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About Brian Lawley
Brian Lawley is recognized as a thought-leader and authority on the profession of Product Management and Product Marketing. He is the CEO and Founder of the 280 Group (https://280group.com), author of five best-selling Product Management books and one of the creators of the Optimal Product Process™. He is also the former President of the Silicon Valley Product Management Association (SVPMA), was awarded the AIPMM Award for Thought Leadership in Product Management, and has been featured on World Business Review and the Silicon Valley Business Report.
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Product management plays a pivotal role in organizations. In fact, it's now considered the fourth most important title in corporate America—yet only a tiny fraction of product managers have been trained for this vital position. If you're one of the hundreds of thousands of people who hold this essential job—or simply aspire to break into a new role—Product Management For Dummies gives you the tools to increase your skill level and manage products like a pro.
From defining what product management is—and isn't—to exploring the rising importance of product management in the corporate world, this friendly and accessible guide quickly gets you up to speed on everything it takes to thrive in this growing field. It offers plain-English explanations of the product life cycle, market research, competitive analysis, market and pricing strategy, product roadmaps, the people skills it takes to effectively influence and negotiate, and so much more.
- Create a winning strategy for your product
- Gather and analyze customer and market feedback
- Prioritize and convey requirements to engineering teams effectively
- Maximize revenues and profitability
Product managers are responsible for so much more than meets the eye—and this friendly, authoritative guide lifts the curtain on what it takes to succeed.
In this book, you’ll learn ways to:
Craft the right positioning and messaging for your prospective customers.
Communicate with your customers in terms that are meaningful to them.
Use the web and social media to have two-way conversations with your customers.
Use web analytics to understand customer interest.
Work effectively with sales and sales channels to manage leads and drive revenue.
Become recognized in your company or organization.
Discern a prospect’s digital body language from web interactions.
Understand the new rules of public relations.
Best of all, it was written with the busy product marketer in mind. Each rule is kept to two pages and designed to stand on its own. The rules can be read in any order. In less than five minutes a day, you can learn from forty two of the best marketing managers in the world. Whether you are a seasoned, experienced product marketing manager or are just starting out, the 42 Rules of Product Marketing will help you to work more effectively and produce greater returns for your company.
Getting positive product reviews is a critical part of shipping a successful product. Because reviews come from an independent (and presumably unbiased) source, they carry much more weight than other forms of marketing such as advertising. When a positive review appears it supports (and magnifies) all other marketing efforts, and gives the product a much higher chance of market success and hitting its revenue goals.
Whitepaper: How to bring better products to market faster.
Many companies have no product process in place for new products, making each new release a firedrill where the wheel gets revinvented time after time. Yet others have product processes that are documented with hundreds of pages of content that no one ever reads or pays attention to. This whitepaper provides ideas for how to implement a lightweight but effective product process at your company so that you deliver better products and reduce the stress level and number of mistakes at the same time.
The contributors each share one rule they think is critical to succeed in product management based on their hands-on product management and product marketing experience with companies such as Apple, eBay, Intuit, SAP, and Yahoo!.
Packed with pearls of product management wisdom, this book has something for everyone. You will learn:
How to focus on market needs, not just individual requests
How to clarify your product positioning before your next big decision
How to align your product strategy with company strategy -- and then sell it
Why agility is the key to product management success
Why great execution trumps a great product idea
Best of all, it was written with the busy product manager in mind. Each rule is kept to two pages and designed to stand-on its own. The rules can be read in any order. In less than five minutes a day, you can learn from forty of the best product managers in the world. Whether you are a seasoned and experienced product manager or are just starting out, the '42 Rules of Product Management (2nd Edition)' will help you lead with greater effectiveness and influence.
This white paper includes 10 common errors made in program development alongside guidelines and advice based on years of experience to help you avoid these mistakes. Also included is an example of an effective program development timeline.
After the product is finished, a successful product launch is necessary to ensure early revenue momentum and a competitive position in the market. This white paper includes ten common mistakes that have been made in the past twenty years that you can avoid.
An effective beta program can provide valuable information that can be used to gauge readiness to ship, customer satisfaction and features to include in future releases. A timeline to help you plan and execute a successful and comprehensive beta plan is included in this white paper.
As a tool that can make the difference between success and failure when it comes to delivering and marketing products, the product roadmap must be used effectively. This white paper includes tips and practices to help you in creating a compelling roadmap that you can provide to your partners, customers, analysts and the press.