This book teaches both new and seasoned Product Managers and Product Marketers powerful and effective ways to ensure they give their products the best possible chance for success.
Learn four of the most critical elements in ensuring product success, and take-away practical strategies, insights, tips and techniques that Brian has learned from hands-on experience defining, launching and marketing over fifty products during the last twenty years of his career.
The book covers how to prioritize features and build product roadmaps, which is absolutely critical for getting your team and company on the same page and for delivering the right features in your product at the right time.
It also covers how to run effective Beta programs, which oftentimes mean the difference between shipping a poor-quality product and shipping a product that you have a high degree of confidence in.
Learn how to plan and execute an effective product launch. Short of building a great product, product launches are one of the most (if not THE most) critical factors for achieving success.
Finally, learn how to get phenomenal reviews for your products. Oftentimes this is an area that is an afterthought, and is not dealt with until or unless the product receives poor reviews. With a well-managed review program you can turn press and analysts into one of your most powerful marketing weapons, further accelerating the success of your product. "Being an expert in product management means knowing what is critical for product success. The strategies and tools offered in 'Expert Product Management' will allow new or seasoned practitioners to avoid the non-essential and stay focused on the critical path to plan, build and launch a market-leading product."
-Michael J. Salerno, Co-founder and President Emeritus, Boston Product Management Association "Brian Lawley has done a great job pulling together tangible and practical tools and tips that product managers can immediately put to use to increase the success of their product launches."
-Nol Adams, President, PhaseForward and President NorCal PDMA (Product Development and Management Association) "In technology product management, there are four pragmatic techniques every product manager needs to master. In 'Expert Product Management,' Brian Lawley has written a no-fluff, concisely written guide to these areas. This book contains a lot of information and sound advice that I haven't seen in other product management books, such as its succinct examination of several roadmapping techniques."
-Therese Padilla, Co-founder, AIPMM (Association of International Product Marketing & Management)
Table of Contents:
Chapter 1: Introduction
Chapter 2: Product Roadmaps
Chapter 3: Beta Programs
Chapter 4: Product Launches
Chapter 5: Review Programs
Chapter 6: Conclusion
Appendix A: PM Resources
Appendix B: Sample Templates & order form
10 pages of sample templates related to the content in the book (from the 280 Group toolkits) and a form and information about how to order.
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