From the Inside Flap
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How do today's most successful tech companies--, Google,
Facebook, Netflix, Tesla--define, design and develop the products
that have earned the love of literally billions of people around
the world? Perhaps surprisingly, they do it very differently than
the vast majority of tech companies. In INSPIRED, technology
product management thought leader Marty Cagan provides readers
with a master class in how to structure and staff an empowered
and effective 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 skills,
discovering the right product, embracing an effective yet
lightweight process, scaling the product organization, 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 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.
From the Back Cover
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PRAISE FOR INSPIRED
"It is rare to find someone like Marty who has impacted early
founders, high-growth startups, and multi-billion dollar
companies over decades through his product leadership. So when he
decides to distill his knowledge in a book, it becomes a must
read!"
--Avid Larizadeh Duggan, General Partner, GV (Google Ventures)
"If you only have one book on product management, this is the
one."
--Chad Dickerson, Former CEO, Etsy
"This book was a catalyst for helping us transform how we
organize and operate. Marty gave us a compelling case for change,
actionable steps, and the fundamental truths to keep us on
course."
--Ann Yauger, AVP Product, CarMax
"When I was a product leader, I experienced a fair bit of
accidental successes and puzzling failures. Marty's writing has
helped me understand how product managers and product
organizations really should work. I wish I'd had this book years
ago."
--Jeff Patton, Agile Product Leadership Coach
"I don't know of any other person who has the breadth and depth
of knowledge and in in Product Management that Marty
possesses. This is not your typical business book where you skim
it in 30 minutes and wonder why it was worth $14.99. INSPIRED is
a book you can study, discuss, use to teach, show to your
management, and use as a force for change in your company or in
your career."
--Kyrie Robinson, VP User Experience, Chegg
"INSPIRED was an invaluable resource to me and the Heroku team
when we were scaling through the challenging 50-150 employee
phase. This book should be on the shelf of anyone in a product
leadership position."
--Adam Wiggins, Co-Founder, Heroku
"The first edition of INSPIRED shaped my thinking as a young
product manager, and I now assign it to my students to make sure
they are making the right things in the right way. INSPIRED
teaches you to think like Silicon Valley's smartest product
managers."
--Christina Wodtke, Author, Professor, and Startup Advisor
"Product Management is the art and science of creating the
products that give each company its existence. It's the core of a
business. For the digital world, Marty Cagan helps you understand
and master Product Management like no other. This is essential
reading to remain relevant tomorrow."
--Frerk-Malte Feller, Workplace by Facebook
"When asked what product is, and how companies can accelerate
growth, I always start with 'read INSPIRED and then we can
talk.'"
--Sarah Bernard, VP Product, Jet.com
"When Marty talks and writes about product, it becomes clear that
his knowledge is based on walking the walk. He knows the
difference between great technology, and great products based on
great technology."
--Bjorn Carlson, Engineering Team Lead, Google Cloud Platform