Produktstrategie
Becoming a More Strategic Product Manager: Nine Lessons, Nine Days
Todd Birzer, 2018
Inhaltsverzeichnis des Buches
- Introduction: Becoming a More Strategic Product Manager
- Structure of This Book
- Day 1: Balancing the Strategic and Tactical
- Our Work as Product Managers
- Why We Become Tactical
- Where We Come From
- Selectively Saying “No”
- Program and Project Management
- Product Support
- Sales Support
- Opportunity Cost
- How to Say “No”
- Saying “Yes”
- Customer Analysis
- Competitive Analysis
- Strategy
- Prioritization and Roadmapping
- Discovery and Delivery
- Pricing
- Finding Growth
- Day 1 Final Words
- Day 1 on One Page
- Day 2: Customer Analysis
- KeepTruckin, ELDs, and Hours of Service
- Ethnographic Research
- Analyzing Customer Needs
- Kano Model
- Benefit Trees
- Day 2 Final Words
- Day 2 on One Page
- Day 3: Competitive Analysis
- Why Analyze Competitors?
- Identifying and Prioritizing Competitors
- Direct Competition
- Category Competition
- Substitutes, Market Evolution, and Disruptive Technology
- What to Analyze
- Market Share and Trends
- Strategy and Investments
- Target Markets
- Strengths and Weaknesses
- Technology Position
- Pricing
- Channel Strategy
- Reaction Pattern
- Documenting Your Analysis
- Competitive Positioning
- Competitive Selling-Against Tools
- Disruptive Technology
- Kodak
- Autonomous Vehicles
- Competitive Monitoring
- Day 3 Final Words
- Day 3 on One Page
- Day 4: Strategy
- Steps for Creating a Product Strategy
- Form a Cross-Functional Team
- Review Your Corporate Strategy
- Examine Your Market Intelligence
- Craft Your Vision and Objectives
- Analyze, Think, and Discuss
- Share and Enhance
- Use and Iterate
- Product Vision and Objectives
- Wikimedia Foundation
- SpaceX
- Ancestry
- Crafting a Vision
- Objectives
- Strategy Diamonds
- Arenas
- Vehicles
- Differentiators
- Staging and Pacing
- Economic Logic
- Integrating All Five Elements
- Strategy Example: Nauto, Driver Safety, and Autonomous Vehicles
- Yes, But Why?
- Building Toward Autonomous
- Nauto: Key Takeaways
- Day 4 Final Words
- Day 4 on One Page
- Day 5: Prioritization and Roadmapping
- Objectives and Key Results (OKRs)
- OKR Process
- Development Buckets
- Roadmapping
- The What, the Why and the Dangers
- Creating Roadmaps
- Prioritization—An Example
- Day 5 Final Words
- Day 5 on One Page
- Day 6: Discovery and Delivery
- Discovery and Delivery
- Ideas
- Discovery
- Delivery
- Optimization
- Discovery and Delivery as a Funnel
- Concurrent and Parallel
- Stage-Gates
- Discovery and Delivery vs. Stage-Gates
- Day 6 Final Words
- Day 6 on One Page
- Day 7: Pricing
- Why Pricing Is Important
- Why Pricing Is Hard for Product Managers
- The 3Cs of Pricing
- Pricing Approaches
- Process of Pricing
- Step 1: Review your Product Strategy
- Step 2: Understand your Costs
- Step 3: Analyze your Competitors and their Pricing
- Step 4: Gauge your Value
- Step 5: Recommend a Price
- Step 6: Work on the Pricing Tactics
- Step 7: Gain Consensus
- Step 8: Experiment, Learn, and Refine
- Discount Management
- Steps for Managing Discounts
- LinkedIn—Pricing Example
- Day 7 Final Words
- Day 7 on One Page
- Day 8: Finding Growth
- Growth throughout the Product Lifecycle
- Offense
- Defense
- Growth Hacking
- Udemy
- Takeaways
- Finding Growth: Step by Step
- Day 8 Final Words
- Day 8 on One Page
- Day 9: Excellence in Product Management
- The Three-Quarter Plan
- Q1: Early Wins
- Q2: Strategy and Growth
- Q3: Refinement
- Approach and Attitude
- Hungry
- Humble
- Disciplined
- Support Network
- Day 9 Final Words
- Day 9 on One Page
- Quiz
- Questions
- Answers
- References
- About the Author