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About Marty Cagan
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 and co-author of EMPOWERED: Ordinary People, Extraordinary Products.
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How do today's most successful tech companies—Amazon, Google, Facebook, Netflix, Tesla—design, develop, and deploy the products that have earned the love of literally billions of people around the world?
Perhaps surprisingly, they do it very differently than most tech companies.
In INSPIRED, technology product management thought leader Marty Cagan provides readers with a master class in how to structure and staff a vibrant and successful product organization, and how to discover and deliver technology products that your customers will love—and that will work for your business.
With sections on assembling the right people and skillsets, discovering the right product, embracing an effective yet lightweight process, and creating a strong product culture, readers can take the information they learn and immediately leverage it within their own organizations—dramatically improving their own product efforts.
Whether you're an early stage startup working to get to product/market fit, or a growth-stage company working to scale your product organization, or a large, long-established company trying to regain your ability to consistently deliver new value for your customers, INSPIRED will take you and your product organization to a new level of customer engagement, consistent innovation, and business success.
Filled with the author's own personal stories—and profiles of some of today's most-successful product managers and technology-powered product companies, including Adobe, Apple, BBC, Google, Microsoft, and Netflix—INSPIRED will show you how to turn up the dial of your own product efforts, creating technology products your customers love.
The first edition of INSPIRED, published ten years ago, established itself as the primary reference for technology product managers, and can be found on the shelves of nearly every successful technology product company worldwide. This thoroughly updated second edition shares the same objective of being the most valuable resource for technology product managers, yet it is completely new—sharing the latest practices and techniques of today's most-successful tech product companies, and the men and women behind every great product.
What is it about the top tech product companies such as Amazon, Apple, Google, Netflix and Tesla that enables their record of consistent innovation?
Most people think it’s because these companies are somehow able to find and attract a level of talent that makes this innovation possible. But the real advantage these companies have is not so much who they hire, but rather how they enable their people to work together to solve hard problems and create extraordinary products.
As legendary Silicon Valley coach--and coach to the founders of several of today’s leading tech companies--Bill Campbell said, “Leadership is about recognizing that there's a greatness in everyone, and your job is to create an environment where that greatness can emerge.”
The goal of EMPOWERED is to provide you, as a leader of product management, product design, or engineering, with everything you’ll need to create just such an environment.
As partners at The Silicon Valley Product Group, Marty Cagan and Chris Jones have long worked to reveal the best practices of the most consistently innovative companies in the world. A natural companion to the bestseller INSPIRED, EMPOWERED tackles head-on the reason why most companies fail to truly leverage the potential of their people to innovate: product leadership.
The book covers:
- what it means to be an empowered product team, and how this is different from the “feature teams” used by most companies to build technology products
- recruiting and coaching the members of product teams, first to competence, and then to reach their potential
- creating an inspiring product vision along with an insights-driven product strategy
- translating that strategy into action by empowering teams with specific objectives—problems to solve—rather than features to build
- redefining the relationship of the product teams to the rest of the company
- detailing the changes necessary to effectively and successfully transform your organization to truly empowered product teams
EMPOWERED puts decades of lessons learned from the best leaders of the top technology companies in your hand as a guide. It shows you how to become the leader your team and company needs to not only survive but thrive.