The Product Manager's Toolkit® (eBook)

Methodologies, Processes, and Tasks in Technology Product Management

Gabriel Steinhardt (Autor)

eBook Download: PDF

2017 | 2., Second Edition 2017
207 Seiten
Springer International Publishing (Verlag)
978-3-319-49998-7 (ISBN)

Infos

This book provides a consistent and holistic managerial approach to product management and presents a practical and comprehensive methodology (roles, processes, tasks, and deliverables) that covers all aspects of product management.  It helps students of product management, product management practitioners, product management organizations, and corporations understand the value, theory, and implementation of product management.  It outlines a practical approach to clarify role definitions, identify responsibilities, define processes and deliverables, and improve the ability to communicate with stakeholders.  The book details the fundamentals of the Blackblot Product Manager's Toolkit® (PMTK) product management methodology, a globally adopted best practice.

Autor

Gabriel Steinhardt is Blackblot's founder and CEO, and a recognized international technology product management expert, author, lecturer, and developer of practical tools and methodologies that increase product managers' productivity.  A marketing and information systems MBA with over two decades of experience in product management with technology products, Gabriel has assumed diverse leadership roles with major corporations and startups in marketing, product management, and technical undertakings.  Gabriel is the developer of the Blackblot Product Manager's Toolkit® (PMTK) product management methodology, a globally adopted best practice.

