapter 50: Testing Usability 169Chapter 51: Testing Value 174Chapter 52: Demand Testing Techniques 176Breakout: Discovery Testing in Risk-Averse Companies 178Chapter 53: Qualitative Value Testing Techniques 180Chapter 54: Quantitative Value Testing Techniques 183Breakout: The Role of Analytics 185Breakout: Flying Blind 188Chapter 55: Testing Feasibility 190Breakout: Discovery for Hardware Products 192Chapter 56: Testing Business Viability 193Breakout: User Test vs. Product Demo vs. Walkthrough 196Chapter 57: Profile: Kate Arnold of Netflix 197Transformation Techniques 199Chapter 58: Discovery Sprint Technique 200Breakout: Discovery Coaches 202Chapter 59: Pilot Team Technique 203Chapter 60: Weaning an Organization Off Roadmaps 204Process @ Scale 205Chapter 61: Managing Stakeholders 206Breakout: Devolving from Good to Bad 209Chapter 62: Communicating Product Learnings 211Chapter 63: Profile: Camille Hearst of Apple 212PART 5: Summary: The Right Culture 214Chapter 64: Good Product Team/Bad Product Team 215Chapter 65: Top Reasons for Loss of Innovation 218Chapter 66: Top Reasons for Loss of Velocity 220Chapter 67: Establishing a Strong Product Culture 222Acknowledgments 224About the Author 226Learning More 227