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About Digital Product Management
Product Description The growth of digital media, products and services has resulted in a change in the way companies do business. With technology moving to the forefront, and consumers demanding simpler ways to do business, companies have increasingly turned to product managers to deliver an end-to-end, integrated experience. With this practical guide, you’ll learn how to understand the needs of external customers without requirements elicitation or sign-offs, the difference between customer and business value, and why you need to create both. You’ll discover how to respond to changes in the market and the actions of competitors. You’ll understand how to develop new products, launch them into the market, and how to deliver business outcomes through the maturity and eventual retirement of your product. Review A lot of books have been written about modern product management. Most of them sell you an ideology, but fall short in explaining how to practically take on the challenges. This book fixes this gap, bringing together the plethora of techniques needed by a modern product manager: from creating a vision to leading an Agile development team. Highly recommended for any product manager looking to increase the impact of the digital products they are creating! Pieter Hens, Product Coach and Professor Product Management at the University of Leuven --- This book delivers an excellent and practical guide to digital product management skills, culture and mindset. It is particularly useful for those new to, or interested in, the product management discipline as well as current practitioners wishing to develop their skills. It provides engaging insight into core product management capabilities and ways of working which are invaluable to any digitally-centred team, business unit or organisation. Roy Kee Son, Product Management Consultant, Orange Pie Consulting --- This book is full of practical advice for aspiring or current product managers who work in enterprise businesses around the globe. I have tried, and lived through, many of the techniques and problems described here. Read this book, and go find a company that allows you to practice these skills. Steve Rogalsky, VP Product Management, D2L --- This book is perfect for a business analyst who is looking to transition into a product focused role or wants a better understanding of the stakeholders they interact with. It covers the complete life cycle, not only how product decisions are made, but how these ideas are developed into actionable products that deliver value to the customer. The chapter on software development is essential reading for those who are looking to transition into the digital space. Martin Pendlebury, Senior Business Analyst; Senior Leadership Team, Young Business Analysts (YBA) --- I wish this has been available when I first started a digital product management role as a postgraduate. This book effectively captures the essence of product management - a perpetual juggling act between the needs of the customer and the business - and equips readers with the tools to balance strategic vision with the realities of software delivery. I would recommend it to any business analyst or software professional interested in exploring this exciting role. Alexandra Koyfman, Analyst, PDMS; Senior Leadership Team, Young Business Analysts (YBA) --- This is an excellent introduction to Product Management and gives an in-depth view into how this discipline has evolved to cater for digital products. The inclusion and focus on how to deliver value to your customers is particularly valuable, giving thorough, understandable advice, backed up by data to underpin the reader's understanding. I would highly recommend this to any colleagues wanting a go-to manual for digital product management. Joanne Fahy Gilbertson, Senior Business Analyst, University of Manchester; Senior Leadership Team, Young Business Analysts (YBA) --- Having recently expanded my remit at work to include dig
