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
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 16
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
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