How do today’s most successful tech companies-Amazon, Google, Facebook, Netflix, Tesla-design, develop, and deploy the products that have earned the love of literally billions of people around the world? Perhaps 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, or 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 itself as the primary reference for technology product managers, and can be found on the shelves of nearly every successful technology product company worldwide. This thoroughly updated second edition shares the same objective of being the most valuable resource for technology product managers, yet it is completely new-sharing the latest practices and techniques of today’s most-successful tech product companies, and the men and women behind every great product.About the AuthorMARTY 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. TABLE OF CONTENTSPreface to the Second Edition xviiPart I Lessons From Top Tech Companies 1Chapter 1 Behind Every Great Product 5Chapter 2 Technology-Powered Products and Services 7Chapter 3 Startups: Getting to Product/Market Fit 9Chapter 4 Growth-Stage Companies: Scaling to Success 11Chapter 5 Enterprise Companies: Consistent Product Innovation 13Chapter 6 The Root Causes of Failed Product Efforts 15Chapter 7 Beyond Lean and Agile 23Chapter 8 Key Concepts 25Part II The Right People 31Product Teams 32Chapter 9 Principles of Strong Product Teams 33Chapter 10 The Product Manager 41Chapter 11 The Product Designer 53Chapter 12 The Engineers 59Chapter 13 Product Marketing Managers 63Chapter 14 The Supporting Roles 67Chapter 15 Profile: Jane Manning of Google 71People @ Scale 74Chapter 16 The Role of Leadership 75Chapter 17 The Head of Product Role 79Chapter 18 The Head of Technology Role 87Chapter 19 The Delivery Manager Role 91Chapter 20 Principles of Structuring Product Teams 93Chapter 21 Profile: Lea Hickman of Adobe 103Part III The Right Product 107Product Roadmaps 108Chapter 22 The Problems with Product Roadmaps 111Chapter 23 The Alternative to Roadmaps 115Product Vision 121Chapter 24 Product Vision and Product Strategy 123Chapter 25 Principles of Product Vision 129Chapter 26 Principles of Product Strategy 133Chapter 27 Product Principles 135Product Objectives 137Chapter 28 The OKR Technique 139Chapter 29 Product Team Objectives 143Product @ Scale 146Chapter 30 Product Objectives @ Scale 147Chapter 31 Product Evangelism 151Chapter 32 Profile: Alex Pressland of the BBC 155Part IV The Right Process 159Product Discovery 161Chapter 33 Principles of Product Discovery 165Chapter 34 Discovery Techniques Overview 171Discovery Framing Techniques 175Chapter 35 Opportunity Assessment Technique 179Chapter 36 Customer Letter Technique 183Chapter 37 Startup Canvas Technique 187Discovery Planning Techniques 191Chapter 38 Story Map Technique 193Chapter 39 Customer Discovery Program Technique 195Chapter 40 Profile: Martina Lauchengco of Microsoft 205Discovery Ideation Techniques 208Chapter 41 Customer Interviews 211Chapter 42 Concierge Test Technique 215Chapter 43 The Power of Customer Misbehavior 217Chapter 44 Hack Days 221Discovery Prototyping Techniques 223Chapter 45 Principles of Prototypes 227Chapter 46 Feasibility Prototype Technique 229Chapter 47 User Prototype Technique 233Chapter 48 Live-Data Prototype Technique 235Chapter 49 Hybrid Prototype Technique 239Discovery Testing Techniques 241Chapter 50 Testing Usability 243Chapter 51 Testing Value 251Chapter 52 Demand Testing Techniques 253Chapter 53 Qualitative Value Testing Techniques 259Chapter 54 Quantitative Value Testing Techniques 265Chapter 55 Testing Feasibility 273Chapter 56 Testing Business Viability 277Chapter 57 Profile: Kate Arnold of Netflix 283Transformation Techniques 286Chapter 58 Discovery Sprint Technique 287Chapter 59 Pilot Team Technique 291Chapter 60 Weaning an Organization Off Roadmaps 293Process @ Scale 295Chapter 61 Managing Stakeholders 297Chapter 62 Communicating Product Learnings 305Chapter 63 Profile: Camille Hearst of Apple 307Part V The Right Culture 309Chapter 64 Good Product Team/Bad Product Team 311Chapter 65 Top Reasons for Loss of Innovation 315Chapter 66 Top Reasons for Loss of Velocity 319Chapter 67 Establishing a Strong Product Culture 323Acknowledgments 327About the Author 329Learning More 331Index 333