Inspired

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

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