Expert Product Management™
Expert Product Management is a book that teaches both new and seasonedProduct Managers and Product Marketers powerful and effective ways to ensure they give their products the best possible chance for success.
Topics covered include:
- Creating product roadmaps
- Running effective beta programs
- Planning & running product launches
- Getting phenomenal product reviews
In this book you’ll learn four of the most critical elements in ensuring product success, and take-away practical strategies, insights, tips and techniques that the author, Brian Lawley has learned from hands-on experience defining, launching and marketing over fifty products during the last twenty years of his career.
Expert Product Management also 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.
The book also discusses 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.
Reading this book you will 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.
Lastly, 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.
Brian has a range of practical tips for Product Managers. We encourage Product Managers to take a look at Brian’s book. It’s fantastic to see books on Product Management being written by active practitioners.
- Adrienne Tan, brainmates
Those new to product management often spend most of their time on a few areas — researching market needs, developing business cases, writing requirements, monitoring development projects. Though these are indeed crucial aspects of the product manager role, there are many other responsibilities that often get overlooked. Not surprisingly, these are the areas for which there are often fewer resources available, so product managers may feel as if they have to “go it alone.”
Luckily, Expert Product Management succinctly covers four crucial areas which can improve a product’s success. Brian Lawley provides clear, practical advice on Product Roadmaps, Beta Programs, Product Launches, and Review Programs — the value of any one of these sections alone can justify the reasonable price.
What The Experts Are Saying
Being an expert in product management means knowing what is critical for product success. The strategies and tools offered in Expert Product Management will allow new or seasoned practitioners to avoid the non-essential and stay focused on the critical path to plan, build and launch a market-leading product.
- Michael J. Salerno, Co-founder and President Emeritus, BPMA (Boston Product Management Association)
Brian Lawley has done a great job pulling together tangible and practical tools and tips in this book that product managers can immediately put to use to increase the success of their product launches.
- Noël Adams, President, PhaseForward and President NorCal PDMA (Product Development and Management Association)
In technology product management, there are four pragmatic techniques every product manager needs to master. In Expert Product Management, Brian Lawley has written a no-fluff, concisely written guide to these areas. The book Expert Product Management contains a lot of information that I haven’t seen in other product management books, such as its succinct examination of several Road Mapping techniques. This book offers sound advice on these four topics which are presented in a logical, step by step flow supported with pertinent visuals and excellent case studies.
Expert Product Management is an excellent guide to managing the more complex, but critical aspects of product management such as roadmapping and product launches. The book provides an invaluable professional validation for experienced product managers and it is a must-have learning tool for new PMs.
- Alyssa Dver, CPM, CPMM, MBA, Author of “Software Product Management Essentials”, PM consultant and teacher
About the Author
Brian Lawley is the CEO of the 280 Group, a leading Product Marketing and Product Management consulting firm, and is well-known as an expert in Product Management. He is also the former President of the Silicon Valley Product Management Association (SVPMA), the world’s largest Product Management Association. During his twenty year career in Product Management he has defined, launched and marketed over fifty successful products for companies such as Adobe, Palm, Intel, Nokia and dozens of startup and mid-sized companies. Prior to consulting, he held several management positions with Apple, Symantec, Claris, Whistle and Digidesign.
Mr. Lawley was nominated for the Product Management Excellence Award for Thought Leadership by the Association of International Product Marketing & Management in 2006 and 2007. He is the editor of Product Management 2.0, a newsletter and PM 2.0 Blog devoted to excellence in Product Management and routinely writes guest articles for a variety of other publications. He frequently speaks on the topic of Product Management, has delivered several keynote addresses at well-known conferences and has been featured on CNBC’s World Business Review and the Silicon Valley Business Report.
Mr. Lawley is a Certified Product Manager (CPM) and Certified Product Marketing Manager (CPMM). He earned an MBA with honors from San Jose State University and a Bachelors Degree in Management Science from the University of California at San Diego with a Minor in Music Technology.
We do not provide refunds for the ebook version on this product. The publisher provides refunds on both the ebook and printed book if you purchase it from them.