Designing for the Digital Age - How to Create Human-Centered Products and Services

The contributors each share one rule they think is critical to succeed in product management based on their hands-on product management and product marketing experience with companies such as Apple, eBay, Intuit, SAP, and Yahoo!.

Packed with pearls of product management wisdom, this book has something for everyone. You will learn:

• How to focus on market needs, not just individual requests
• How to clarify your product positioning before your next big decision
• How to align your product strategy with company strategy -- and then sell it
• Why agility is the key to product management success
• Why great execution trumps a great product idea

Contributors include Greg Cohen, Senior Principal Consultant, 280 Group, Brian Lawley, CEO and Founder, 280 Group, Linda Gorchels, Director of Executive Marketing , Blogger, The Productologist, Rich Mironov, Author, The Art of Product Management, Alyssa Dver, CEO, Mint Green Marketing, Luke Hohman, Founder and CEO, The Innovationn Games Company, Marty Cagan, Author, Inspired, Jeff Lash, Blogger, How to Be a Good Product Manager, Jim Reekes, Senior Principal Consultant, 280 Group, Kevin Epstein, Author, Marketing Made Easy, Dan Torres, Senior Director of Global Product Management, Kensington Computer Products, Natalie Yan-Chatonsky, Product Management Consultant, brainmates pty ltd, John Cook, VP of Consumer PC Marketing, Hewlett Packard Company, Paula Gray, Applied Cultural Anthropologist, AIPMM, Linda Merrick, Founder, Pivotal PM, Adrienne Tan, Director, brainmates pty ltd, David Fradin, Senior Principal Consultant, 280 Group, Fritz Mueller, Senior Director of Product Management, i365, Tom Evans, Principal Consultant, Lucrum Marketing, Sarah Rosenbaum Gaeta, Senior Director of Content Product Management & Sales Enablement, Plastic Logic, Dan Olsen, Co-Founder and CEO, YourVersion, Dave Dersh, VP of Consulting and Training, 280 Group, Erick Krock, Chief Marketing Officer, Voximate, Mara Kreips, Founder, Pivotal PM, James Moorehead, VP of Product Management, Support.com, Nick Coster, Director, brainmates pty ltd, Phil Burton, Senior Principal Consultant, 280 Group, Matthew Bookspan, Director of Product Management, Voxeo, Jen Berkley, Founder, The Insight Advantage, Barbara Rice, Senior Principal Consultant, 280 Group, Noel Adams, President, Clearworks, Paul Alexander Gray, Consultant, brainmates pty ltd, Michaela Zwinakis, VP of Solution Management, Governance Risk, and Compliance Solutions, SAP, Mike Freier, Senior Principal Consultant, 280 Group, b>Howard Rosenfield, Founder and Principal Consultant, Matanzas Creek Consulting, LLC, Janet George, Director of Research Engineering, Yahoo! Research, Reena Kapoor, Founder and Chief Strategist, Conifer Consulting, Christine Crandell, Senior Vice President of Global Marketing, Accept Software, Therese Padilla, Co-Founder and President, AIPMM.

The original essence of the first edition has been maintained but obvious areas have been updated and revised, as well as, new areas such as technology have been addressed.  The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.

The highly prestigious panels of contributors include:

Jean-Claude Larréché – INSEAD

Veronica Wong – Aston Business School

John Quelch – Harvard Business School

Susan Hart – Strathclyde Graduate Business School (SGBS)

Michael Baker – Emeritus Professor SGBS

Tim Ambler – London Business School

Tony Cram – Ashridge

Table of Contents:

PART I

Principles of Value Creation

1      Marketing and Shareholder Value  

2      The Shareholder Value Approach    

3      The Marketing Value Driver    

4       The Growth Imperative    

PART II

Developing High-Value Strategies

5       Strategic Position Assessment

6       Value-Based Marketing Strategy  

PART III

Implementing High-Value Strategies

7      Building Brands  

8       Pricing for Value  

9       Value-Based Communications 

This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version.

Lean Development and Agile Methods for Large-Scale Products: Key Thinking and Organizational Tools for Sustainable Competitive Success

Increasingly, large product-development organizations are turning to lean thinking, agile principles and practices, and large-scale Scrum to sustainably and quickly deliver value and innovation. However, many groups have floundered in their practice-oriented adoptions. Why? Because without a deeper understanding of the thinking tools and profound organizational redesign needed, it is as though casting seeds on to an infertile field. Now, drawing on their long experience leading and guiding large-scale lean and agile adoptions for large, multisite, and offshore product development, and drawing on the best research for great team-based agile organizations, internationally recognized consultant and best-selling author Craig Larman and former leader of the agile transformation at Nokia Networks Bas Vodde share the key thinking and organizational tools needed to plant the seeds of product development success in a fertile lean and agile enterprise.

Coverage includes  

• Lean thinking and development combined with agile practices and methods
• Systems thinking
• Queuing theory and large-scale development processes
• Moving from single-function and component teams to stable cross-functional cross-component Scrum feature teams with end-to-end responsibility for features
• Organizational redesign to a lean and agile enterprise that delivers value fast
• Large-scale Scrum for multi-hundred-person product groups

In a competitive environment that demands ever-faster cycle times and greater innovation, applied lean thinking and agile principles are becoming an urgent priority. Scaling Lean & Agile Development will help leaders create the foundation for their lean enterprise–and deliver on the significant benefits of agility.

In addition to the foundation tools in this text, see the companion book Practices for Scaling Lean & Agile Development: Large, Multisite, and Offshore Product Development with Large-Scale Scrum for complementary action tools.

Unlike other books on the subject, 101 Design Methods approaches the practice of creating new products, services, and customer experiences as a science, rather than an art, providing a practical set of collaborative tools and methods for planning and defining successful new offerings. Strategists, managers, designers, and researchers who undertake the challenge of innovation, despite a lack of established procedures and a high risk of failure, will find this an invaluable resource. Novices can learn from it; managers can plan with it; and practitioners of innovation can improve the quality of their work by referring to it.