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About Brian Lawley
Brian Lawley is recognized as a thought-leader and authority on the profession of Product Management and Product Marketing. He is the CEO and Founder of the 280 Group (https://280group.com), author of five best-selling Product Management books and one of the creators of the Optimal Product Process™. He is also the former President of the Silicon Valley Product Management Association (SVPMA), was awarded the AIPMM Award for Thought Leadership in Product Management, and has been featured on World Business Review and the Silicon Valley Business Report.
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Titles By Brian Lawley
Product management plays a pivotal role in organizations. In fact, it's now considered the fourth most important title in corporate America—yet only a tiny fraction of product managers have been trained for this vital position. If you're one of the hundreds of thousands of people who hold this essential job—or simply aspire to break into a new role—Product Management For Dummies gives you the tools to increase your skill level and manage products like a pro.
From defining what product management is—and isn't—to exploring the rising importance of product management in the corporate world, this friendly and accessible guide quickly gets you up to speed on everything it takes to thrive in this growing field. It offers plain-English explanations of the product life cycle, market research, competitive analysis, market and pricing strategy, product roadmaps, the people skills it takes to effectively influence and negotiate, and so much more.
- Create a winning strategy for your product
- Gather and analyze customer and market feedback
- Prioritize and convey requirements to engineering teams effectively
- Maximize revenues and profitability
Product managers are responsible for so much more than meets the eye—and this friendly, authoritative guide lifts the curtain on what it takes to succeed.
The contributors each share one rule they think is critical to succeed in product management based on their hands-on product management and product marketing experience with companies such as Apple, eBay, Intuit, SAP, and Yahoo!.
Packed with pearls of product management wisdom, this book has something for everyone. You will learn:
How to focus on market needs, not just individual requests
How to clarify your product positioning before your next big decision
How to align your product strategy with company strategy -- and then sell it
Why agility is the key to product management success
Why great execution trumps a great product idea
Best of all, it was written with the busy product manager in mind. Each rule is kept to two pages and designed to stand-on its own. The rules can be read in any order. In less than five minutes a day, you can learn from forty of the best product managers in the world. Whether you are a seasoned and experienced product manager or are just starting out, the '42 Rules of Product Management (2nd Edition)' will help you lead with greater effectiveness and influence.
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.
'The Phenomenal Product Manager' goes beyond the basics and teaches you how to work more effectively with your teams, how to influence when you have no formal authority, how to get the most important work done in less time and how to manage and accelerate your career. Based on the author's twenty years of product management experience as well as perspectives from the world's leading product management experts, 'The Phenomenal Product Manager' is a must-read for every product manager who wants to be more successful and enjoy their job more.
An effective beta program can provide valuable information that can be used to gauge readiness to ship, customer satisfaction and features to include in future releases. A timeline to help you plan and execute a successful and comprehensive beta plan is included in this white paper.
In this book, you’ll learn ways to:
Craft the right positioning and messaging for your prospective customers.
Communicate with your customers in terms that are meaningful to them.
Use the web and social media to have two-way conversations with your customers.
Use web analytics to understand customer interest.
Work effectively with sales and sales channels to manage leads and drive revenue.
Become recognized in your company or organization.
Discern a prospect’s digital body language from web interactions.
Understand the new rules of public relations.
Best of all, it was written with the busy product marketer in mind. Each rule is kept to two pages and designed to stand on its own. The rules can be read in any order. In less than five minutes a day, you can learn from forty two of the best marketing managers in the world. Whether you are a seasoned, experienced product marketing manager or are just starting out, the 42 Rules of Product Marketing will help you to work more effectively and produce greater returns for your company.
Whitepaper: How to bring better products to market faster.
Many companies have no product process in place for new products, making each new release a firedrill where the wheel gets revinvented time after time. Yet others have product processes that are documented with hundreds of pages of content that no one ever reads or pays attention to. This whitepaper provides ideas for how to implement a lightweight but effective product process at your company so that you deliver better products and reduce the stress level and number of mistakes at the same time.
This white paper includes 10 common errors made in program development alongside guidelines and advice based on years of experience to help you avoid these mistakes. Also included is an example of an effective program development timeline.