The Practitioner's Guide to Product Management

Jock Busuttil

Language: English

Pages: 208

ISBN: 1455548561

Format: PDF / Kindle (mobi) / ePub


Did you cut through traffic on your Segway today? Cool off with a delicious can of New Coke? Relax at home while listening to some music on your Zune?

Despite years of research, countless products like these see high-profile launches, only to end up failing to connect with an audience. THE PRACTITIONER'S GUIDE TO PRODUCT MANAGEMENT provides a firsthand road map to help you avoid the pitfalls of product failure-taking you through the field of product management with candid stories and real-world experiences of what it takes to create a product that meets the customer's needs.

Product management is the art, science and skill of bringing a successful product to life. In The Practitioner's Guide To Product Management, Jock Busuttil looks what product managers do, how the role came to be, how it's still continuing to evolve, and why it's such good news that there's no prescribed route to becoming one.

Busuttil also delves into examples of the good, the bad and the ill-advised products to consider why they succeeded and failed and give you the inside track on avoiding all the common product management pitfalls. The book examines the fine line between success and failure and reveals nine ways you can increase your product's chances of success.

If you're new to product management and wondering what it's all about or if you're a product manager shooting for professional success, this book will give you the inside track on starting, developing, and then selling a new product.

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desert with the relentless sun beating down on her. It’s been several hours since she ran out of water and her tongue is dry and swollen. Like a product manager genie, I present to her the same secondhand bottle of water, now magically transformed into a life saver. How much would she pay me for it now? “Everything I have” is the typical response. If you can time your request for payment to the point when your customer recognizes the value of your product most, you’ll find people are far more

strengths and weaknesses of the technologies that will play a part in the creation of the product. Opportunities can arise simply because a recent innovation renders a problem more easily or cheaply solved than before. Your development team (which some companies call engineering) plays a crucial part as your interface to these technologies and in realizing the product vision. The tech ring represents both the technologies and technologists that shape your product. ACHIEVING BALANCE I’d love to

they’re chasing the right clients for the right amounts and not breaking several impenetrable accounting rules. And tech support has to field calls from dozens of confused customers because a small but crucial feature has changed its behavior without any advance warning from you. Product managers are by definition generalists across a broad spread of disciplines. It’s essential that we rely on the depth of our team members’ expertise; as much as we may know about sales, marketing, finance, user

advantages, show your understanding of the problems you can solve for the organization, and be able to articulate them. As with any other market problem you encounter, bear in mind that the customer may not be aware of the need you’ve identified, so you may need to reveal it to them gently and diplomatically. A variant on this approach is to strike out on your own as a freelancer, a route I’ve taken. I’d been working at Experian for several years when it dawned on me that I’d been doing product

http://www.telegraph.co.uk/finance/newsbysector/transport/8267312/Segways-banned-from-pavements-and-roads-as-rider-fined-75.html. 10. For an account of their meeting, see: Kemper, Reinventing the Wheel. 11. 99.999999 percent of the speed of light. See: LHC Machine Outreach, last modified July 9 2012, http://lhc-machine-outreach.web.cern.ch/lhc-machine-outreach/. 12. Or like two Nimitz-class aircraft carriers colliding at 5.6 knots: “Beam,” LHC Machine Outreach, accessed May 5, 2014,

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