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Inspired: How to Create Tech Products Customers Love (Silicon Valley Product Group) Spiral-bound – December 4, 2017

by Marty Cagan (Author)

4.6 5,586 ratings

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How to Create Tech Products Customers Love (Silicon Valley Product Group) Seller is not affiliated with Wiley and Wiley has not endorsed the spiraling of this book

Print length

367 pages
Language

English
Publisher

Generic
Publication date

December 4, 2017
Reading age

18 years and up
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Get to know this book

What's it about?
This book is about how to structure and staff a vibrant and successful product organization, and how to discover and deliver technology products that your customers will love.
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To summarize, these are the four critical contributions you need to bring to your team: deep knowledge (1) of your customer, (2) of the data, (3) of your business and its stakeholders, and (4) of your market and industry.
8,974 Kindle readers highlighted this
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Risks are tackled up front, rather than at the end.
7,943 Kindle readers highlighted this
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Products are defined and designed collaboratively, rather than sequentially.
7,005 Kindle readers highlighted this
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It doesn't matter how good your engineering team is if they are not given something worthwhile to build.
6,739 Kindle readers highlighted this
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Will the user buy this (or choose to use it)? Can the user figure out how to use this? Can our engineers build this? Can our stakeholders support this?
6,488 Kindle readers highlighted this

Product details

ASIN ‏ : ‎ B0CT3XB14D
Publisher ‏ : ‎ Generic (December 4, 2017)
Language ‏ : ‎ English
Spiral-bound ‏ : ‎ 367 pages
Reading age ‏ : ‎ 18 years and up

Best Sellers Rank: #993,810 in Books (See Top 100 in Books)

Customer Reviews:
4.6 5,586 ratings

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Marty Cagan

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Before founding the Silicon Valley Product Group to pursue his interests in helping others create successful products through his writing, speaking, advising and coaching, Marty Cagan served as an executive responsible for defining and building products for some of the most successful companies in the world, including Hewlett-Packard, Netscape Communications, and eBay.

During his career, Marty has personally performed and managed most of the roles of a modern technology product organization, including product management, software development, product marketing, user experience design, software testing, engineering management, and general management.

As part of his work with SVPG, Marty is an invited speaker at major conferences and top companies across the globe. Marty is the author of INSPIRED: How To Create Tech Products Customers Love, co-author of EMPOWERED: Ordinary People, Extraordinary Products, and co-author of TRANSFORMED: Moving To The Product Operating Model

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Yomi

Lots of gems and practical advice on how to be a better product manager

Reviewed in the United States on May 20, 2024

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Loved the principles and examples shared. Also loved the Product Manager profiles that Marty shared throughout the book. Excellent read.

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Ricardo Alexis Canizalez

Nice, book lot of good ideas

Reviewed in the United States on March 13, 2024

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A nice book , with a lot of knowed about of how to create a tech product, that is very important in this age in special for product owners and product manager

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Prescott

Straightforward and effective

Reviewed in the United States on March 20, 2024

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The thesis of inspired is clear and powerful. The lessons to be learned from Marty’s decades of experience are obvious.

Unfortunately, the structure and motivational techniques of the book aren’t fantastic. Opening chapters, intertwined topics, and opaque examples make it difficult to understand how an idea or technique relates to the thesis. I was never completely lost while reading, but I did have to re-read chapters once in a while to understand what the argument of the chapter was, or to make sure I digested the conclusions.

It also would have been nice to have examples of interactions with poor performing product teams along with the great product teams.

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Danielle Thompson

Great Book for Product Managers

Reviewed in the United States on December 13, 2023

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This book was an excellent career development read. So much important information about the role of the Product Manager in the tech sector. The author is a clear expert on the topics presented in the book. Easy to read with real world examples with top tech products and companies. Definitely recommend for anyone aspiring to be a part of a product team.

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Kenneth

Content A+! Publisher paper F!

Reviewed in the United States on May 3, 2024

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Great book in the content can be used across any SaaS product manager.

Maybe find a PDF or something if you plan on highlighting, although this is a pricey book at $20 for the hardcover, the paper it is like newspaper. If you plan on highlighting avoid this as it bleeds through.
5-stars for content
2-stars for physical paper

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John Gibbon

Want to ace a product management interview? Read Marty's book and steal at least a few insights - you'll sound like a genius

Reviewed in the United States on April 19, 2018

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The second edition of Inspired is even better than the first (which used to be my favorite product management book).

It is the best articulation of how to be successful in product management and how to create successful products that I have ever read. It is impossible not to run into into insights about challenges you are having or have had as a product manager when reading it. (This can be a little creepy, how does he know about all these mistakes I have made, is he a psychic?)

Do you want to get a job as a product manager? Read and re-read Marty’s book and steal at least a few of his insights for the interview - you’ll sound like a genius.

Some of the topics that resonated for me (I’m sure there will be different ones for you):

-Product management is distinct from other essential roles: design, engineering, product marketing, and project management (Chapter 1).

-Two inconvenient truths that often cause failed product efforts are: at least half our ideas are just not going to work (customers ultimately won’t use it - which is why you need customer validation early in the process) and it takes several iterations to implement an idea so that it delivers the necessary business value (Chapter 6).

-The three overarching product development principles from Lean and Agile which help you create successful products are (Chapter 7)
-Risks should be tackled up front, rather than at the end.
-Products should be defined and designed collaboratively, rather than sequentially.
-Its is all about solving problems, not implementing features.

-You need a team of missionaries, not mercenaries to create the smallest possible product that meets the needs of a specific market of customers (Chapter 8,9).

