42 Rules of Product Management™
Learn the Rules of Product Management from Leading Experts Around the World!
42 Rules of Product Management is a collection of product management wisdom from forty experts from around the world. With over five hundred years of combined hands-on product management and product marketing experience, the authors each shares one rule that they think is critical to know to succeed in product management. Whether you are a seasoned and experienced product manager or are just starting out, ’42 Rules of Product Management‘ will help you lead with greater effectiveness and influence.
Packed with pearls of product management wisdom, this book has something for everyone. Best of all, it was written with the busy product manager in mind. Each rule is kept to two pages and designed to stand-on its own. They can be read in any order. In less than five minutes a day, you can learn from forty of the best product managers in the world.
Introduction (from the book)
Back when I started my career as a product manager, things were quite different than they are today. There were no books or training courses. There were no product management associations, blogs, or newsletters. Email was just in its infancy and the World Wide Web was merely an experiment being conducted by a small group of elite technologists. The only way that you learned chow to be a great product manager was by trial and (often painful) error. Occasionally, if you were lucky, you would have a manager who could teach
you the subtleties and mentor you (I had several and they made a huge difference in my career).
My, how things have changed. There are all kinds of resources available to help you learn the profession of product management. Product management has grown up; companies are recognizing what a key role it plays in the success or failure of their products and their overall results. And along with all of this, there are many product management experts who have emerged that are enthusiastic about sharing what they have learned about the profession.
The goal of this book is to expose you to the wisdom and knowledge from a group of the world’s leading product management experts. Among the contributors, there are leading authors, professors, CEOs and vice presidents, bloggers, consultants, trainers, and even a few salespeople and engineers. In total, there are over five centuries of collected wisdom represented here.
To put the book together, we reached out to a large number of people throughout the world. (If you were not included, please don’t be offended. Email us and let us know so we can include you in future projects like this.) The rules were submitted over a two-month period. Each rule stands on its own, and they are not in any particular order in the book.
It is our sincere hope that the rules in this book will help make your product management career more enjoyable and more successful. And equally important, we hope that it will lead to you shipping products that your customers love and that are wildly successful and highly profitable.
Includes links to a library of free Product Management white papers and templates.
List of Rules & Authors
- ‘Rules Are Meant To Be Broken‘ by Greg Cohen, Senior Principal Consultant, 280 Group
- ‘Work on Products You Are Passionate About’ by Brian Lawley, CEO and Founder, 280 Group
- ‘Beware the Requirements Death Spiral’ by Greg Cohen, Senior Principal Consultant, 280 Group
- ‘Think Like an Entrepreneur’ by Linda Gorchels, Director of Executive Marketing Education, Wisconsin School of Business and author of The Product Manager’s Handbook
- ‘Learn to Say “No” to Customers’ by Ivan Chalif, Blogger, The Productologist
- ‘Product Management is Inherently Political’ by Rich Mironov, Author, The Art of Product Management
- ‘There Is a Fine Line Between Knowing It All and Being a Know-It-All’ by Alyssa Dver, CEO, Mint Green Marketing
- ‘Market Research Must Be Actionable’ by Luke Hohman, Founder and CEO, The Innovationn Games Company
- ‘The Two-Week Rule’ by Marty Cagan, Author, Inspired
- ‘Focus on the Needs of Your Market, Not Just Individual Requests from Individual Customers’ by Jeff Lash, Blogger, How to Be a Good Product Manager
- ‘No Surprises’ by Jim Reekes, Senior Principal Consultant, 280 Group
- ‘Be Data-Driven by the Consumers of Your Product’ by Kevin Epstein, Author, Marketing Made Easy
- ’90-360-3‘ by Dan Torres, Senior Director of Global Product Management, Kensington Computer Products
- ‘Open Up More Possibilities by Bringing Creativity into Your Role as a Product Manager‘ by Natalie Yan-Chatonsky, Product Management Consultant, brainmates pty ltd
- ‘Get Your Hands Dirty’ by John Cook, VP of Consumer PC Marketing, Hewlett Packard Company
- ‘Get Out of the Office’ by Paula Gray, Applied Cultural Anthropologist, AIPMM
- ‘You Do Not Own Your Product’ by Linda Merrick, Founder, Pivotal PM
- ‘Carve Out “Think” Time’ by Adrienne Tan, Director, brainmates pty ltd
- ‘Get the Market Segmentation Right!’ by David Fradin, Senior Principal Consultant, 280 Group
- ‘Clarify Your Product Positioning before Your Next Important Decision‘ by Fritz Mueller, Senior Director of Product Management, i365
- ‘Clearly Define and Align Your Roles and Responsibilities’ by Tom Evans, Principal Consultant, Lucrum Marketing
