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• Cover
• Introduction
• About This Book
• Foolish Assumptions
• Icons Used in This Book
• Beyond the Book
• Where to Go from Here
• Part 1: Getting Started with Product Management
• Chapter 1: Welcome to the World of Product Management
• Understanding the Need for Product Management
• Recognizing the Critical Role of Project Management
• Product Management in a Nutshell: Checking Out Your Day-to-Day Life
• Chapter 2: Getting in Character: Discovering Your Role as a Product Manager
• Orientation Day: Examining Your Role as Product Manager
• Comparing Product Management to Other Related Roles
• Conducting a Self-Assessment: Traits of a Great Product Manager
• RACI and DACI: Understanding Responsibilities
• Chapter 3: Checking Out the Product Life Cycle
• Defining the Product Life Cycle: What It Is and Isn’t
• It’s Just a Phase: Breaking Down the Product Life Cycle
• Detailing the Optimal Product Process
• Part 2: Discovering, Evaluating, and Planning for Great Products and Services
• Chapter 4: Coming Up with Great Product Ideas
• Getting a Handle on the Creative Process
• Generating Creative Ideas: Techniques and Tips
• Chapter 5: Working to Understand Who Your Customer Is
• Moving from Markets to Segments
• Harnessing the Creativity of Personas
• Making Sure You Cover All Persona Roles
• Visiting Customers
• Chapter 6: Doing Your Homework: Evaluating Your Ideas
• Understanding the Importance of Market Research and Competitive Intelligence
• Undertaking the Market Research Process
• Studying Competitive Intelligence
• Reality-Checking Your Ideas and Hypotheses
• Crunching the Numbers with Financial Forecasting
• Chapter 7: Prioritizing and Selecting Your Ideas
• Prioritizing Your Ideas
• Applying Scoring Models
• Chapter 8: Planning to Plan: Choosing a Suitable Approach
• Adopting Planning Best Practices
• Deciding on the Right Amount of Planning
• Streamlining the Planning Process with Lean and Simple Planning
• Taking a More Thorough Approach: In-Depth Planning
• Chapter 9: Developing Your Business Case
• Making a Business Case for the New Product or Service
• Putting It All Together: Documenting Your Business Case
• Chapter 10: Developing Your Market Strategy
• Grasping the Importance of a Market Strategy
• Setting Yourself Straight on Strategy Tools
• Considering Other Components of Marketing Strategy
• Putting Your Market Strategy in Writing
• Chapter 11: Developing a Plan: Market Needs, Product Description, and Road Maps
• Uncovering Market Need and Creating Product Feature Descriptions
• Documenting Market Needs
• Whipping Up a Product Feature Description
• Plotting Your Product’s Path to Success with a Product Road Map
• Part 3: Building and Maximizing Product Success: From Development to Retirement
• Chapter 12: Shepherding a Product Idea through the Development Phase
• Getting the Lowdown on Waterfall/Phase-Gate versus Agile Development
• Unlocking the Secrets of the Product Development Trade-Off Triangle
• Maintaining Best Practices during Development
• Chapter 13: Gearing up for Your Product Launch: The Qualify Phase
• Getting Up to Speed on the Qualify Phase
• Putting a Beta Program in Place
• Making the Decision to Ship the Product
• Chapter 14: Liftoff! Planning and Executing an Effective Product Launch
• Unlocking the Do’s and Don’ts of a Successful Product Launch
• Setting Launch Goals
• Checking Out Different Launch Types
• Running a Smooth Product Launch
• Creating a Product Launch Plan
• Validating the Plan against Your Launch Goals
• Chapter 15: Maximizing Your Product’s Revenue and Profits
• Grasping the Basics of Marketing
• Forecasting: A Look to the Future
• Creating an Effective Marketing Plan
• Monitoring Product Success Metrics
• Changing Course: Making Adjustments
• Chapter 16: Retirement: Replacing a Product or Taking It off the Market
• Deciding How to Retire a Product
• Considering Critical Factors in a Product Retirement Plan
• Following Best Practices when Retiring a Product
• Part 4: Becoming a Phenomenal Product Manager
• Chapter 17: Cultivating Your Product Management Leadership Skills
• Identifying Traits of an Effective Product Management Leader
• Developing Your Leadership Style
• Chapter 18: Mastering the Art of Persuasion
• Brushing Up on Persuasion Basics
• Getting Your Executive Team on Board
• Winning Over Your Development Team
• Getting Sales on Your Side
• Chapter 19: Getting to the Next Level in Product Management
• Mapping Your Career Path: Setting Goals and Target Dates
• Mastering Your Market and New Technologies
• Part 5: Part of Tens
• Chapter 20: Ten Common Product Launch Mistakes to Avoid
• Failing to Plan Early Enough
• Not Having a Sustaining Marketing Plan in Place
• Shipping a Poor Quality Product
• Inadequately Funding Launch
• Underestimating the Required Marketing Exposure
• Driving Customers to Buy Your Competitor’s Products
• Announcing Too Early
• Not Having a Dedicated Product Review and Public Relations Program
• Delaying Communication
• Considering International Markets as an Afterthought
• Chapter 21: Ten (Plus One) Road Maps to Help You Succeed
• Theme-Based Product Road Maps
• Timed Release Product Road Maps
• Golden Feature Product Road Maps
• Market and Strategy Road Maps
• Visionary Road Maps
• Competitive, Market, and Technology Trends Road Map
• Technology Road Maps
• Technology across Products Road Map
• Platform Road Maps
• Matrix Product Road Maps
• Multiple Product Line Road Maps
• Chapter 22: Ten Ways Product Managers Fail
• Talking More Than Listening
• Focusing Only on Features
• Not Continuing to Learn
• Reinventing the Wheel
• Avoiding Seeking Help
• Digging In and Refusing to Compromise, Ever
• Never Visiting Customers
• Not Owning the Whole Product
• Adopting Agile but Losing Overall Business Focus
• Being a Product Janitor Rather Than a Product Manager
• Glossary
• About the Authors
• Advertisement Page
• Connect with Dummies
• End User License Agreement