-A product manager must bring four critical contributions to their team (Chapter 10):
Deep knowledge
1) of your customer
2) of the data
3) of your business and its stakeholders
4) of your market and industry

-Product managers (PMs) need product designers - not just to help make your product beautiful - but to discover the right product (Chapter 11).

-Typical product roadmaps are the root cause of most waste and failed efforts in product organizations (Chapter 22). It is all too easy to institute processes that govern how you produce products that can bring innovation to a grinding halt. You need to try to wean your organization off of typical product roadmaps by focusing on business outcomes, providing stakeholders visibility so that they know you are working on important items, and by eventually making high-integrity commitments when critical delivery dates are needed (Chapter 60). Part of this is managing stakeholders which includes engaging them early in the product discovery process ideally with high-fidelity prototypes (Chapter 61).

-Products should start with a product vision in which the product team falls in love with the problem, not the solution (Chapter 25).

- Strong product teams work to meet the dual and simultaneous objectives of rapid learning and discovery while building stable and solid releases in delivery. Product discovery is used to address critical risks: (Chapter 33)
-Will the customer buy this, or choose to use it? (value risk)
-Can the user figure out how to use it? (usability risk)
-Can we build it? (feasibility risk)
-Does the solution work for our business? (business viability risk)

- PMs can’t rely on customers (or executives or stakeholders) to tell us what to build: customer doesn’t know what’s possible, and with technology products, none of us know what we really want until we actually see it (Chapter 33).

- While Amazon has a culture of “write the press release first”, Marty suggests PM should write a “happy customer letter first." Imagine a letter sent to the CEO from a very happy and impressed customer which explains why he or she is so happy and grateful for the new product or redesign. The customer describes how it was changed or improved his or her life. The letter also includes an imagined congratulatory response from the CEO to the product team explaining how this has helped the business (Chapter 36).

- Product managers need to consider the role of analytics and qualitative and quantitative value testing techniques (Chapter 54).

- What it really means for a PM to be the CEO of Product is testing business viability: listening to Marketing, Sales, Customer Success, Finance, Legal, BD, Security, etc. before building the product (Chapter 56).

-Establishing a strong product culture requires (Chapters 66-67)
-Innovation culture: compelling product visions, strong product managers, empowered business and customer savvy teams product teams often in discovery
-Execution culture: urgency, high-integrity commitments, accountability, collaboration, results orientation, recognition, strong delivery management, frequent release cycles
(and it is hard to do both)

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Gaylin

Good book for product management book club - and getting your team discussing new methodologiesI

Reviewed in the United States on June 15, 2022

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Marty Cagan is a very comprehensive author when it comes to product management concepts and methodologies - he leaves no stone unturned and no milestone unexamined. Though I question the reality of the work environment he's able to live in (dedicating 3+hrs to customer visits per week would leave me with no time to get near term revenue-generating PM work done), he makes a strong point to consider operating more closely to your customer and prioritizing your work around what makes your customer's life easier. A basic concept for sure, but one that has long gone by the wayside in the Fortune 100 companies that I've worked for (HP and Xerox among them). He offers many options to achieve the objectives he's set forth in the book - don't feel you have to implement them all. Find what work for you company, your customers and your revenue model and use the trial and error method to determine which are a good fit. Overall, an interesting and quick read that we found was a good book club book for our PM team that got some great conversations going around what we agreed with and didn't like.

3 people found this helpful

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Amazon Customer

Good read to explain product management

Reviewed in the United States on April 7, 2024

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Book was recommended by a senior VP to learn about product management. Book does a great job discussing product owner and product management.

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Flor

Fácil de leer y práctico

Reviewed in Mexico on August 12, 2023

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Me estoy iniciando en el mundo del product management y este libro es un buen lugar para empezar. Te da las bases de todo lo que se ocupa saber. Además es ágil de leer, nada monótono, buenos tips, muy práctico. Recomendable al cien.

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pixelradius

A valuable resource for anyone looking to create tech products that customers love.

Reviewed in Canada on May 29, 2023

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Marty Cagan's "Inspired: How to Create Tech Products Customers Love" is a classic book on product management. The book is a helpful guide for creating the right product culture for success. Cagan shares his experiences and insights from his storied career in product management, which took him from HP to Netscape to eBay, where he served as senior VP of Product Management and Design.

The book is an easy read with lots of valuable advice. Cagan is a big fan of spelling out lists, which makes it easy to follow. The book covers the four product risks: usability risk, value risk, feasibility risk, and business viability risk. It also covers the importance of tackling risks upfront, instead of at the end, and defining products and their overall brand.

While the book may not be for complete newcomers to tech or to product, it is ideal for someone with three months to thirty years of experience working in some capacity with a product team. The book is not filled with examples or stories from the trenches of product management, but it still doesn’t feel too theoretical or “fluffy”.

Overall, "Inspired" is a valuable resource for anyone looking to create tech products that customers love. It is a must-read for product managers, designers, and engineers who want to build great products that solve real problems.

Recommendation: I highly recommend "Inspired" to anyone who wants to learn more about product management and how to create products that customers love. It is a valuable resource that provides practical advice and insights that can be applied to any product development process.

Ritu

Good quality book

Reviewed in India on April 4, 2024

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The book quality is good, it is good for beginners who want to bein product management, but not good for those who already know the product management.

Maria

Very nice book

Reviewed in Germany on August 3, 2023

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Awesome book for those who are interested in digital products mainly.

F.M.

Inspired by this book, even before finishing it

Reviewed in the United Kingdom on August 3, 2023

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I am almost halfway through the book but already impressed. If you can buy only one book on Product Management, this is the one.

It's all about building inspiring product and that requires inspired teams. That is what the book is all about. Easy to do? Read the book and see for yourself.

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