Transcript The Top 12 Product Management Mistakes

The Top 12 Product
Management Mistakes
– And How To Avoid Them
Martin Cagan, Silicon Valley Product Group
1
2
Product Management Mistakes
Number 1:
Confusing
Customer Requirements
with Product Requirements
3
Product Management Mistakes
Number 2:
Confusing
Innovation with Value
4
Google
5
Product Management Mistakes
Number 3:
Confusing
Yourself with Your Customer
6
Product Manager’s Bookshelf
• Alan Cooper
– The Inmates Are Running the Asylum
7
Product Management Mistakes
Number 4:
Confusing
the Customer with the User
8
Product Management Mistakes
Number 5:
Confusing
Features with Benefits
9
Product Management Mistakes
Number 6:
Confusing
Building Right Product with
Building Product Right
10
Danger’s Sidekick II
11
Product Management Mistakes
Number 7:
Confusing
Good Product with
Good Business Model
12
TiVo
13
Product Management Mistakes
Number 8:
Confusing
Inspiring Features with
“Nice-to-Have” Features
14
Apple’s iPod
15
BMW Motorcycles
16
Product Management Mistakes
Number 9:
Confusing
Adding Features with
Improving Product
17
18
Product Management Mistakes
Number 10:
Confusing
Impressive Specifications
with an Impressive Product
19
Product Management Mistakes
Number 11:
Confusing
Complete Product with a
Sellable Product
20
Product Management Mistakes
Number 12:
Confusing
Product Launch
with Success
21
Looking for More Info?

www.svproduct.com
Blog and Newsletter
 Articles and White Papers:

• “Behind Every Great Product”
• “How To Write a Good PRD”
• “Dirty Dozen Product Pitfalls”
22
Looking for Training?

Product Manager Training

Customized for:
•
•
•
•

Your Products and Market
Your Product Development Process
Your Organizational Structure
Your Company Culture
E-Mail:

[email protected]
23