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About Richard Banfield
Under Richard's leadership, Fresh Tilled Soil has delivered digital product design, product strategy, and workshops to 700+ clients across the world. His colorful life experience includes being an officer in the army and being a dive master on the remote Islamic Republic of the Comoros. Richard is a mentor at several incubators and accelerators as well as Advisor and lecturer at the Startup Institute.
Richard recently published two books. Design Leadership is his second book published by O'Reilly. The first was Design Sprint: A Practical Guidebook for Building Great Digital Products, which he coauthored with CTodd Lombardo and Trace Wax. His third book, already an Amazon Best Seller, is entitled Product Leadership: How Top Product Leaders Launch Great Products and Build Successful Teams.
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In today’s lightning-fast technology world, good product management is critical to maintaining a competitive advantage. Yet, managing human beings and navigating complex product roadmaps is no easy task, and it’s rare to find a product leader who can steward a digital product from concept to launch without a couple of major hiccups. Why do some product leaders succeed while others don’t?
This insightful book presents interviews with nearly 100 leading product managers from all over the world. Authors Richard Banfield, Martin Eriksson, and Nate Walkingshaw draw on decades of experience in product design and development to capture the approaches, styles, insights, and techniques of successful product managers. If you want to understand what drives good product leaders, this book is an irreplaceable resource.
In three parts, Product Leadership helps you explore:
- Themes and patterns of successful teams and their leaders, and ways to attain those characteristics
- Best approaches for guiding your product team through the startup, emerging, and enterprise stages of a company’s evolution
- Strategies and tactics for working with customers, agencies, partners, and external stakeholders
With more than 500 new apps entering the market every day, what does it take to build a successful digital product? You can greatly reduce your risk of failure with design sprints, a process that enables your team to prototype and test a digital product idea within a week. This practical guide shows you exactly what a design sprint involves and how you can incorporate the process into your organization.
Design sprints not only let you test digital product ideas before you pour too many resources into a project, they also help everyone get on board—whether they’re team members, decision makers, or potential users. You’ll know within days whether a particular product idea is worth pursuing.
Design sprints enable you to:
- Clarify the problem at hand, and identify the needs of potential users
- Explore solutions through brainstorming and sketching exercises
- Distill your ideas into one or two solutions that you can test
- Prototype your solution and bring it to life
- Test the prototype with people who would use it
What does it take to be the leader of a design firm or group? We often assume they have all the answers, but in this rapidly evolving industry they’re forced to find their way like the rest of us. So how do good design leaders manage? If you lead a design group, or want to understand the people who do, this insightful book explores behind-the-scenes strategies and tactics from leaders of top design companies throughout North America.
Based on scores of interviews he conducted over a two-year period—from small companies to massive corporations like ESPN—author Richard Banfield covers a wide range of topics, including:
- How design leaders create a healthy company culture
- Innovative ways for attracting and nurturing talent
- Creating productive workspaces, and handling remote employees
- Staying on top of demands while making time for themselves
- Consistent patterns among vastly different leadership styles
- Techniques and approaches for keeping the work pipeline full
- Making strategic and tactical plans for the future
- Mistakes that design leaders made—and how they bounced back