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Inspired: How To Create Products Customers Love

By Marty Cagan

Self- Proclaimed Journalist / Tech. Blogger Marc Abraham's Review of "Inspired"

What I found most interesting...

Topic or Discussion "Inspired" would work well in...

What "Inspired" is lacking...

Marc Abraham is a Digital Product Manager and "lover of everything digital." The blogger writes about "new technologies, gadgets, social media, design, case studies, and any other digital things he learns about on a day-to-day basis." Abraham regards Cagan as a "legend", "product guru", and the "absolute master" of developing engaging products and creating a product-oriented culture. In a detailed blog Abraham maps out the books content - highlighting the specific sections he has used in real-life situations. To read his blog on "Inspired" copy and past the link below into your search engine:

https://marcabraham.wordpress.com/2014/05/28/book-review-inspired-how-to-create-products-customers-love/

  • Technology: Design, Innovation
  • Organization Management
  • Product Development and Management
  • Small Business and Entrepreneurship
  • Psychology of Business
  • Information Technology
  • Leadership

There was one section of the book that I found to be most interesting as it gave relevant and practical advise for PM's (and also because it mixed consumer marketing/ product development with a bit of psychology):

The Emotional Adoption Curve (Chapter 35)

The Lovers (Innovators):

This described techies who purchase a product solely because they find the technology to be cool. This consumer groups tends to be a threat to PM's in that their purchase decisions are driven by different needs than the larger population. They look at solving technical problems as fun. Ex. Lovers buy a Prius because they love battery technology.

The Irrationals (Early Adopters):

This consumer group is described as feeling the same emotions as the larger population (often negative emotions such as anger, fear, loneliness), however, with much more intensity - which may lead to economically rational purchasing behavior. Ex. Irrationals buy a Prius because they love the environment. They are willing to over spend on the solution because they're passionate about the problem they are trying to solve.

The Efficients (Early Majority):

This consumer market will adopt technology but only when its uses are practical. They are similar to Irrationals in that they feel the same emotions, however, they are more pragmatic when it comes to costs.

The Laughers (Late Majority):

This consumer group feels much like the Irrationals and the Efficients but does not what to deal with any grief or headaches in order to reap the benefits.

The Comfortable (Laggards):

This consumer group is the 15% that want the benefits but it must be simple and convenient for them to make a move.

1. Examples: Although, Cagan addresses this issue and apologizes for it in the Introduction it still "breaks the flow of reading a book." Examples would give the information given better context and continuity when reading.

2. Real-life Examples: Despite having worked for eBay, HP, and Netscape, Cagan never comments on his experiences at any of these companies. Given that Cagan most likely gained these insights during his time spent at these organizations, I think it would benefit the reader greatly learning about how this information was discovered during the real-life situations in which they occurred.

3. Cagan lacks insights/tips for strategies and procedures when creating the actual product.

Who is Marty Cagan?

Key Ideas

Why Read "Inspired"?

1. It's a short, simple, engaging, and easy to read book jammed with useful and practical organizational information regarding product development.

2. It answers the questions that many organizations are confronted with: "How do we develop a successful product?" & "Why can't we make a product as good as our competitors?"

Why was "Inspired" written and who should read it?

  • A talented and skillful engineering team is useless if they aren't given a worthwhile product to develop.
  • Avoid wasted time/ money by knowing ahead of time that the product is something users and customers want.
  • The Project Manager's job is to discover a product that is valuable, usable, and feasible, to access product opportunities, and define the product to be built.
  • To devise a product with good user experience takes collaboration from all departments.
  • Know the problem you are tying to solve, who you're trying to solve it for, and how you'll know if you are successful.
  • Start with a direct and intense user interaction program.
  • A good PM must make choices that help identify and prioritize what is important.
  • Use Prototypes to help you think deeper about the solution and test out your ideas on real users.
  • Get Feedback.
  • Measure to improve.
  • Decision making must be completely transparent.
  • Constantly work to improve the product and communicate changes in advance.
  • Work with the customer to tease out core issues and needs.
  • Founding Partner of the Silicon Valley Product Group, where he helps companies create winning product strategies, develops skills of their product organization, and techniques used to create successful products
  • Previously, Senior Vice-President of product management and design for eBay, where he was responsible for defining products and services for the company's global e-commerce trading site
  • Prior to eBay, Vice- President of product at AOL and Netscape Communications and Software Engineer at HP Labs

"Inspired" details out the role of Product Manager, where to find inspiration for successful products, and how to bring products to life. This was written initially as a blog post but then later developed into a book to be used as a reference when facing difficult decisions as a Product Manager.

This book should be read by anyone who is looking to become a Product Manager, recruiting a Product Manager, working in Product Development, Enterprise IT, or Innovation in an organization, or simply anyone looking to learn how to become a product leader and/or people influencer.

"The only true measure of the Product Manager is the success of his/her product."

- Marty Cagan

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