Inhalt

Foreword 6
Acknowledgments 8
Contents 9
About the Author 17
Chapter 1: Introduction 18
Part I: Product Management Concepts 20
Chapter 2: Definition of Product Management 21
2.1 Introduction 21
2.2 User and Buyer 21
2.3 Core Disciplines 22
2.4 Concept of Product Management 22
2.5 Problem Space and Solution Space 23
2.6 Blackblot PMTK Methodology Foundation Rules 24
2.7 Adjusted for Reality 24
2.8 Summary 25
Chapter 3: Product Delivery Strategies 26
3.1 Introduction 26
3.2 Technology-Driven: Take My Road 27
3.3 Sales-Driven: A Cruising Taxi 28
3.4 Market-Driven: Driven to Success 29
3.5 Summary 30
Chapter 4: Product Management Team 31
4.1 Introduction 31
4.2 Your Role 31
4.3 Jack of All Roles, Master of None 32
4.4 Breaking It Down 33
4.5 Roles and Goals 34
4.6 Blackblot Product Management Team Model 35
4.7 Odd Couple(s) 37
4.8 Roles and Activities 38
4.9 Role Coupling Guidelines 38
4.10 Organizational Solution 39
4.11 Summary 40
Chapter 5: Product Definition Team 42
5.1 Introduction 42
5.2 Key Concepts 43
5.3 Market Requirements 44
5.4 Blackblot Product Frames Model 45
5.5 Product Definition Foundation Documents 46
5.6 Blackblot Product Definition Team Model 47
5.7 Product Delivery Process 49
5.8 Summary 51
Chapter 6: Crafting Market Requirements 52
6.1 Introduction 52
6.2 Voice Of the Customer 52
6.3 Market Requirements Document 53
6.4 Blackblot Procedural Requirements Management Model 53
6.5 Directive 55
6.6 Constraints 56
6.7 Rationales and Sources 57
6.8 Presentment Modes 58
6.9 Complete Structure 59
6.10 Verifying Wholeness 60
6.11 Market Requirements and Engineering 61
6.12 Market Requirements Database 61
6.13 Summary 62
Chapter 7: Concept of Marketing 64
7.1 Introduction 64
7.2 Business Domains 64
7.3 Marketing Domain 65
7.4 Marketing Domain Disciplines 66
7.5 Blackblot Marketing Model 67
7.6 Product Marketing Methods 68
7.7 Corporate Marketing Methods 69
7.8 Marketing Communications Methods 70
7.9 Corporate Organizational Structures 70
7.10 Marketing and Strategies 72
7.11 Marketing and Plans 73
7.12 Summary 74
Chapter 8: Value-Marketing Model 76
8.1 Introduction 76
8.2 Value Concept 76
8.3 Value Formula Scale 77
8.4 Value Concept Application 79
8.5 Internal Value Marketing Dynamics 81
8.6 External Value Marketing Dynamics 82
8.7 Creating Superior Perceived Value 83
8.8 Product Marketing Messages 86
8.9 Value Messages´ Foundational Knowledge 86
8.10 PMTK Market Messaging Model 88
8.11 PMTK Marketing Messages Model and Plan 89
8.12 Summary 90
Chapter 9: Extending Product Life Cycle Stages 92
9.1 Introduction 92
9.2 Product Life Cycle Model Assumptions 93
9.3 Product Life Cycle Model Stages 93
9.4 Reasons for Extending the PLC 94
9.5 Strategies for Extending the PLC 94
9.6 Product Planning Strategies for Extending the PLC 94
9.7 Product Marketing Strategies for Extending the PLC 95
9.8 Strategy Application Within the PLC Model 96
9.9 Limitations of the PLC Model 97
9.10 Benefits of the PLC Model 98
9.11 Summary 98
Part II: Product Management Editorials 100
Chapter 10: Defining Product Management 101
10.1 Outbound and Inbound Activities in Product Management 101
10.1.1 Introduction 101
10.1.2 Outbound and Inbound Activities 101
10.1.3 Summary 102
10.2 Product Management Organizational Placement 102
10.2.1 Introduction 102
10.2.2 History of Placement 102
10.2.3 Summary 103
10.3 Product Marketing Organizational Placement 104
10.3.1 Introduction 104
10.3.2 Organizational Placement Considerations 104
10.3.3 Summary 104
10.4 The Fallacy of Generalizing 105
10.4.1 Introduction 105
10.4.2 Product Manager Title 105
10.4.3 CEO of the Product 106
10.4.4 Summary 106
10.5 Misconceptions About Product Management 107
10.5.1 Introduction 107
10.5.2 A Flurry of Interpretations 107
10.5.3 Summary 108
Chapter 11: Practicing Product Management 109
11.1 Maturity Model for Product Management 109
11.1.1 Introduction 109
11.1.2 Capability Maturity Model (CMM) 109
11.1.3 Gap Analysis and Performance Review 110
11.1.4 Summary 110
11.2 The Necessity of Product Management at Startups 110
11.2.1 Introduction 110
11.2.2 Product Management at Startups 111
11.2.3 Summary 111
11.3 A Primer to Market Segmentation 111
11.3.1 Introduction 111
11.3.2 Theory of Market Segmentation 112
11.3.3 Performing Market Segmentation 112
11.3.4 Summary 113
11.4 The Connection Between Market-Driven Product Management and Marketplace Success 113
11.4.1 Introduction 113
11.4.2 Roots in Tradition 114
11.4.3 Evolution of Technology Companies 114
11.4.4 Crossing the Revenue Chasm 114
11.4.5 Summary 116
11.5 An Algorithmic Model for Product Feature Prioritization 116
11.5.1 Introduction 116
11.5.2 Product Features 117
11.5.3 Product Feature Selection Process 117
11.5.4 Prioritization via an Algorithmic Model 118
11.5.5 Summary 120
11.6 The Importance of Having a Product Management Methodology 120
11.6.1 Introduction 120
11.6.2 Defining Methodology 120
11.6.3 Identifying a Sound Methodology 120
11.6.4 The Importance of Having a Product Management Methodology 121
11.7 Summary 122
11.8 Programmatic Tools for Product Management 122
11.8.1 Introduction 122
11.8.2 Programmatic Tools 122
11.8.3 Summary 123
Chapter 12: Product Management Career 124
12.1 Mastering the Product Management Interview 124
12.1.1 Introduction 124
12.1.2 Product Management as the Talent Pool 124
12.1.3 Job Interview Concept 125
12.1.4 Domain Expertise and Functional Expertise 126
12.1.5 Modern Product Management Interview 126
12.1.6 Modern Product Management Interview Questions 127
12.1.7 Summary 128
12.2 Transitioning From a Technical Role to a Job in Product Management 128
12.2.1 Introduction 128
12.2.2 The Technical Role 129
12.2.3 Knowing the Objective 129
12.2.4 Summary 130
