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| Expert Product Management: Advanced Techniques, Tips and Strategies for Product Management & Product Marketing | 
 enlarge | Author: Brian Lawley
Publisher: Happy About
Category: Book
List Price: $19.95
Buy New: $17.95
You Save: $2.00 (10%)
New (12) Used (6) from $16.59
Avg. Customer Rating:  9 reviews
Sales Rank: 26674
Media: Paperback
Number Of Items: 1
Pages: 104
Shipping Weight (lbs): 0.3
Dimensions (in): 8.3 x 5.4 x 0.4
ISBN: 1600050794
EAN: 9781600050794
ASIN: 1600050794
Publication Date: October 10, 2007
Availability: Usually ships in 24 hours
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Product Description
This book teaches both new and seasoned Product Managers and Product Marketers powerful and effective ways to ensure they give their products the best possible chance for success. Learn four of the most critical elements in ensuring product success, and take-away practical strategies, insights, tips and techniques that Brian has learned from hands-on experience defining, launching and marketing over fifty products during the last twenty years of his career. The book 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. It also covers 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. 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. Finally, 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.
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| Customer Reviews: Read 4 more reviews...
 We Get Past the Basics FINALLY November 7, 2007
12 out of 13 found this review helpful
The few product marketing and product management books on the market today all seem like cookie cutters of each other. The problem these books have is very little attachment to reality -- either by being written by university types who couldn't launch a successful product if their lives depended on it, or worse, by giving you concepts so basic that when you finish the book down you slam it down and say, "Well, duh!"
Here in the Silicon Valley I've been hearing for years that my most favored product manager, Brian Lawley, was going to write a book. I caught wind that it had been released and checked it out immediately.
It was as good as I had hoped, in Expert Product Management Mr. Lawley walks you through what he calls "the four most critical elements" to assuring product success: product roadmaps, beta programs, product launches and review programs. Always backing up his theory with real-world samples, more than once I found myself thinking, "okay, NOW I get why this is so important."
The book is short and to the point, at 80 pages you can jam through it, highlighter in hand, in just a couple of hours; but I can already see that it's going to change the product management products situations my consultancy will be involved in for a l-o-n-g time to come.
And here's the great thing: you don't have to take my word for it. The 280 Group's Web site has the book for FREE electronic download (Amazon frowns on me puttin the URL here -- but you know what Google is, right?). Just do what I did, try before you buy and if you don't like it you haven't wasted anything but a few million electrons and a couple of minutes of your time. But hey, if you're serious about product marketing, you'll follow me right back here and buy it. (You might want to anyway because once you do you you're eligible for a $30 discount on the Professional Version of the 280 Group PM Office.)
Thanks for reading.
Job security in a book November 8, 2007
4 out of 5 found this review helpful
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 critical learning tool for new PMs.
Alyssa Dver, Certified Product Manager
Author of "Software Product Management Essentials"
Product management consultant, coach & lecturer
Great, but not Fantastic January 1, 2008
3 out of 5 found this review helpful
The book is a good book on dashboards, but it needs to be expanded to show how to build dashboards. I like to think of this book as merely a started book or a "meta-data" book on dashboards that flies at "100000 feet". The author needs to take the topic down to "5000 feet" -> making it a hard cover book and include a CD-ROM of Excel examples, models, etc.
Great, but not fantastic.
Excellent overview of more May 7, 2008
3 out of 3 found this review helpful
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.
Each section begins with an explanation of the concept and its importance, then covers examples of different approaches and best practices. The writing style makes it easy to read from cover-to-cover and also easy to refer to as a reference. Don't let the size fool you
-- at under 100 pages, this can easily be read on a short plane ride
-- yet there is sufficient depth to the information contained within to make it practical and actionable.
The chapter on Product Roadmaps is especially comprehensive and useful. Brian describes six different types of roadmaps -- even experienced product managers will likely discover one they were not aware of here -- and presents an easy-to-follow eight step process for creating your own roadmap. Similar level of detail is provided in the other sections -- enough information that the reader can use it as a guide to implementing on the job, though not so much to make it laborious to read or hard to locate later for answers to specific questions.
If there is any flaw in the book, it is that the design of the book itself does not do enough to support the high-quality content. The text and graphics are clear and easy to read, yet a more compelling design could have enhanced the text even further. This is a minor quibble, though, since it is still a very useful resource regardless.
As the name implies, this book may not be the best complete introduction to those new to product management, though that is clearly not its intent. For experienced product managers who have mastered the basics and are looking to take their job to the next level, Expert Product Management is a highly recommended guide which can help already good product managers to better plan, create, and launch a successful new product.
Jeff Lash
Author, How To Be a Good Product Manager [...]
Crisp and Effective May 6, 2008
1 out of 1 found this review helpful
There are piles of books available that provide "how to" guidelines for new and seasoned product and marketing managers. This one is different: it focuses on a few of the most important aspects that can make a product a raging success or a stunning failure.
Product roadmaps are crucial to success. They provide the timeline and template for development, marketing and sales to work from. Establishing, communicating, and executing a product's vision from inception through releases 5 years after launch is one of marketing's toughest challenges - Brian's book provide a pathway for achieving this.
Similarly, product launches often suffer from a range of ills:
- The product is months (or years) late - and lacks key capabilities.
- Marketing launch materials are feature and technology focused, rather then oriented towards customer business challenges.
- Beta experiences are ignored or insufficiently leveraged.
- The sales force is uninspired and prefers to sell what they've been selling previously, since they know how to sell the older product(s).
This book delivers succint, effective processes, approaches and specific actions that will improve the success rates with product launches and early-market entry.
A fast and thoroughly worthwhile read on your next flight to your users' group meeting or customer visit...!
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