- ‘Write It Down!’ by Sarah Rosenbaum Gaeta, Senior Director of Content Product Management & Sales Enablement, Plastic Logic
- ‘Make Sure You Have Clear Priorities’ by Dan Olsen, Co-Founder and CEO, YourVersion
- ‘Salespeople Don’t Just Want to Make Lots of Money’ by Dave Dersh, VP of Consulting and Training, 280 Group
- ‘Create a Culture of Openness‘ by Erick Krock, Chief Marketing Officer, Voximate
- ‘Align Your Product Strategy with the Company Strategy–Then Sell It!’ by Mara Kreips, Founder, Pivotal PM
- ‘Short, Standardized Cycle Times Drive Predictability’ by James Moorehead, VP of Product Management, Support.com
- ‘Find Market Problems Worth Solving’ by Nick Coster, Director, brainmates pty ltd
- ‘A Business Is Not a Democracy‘ by Phil Burton, Senior Principal Consultant, 280 Group
- ‘Agility Is Key to Product Management Success‘ by Matthew Bookspan, Director of Product Management, Voxeo
- ‘Tap Into Your Customers‘ by Jen Berkley, Founder, The Insight Advantage
- ‘Determine Your Marketing Approach Early–and Wisely’ by Barbara Rice, Senior Principal Consultant, 280 Group
- ‘Let the Customer End the Debate’ by Noel Adams, President, Clearworks
- ‘Differentiation Isn’t Enough, You Have to Be Better‘ by Paul Alexander Gray, Consultant, brainmates pty ltd
- ‘Act Like a Child’ by Michaela Zwinakis, VP of Solution Management, Governance Risk, and Compliance Solutions, SAP
- ‘Decide What You Are Going to–and Not Do’ by Mike Freier, Senior Principal Consultant, 280 Group
- ‘Establish Trust and Leadership’ by Developing Good Relationships with Team Members and Fostering Communication across Functions by Howard Rosenfield, Founder and Principal Consultant, Matanzas Creek Consulting, LLC
- ‘Great Execution Trumps a Great Product Idea’ by Janet George, Director of Research Engineering, Yahoo! Research
- ‘Be All You Can Be’ by Reena Kapoor, Founder and Chief Strategist, Conifer Consulting
- ‘I Can See Clearly Now: The Transformational Power of Transparency’ by Christine Crandell, Senior Vice President of Global Marketing, Accept Software
- ‘Always Be Learning‘ by Therese Padilla, Co-Founder and President, AIPMM
- ‘These Are Our Rules. What Are Yours?‘ by Greg Cohen, Senior Principal Consultant, 280 Group
Praise for 42 Rules of Product Management
If you asked me to place decades of product management experience in a box, this book is what you will find under the lid. 42 Rules of Product Management is a truly unique compendium of practical product management advice from proven professionals in their field. If you are seeking commercial success for a product or service, 42 Rules of Product Management will navigate you around numerous pitfalls encountered along the way, including the barriers that are often self-induced.
- Michael J. Salerno, Co-Founder, Boston Product Management Associatino
42 Rules of Product Management is a very straight-forward, easy and fun read. There is nothing more elegant and simple than asking fellow product managers to share their ideas and capture it all for future reference. It’s a book that everyone is going to want tohave within reach.
- Therese Padilla, President, Association of International Product Marketing and Management
Brian and Greg have shown trememdous leadership by bringing together talented Product Management professionals to share their thoughts, opinions and passion for Product Management. This book shows that the global Product Management community is alive and actively growing.
- Lisa Simons, Senior Product Development Consultant, brainmates
I can give you 42 reasons why you should read this book but they wouldn’t be nearly as useful as what’sin it!
- Alyssa Dver, CEOof Mint Green Marketing and Autor of No Time Marketing and Software Product Management Essentials
Brian Lawley is the CEO and founder of the 280 Group. During his twenty five year career in Product Management and Product Marketing he has shipped more than fifty successful products. He is the former President of the Silicon Valley Product Management Association, won the 2008 AIPMM award for Excellence in Thought Leadership for Product Management and is the author of the best-selling books ‘Expert Product Management’ and ‘The Phenomenal Product Manager’. He is a Certified Product Manager and Certified Product Marketing Manager and has been featured on CNBC’s World Business Review and the Silicon Valley Business Report and writes articles for a variety of publications including the Product Management 2.0 newsletter and Blog.
Greg Cohen is a Senior Principal Consultant with the 280 Group and a 15 year Product Management veteran with extensive experience and knowledge of Agile development, a Certified Scrum Master, and former President of the Silicon Valley Product Management Association. He has worked and consulted to venture start-ups and large companies alike and has trained product managers throughout the world on Agile development, road mapping, feature prioritization, product lifecycle process, and product management assessment. Greg is the author of the book ‘Agile Excellence for Product Managers’ and a speaker and frequent commentator on product management issues.
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.