12.3 Product Management Training: An Overview and Is It Worth It? 130
12.3.1 Introduction 130
12.3.2 Reasons for Training 131
12.3.3 Training Subject Matter 131
12.3.4 Vendor Offering 132
12.3.5 Training Experience 133
12.3.6 Curriculum Customization 134
12.3.7 Self-Study 134
12.3.8 Summary 135
12.4 Product Management Certifications: A Bit of History and Are They Worth It? 135
12.4.1 Introduction 135
12.4.2 Early Market Dynamics 136
12.4.3 Past Lessons Learned 137
12.4.4 Being Certified has Some Value 138
12.4.5 Summary 138
12.5 The Future of Product Management is in a Movement 138
12.5.1 Introduction 138
12.5.2 Orderly Ways 139
12.5.3 Lag in Product Management 139
12.5.4 Generalization and Trivialization 140
12.5.5 Quest for a Popular Movement 141
12.5.6 Summary 141
Chapter 13: Agile Software Development 142
13.1 The Need for a New Breed of Agile 142
13.1.1 Introduction 142
13.1.2 A Brief Background to Agile 142
13.1.3 What Agile Is, What Agile Is Not 143
13.1.4 Scrum Software Development 144
13.1.5 It All Starts with Something Called the Product Backlog 144
13.1.6 The Three Roles in Scrum 146
13.1.7 The Product Owner Role in Scrum 146
13.1.8 Shaping the Future of Agile Methods 148
13.1.9 Summary 149
13.2 The McDonaldization of the Development Team 149
13.2.1 Introduction 149
13.2.2 The Industrial Revolution 150
13.2.3 The McDonald Way 150
13.2.4 The Scrum Development Team 151
13.2.5 Summary 152
13.3 Origins of the Product Manager vs Product Owner Dilemma 152
13.3.1 Introduction 152
13.3.2 Business Motivation for Faster Delivery 153
13.3.3 Timing Is Everything, the Agile Manifesto 153
13.3.4 The Rise of Scrum 154
13.3.5 The Impact on Product Management 156
13.3.6 The Impact on Software Companies 157
13.3.7 Summary 158
Chapter 14: Ancillary to Product Management 159
14.1 Product Management to Product Development Ratio 159
14.1.1 Introduction 159
14.1.2 Estimation and Factors 159
14.1.3 Summary 160
14.2 The Defining Role of the Product Architect 160
14.2.1 Introduction 160
14.2.2 Background 161
14.2.3 Gap in Product Delivery 162
14.2.4 Types of Architects 162
14.2.5 Product Architect Role Description 163
14.2.6 Product Architect Skill Set 164
14.2.7 Product Architect Role Overview Table 164
14.2.8 Summary 165
14.3 Program Manager Is the Product CEO 165
14.3.1 Introduction 165
14.3.2 Lockheed U-2 Aircraft 166
14.3.3 Microsoft at a Crossroads 166
14.3.4 Flurry of Combinations 168
14.3.5 Summary 168
14.4 The User eXperience (UX) Domain 169
14.4.1 Introduction 169
14.4.2 Fundamental Concepts 169
14.4.3 User Experience Roles 170
14.4.4 UX vs UI and Usability 171
14.4.5 User Experience Placement 171
14.4.6 User Experience and Blackblot PMTK Methodology 173
14.4.7 Summary 174
Part III: Product Manager´s Toolkit (PMTK) 175
Chapter 15: Blackblot PMTK Methodology Product Management Glossary 176
15.1 Blackblot PMTK Methodology Glossary 176
Chapter 16: Blackblot PMTK Methodology Roles 185
16.1 Introduction 185
16.2 Key Definitions 185
16.3 Types of Expertise 186
16.4 Education and Mindset 186
16.5 Product Planner Role Description 186
16.6 Product Planner Role Skill Set 187
16.7 Product Planner Role Overview Table 187
16.8 Product Marketer Role Description 188
16.9 Product Marketer Role Skill Set 189
16.10 Product Marketer Role Overview Table 189
16.11 Product Architect Role Description 190
16.12 Product Architect Role Skill Set 190
16.13 Product Architect Role Overview Table 191
16.14 Sales Engineer Role Description 192
16.15 Sales Engineer Role Skill Set 192
16.16 Sales Engineer Role Overview Table 193
16.17 MarCom Manager Role Description 194
16.18 MarCom Manager Role Skill Set 194
16.19 MarCom Manager Role Overview Table 195
16.20 Director of Products Role Description 195
16.21 Director of Products Role Skill Set 196
16.22 Director of Products Role Overview Table 196
Chapter 17: Blackblot PMTK Methodology Models 198
17.1 PMTK Core Models 198
17.2 PMTK Support Models 198
17.3 PMTK Concept Models 199
17.4 PMTK Core Models 199
17.4.1 PMTK Action Model 199
17.4.1.1 PMTK Action Model Description 199
17.4.2 PMTK Flow Model 200
17.4.2.1 PMTK Flow Model Description 200
17.4.3 PMTK Task Model 201
17.4.3.1 PMTK Task Model Description 204
17.5 PMTK Support Models 204
17.5.1 PMTK Action-Team Model 204
17.5.1.1 PMTK Action-Team Model Description 204
17.5.2 PMTK MVP Model 205
17.5.2.1 PMTK Market-Value Pricing Model Description 205
17.5.3 PMTK PRM Model 206
17.5.3.1 Blackblot Procedural Requirements Management Model Description 206
17.5.4 PMTK Problem Echelon Model 207
17.5.4.1 PMTK Problem Echelon Model Description 207
17.5.5 PMTK Product Tree Model 208
17.5.5.1 PMTK Product Tree Model Description 208
17.5.5.2 PMTK Product Tree Model Relationships 209
17.6 PMTK Concept Models 209
17.6.1 Blackblot Product Management Team Model 209
17.6.1.1 Blackblot Product Management Team Model Description 210
17.6.2 Blackblot Product Definition Team Model 210
17.6.2.1 Blackblot Product Definition Team Model Description 210
17.6.3 Blackblot Product Frames Model 211
17.6.3.1 Blackblot Product Frames Model Description 211
17.6.4 Blackblot Marketing Model 212
17.6.4.1 Blackblot Marketing Model Description 214

Produkt-Details

• Erscheint lt. Verlag: 15.5.2017
• Reihe/Serie: Management for Professionals
• Reihe/Serie: Management for Professionals
• Zusatzinfo: XVII, 207 p. 34 illus., 2 illus. in color.
• Verlagsort: Cham
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Projektmanagement
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• Schlagworte: Communication • Marketing • Product Management • Product Manager • Product Marketer • Product Marketing • Product Planning • Sales • Technology Roadmap • Value Pricing
• ISBN-10: 3-319-49998-X / 331949998X
• ISBN-13: 978-3-319-49998-7 / 9783319499987