Practical Product Management for Product Owners 1st Edition by Chris Lukassen, Robbin Schuurman ISBN 9780137947003 0137947003

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Product details:

ISBN 10: 0137947003
ISBN 13: 9780137947003
Author: Chris Lukassen, Robbin Schuurman

Practical Product Management for Product Owners 1st Edition Table of contents:

Part I: The Stances of the Product Owner

Quick Quiz

Chapter 1: Agile Product Management

Is It Product Owner or Product Manager?

What Is Product Management?

Working in a Product-Led, Sales-Led, or Marketing-Led Organization

What Is a Product Owner?

Different Types of Product Owners

The Scribe

The Proxy

The Business Representative

The Sponsor

The Entrepreneur

Chapter 2: Introducing the Product Owner Stances

The Misunderstood Stances of a Product Owner

The Clerk

The Story Writer

The Project Manager

The Subject Matter Expert

The Gatekeeper

The Manager

The Preferred Stances of a Product Owner

The Visionary

The Collaborator

The Customer Representative

The Decision Maker

The Experimenter

The Influencer

Part I: Summary: The Stances of the Product Owner

Key Learnings and Insights

Quick Quiz Review

Want to Learn More?

Part II: The Customer Representative

Quick Quiz

Chapter 3: How to Identify and Define Product

Introducing the Customer Representative

What Is a Product?

Chapter 4: Building Customer Empathy

Talking to Customers

Observing Customers

Effectively Dealing with Biases When Collaborating with Customers

Chapter 5: Capture Your Customer Insights via Personas

User Personas

Creating Personas

Chapter 6: Identifying and Expressing Customer Value

The Functional Elements of Value

Emotional Elements of Value

Life-Changing Elements of Value

Social-Impact Element of Value

Chapter 7: Connecting Product Features to Outcomes and Impacts

Connecting Goals, Impacts, Outcomes, and Features

Part II: Summary: The Customer Representative

Key Learnings and Insights

Quick Quiz Review

Want to Learn More?

Part III: The Visionary

Quick Quiz

Chapter 8: Creating and Communicating Product Vision

Introducing: The Visionary

Connecting the Product Vision to the Company Mission, Vision, and Values

A Product Vision Aligned with the Company Mission and Vision

Elements of an Inspiring Product Vision

Chapter 9: Communicating the Product Vision Effectively

The 3×3 Storytelling Framework

The Power of Reasoning

Make It SEXI

Chapter 10: Crafting Product Goals That Align Stakeholders and Teams

What Is a Product Goal?

Characteristics of Great Product Goals

How to Create Product Goals

Inspect and Adapt Product Goals

Having Multiple Product Goals: Is That an Option?

Chapter 11: Creating the Right Product Roadmap for Your Audience

Introduction to Product Roadmaps

Types of Product Roadmaps

Roadmap 1: The Goal-Oriented Roadmap

Roadmap 2: The Now-Next-Later Roadmap

Roadmap 3: The User Story Map

Roadmap 4: The Visual Roadmap

Roadmap 5: The Gantt Chart Roadmap

Eleven Tips for Roadmap Creation

Chapter 12: Identification of Company Value and Impact

Understanding Company Value and Impact

Expressing Company Impact

Key Value Area 1: Current Value

Key Value Area 2: Unrealized Value

Key Value Area 3: Time to Market

Key Value Area 4: Ability to Innovate

Chapter 13: Maximizing Value through Effective Pricing Strategies and Tactics

Introduction to Product Pricing

The Product Pricing Process

Step 1: Inspection of Inputs

Step 2: Inspection of Current Company Goals

Step 3: Selection and Setting of the Pricing Strategy

Step 4: Selection and Setting of Pricing Tactics

Step 5: Adaptation of Prices, Tools, and Communicating Changes

Part III: Summary: The Visionary

Key Learnings and Insights

Quick Quiz Review

Want to Learn More?

Part IV: The Experimenter

Quick Quiz

Chapter 14: Driving Inside-Out Product Innovation

Introducing: The Experimenter

Inside-Out Innovation Sources

Sales

Customer Support

Account Management

Research and Development

Executives

Market Analysts

Chapter 15: Driving Outside-In Product Innovation

Outside-In Innovation Sources

Market Segmentation

People Who Bought Your Product

People Who Bought a Competitor’s Product

People Who Haven’t Bought a Solution

Chapter 16: Thinking Differently: Driving Business Model Innovation

Market Analysis and Trends

Getting Inspiration from Other Companies

The Impact on Your Business

The Return of the Business Model Canvas

Chapter 17: Selecting Product Experiments to Run

The Truth Curve: Select the Right Experiments and Tests

Experimentation Techniques Explained

Technique 1: Paper Prototyping

Technique 2: Preorder Page

Technique 3: Explainer Videos

Technique 4: Landing Pages

Technique 5: Feature Fake

Technique 6: Concierge MVP

Technique 7: Wizard of Oz

Chapter 18: How to Design and Evaluate Experiments and Tests

Defining Hypothesis

Capture Learnings

Chapter 19: Approaches for Scaling Successful Products and Teams

Scaling Approaches for People and Teams

Typical Antipattern for Scaling People and Teams

A Better Approach for Scaling People and Teams

Approaches to Scaling the Product or Service

Focus on the Product First, Then on People and Teams

Eight Effective Strategies for Scaling a Product

How Product Owners Contribute to Product Scaling

Part IV: Summary: The Experimenter

Key Learnings and Insights

Quick Quiz Review

Want to Learn More?

Part V: The Decision Maker

Quick Quiz

Chapter 20: Improving Accountability, Maturity, and Authority

Introducing: The Decision Maker

Product

Product Goals and Objectives

Budget

Value

Marketing and Branding

Pricing

Tools and Technology

Release Process

People and Teams

Product Backlog Management

Managing External Parties and Vendors

Chapter 21: Evaluating Your Product Decisions

Product Management: A Game of Poker or Chess?

A Quick Game to Test Your Decision-Making Skills

Evaluating Decisions in an Honest and Transparent Way

Chapter 22: Make Better Decisions: Thinking in Bets

The Buddy System or Decision Pod

Accepting Uncertainty in Decision Making

Chapter 23: Navigating Product, Process, and Team Dilemmas and Decisions

Making Choices

Navigating Dilemmas

Chapter 24: Improving the Speed and Quality of Decisions

The Cost of Delaying Decisions

Fast Decisions Are More Successful than Slow Decisions

Special Snowflake Syndrome

Why You Should Probably Make Decisions Fast(er)

How to Speed Up Your Decision Making

Empowered Product Owners

Part V: Summary: The Decision Maker

Key Learnings and Insights

Quick Quiz Review

Want to Learn More?

Part VI: The Collaborator

Quick Quiz

Chapter 25: How Agile Governance Affects Product Owners

Introduction to the Collaborator

Introducing Agile Governance

Definition of Corporate Governance

Organizational Governance Entails Many Elements

Effectively Dealing with Governance

Chapter 26: Product Budgeting Done in an Agile Way

Three Horizons

Budgeting Is Like Product Backlog Management

A Strategy and Market Perspective on Budgeting

Chapter 27: Creating Contracts That Enable Great Product Ownership and Teamwork

What Is a Contract?

Who Takes the Risk?

Two-Stage Contracts

Joe’s Bucket

Money for Nothing

Change for Free

Elements of an Agile Contract

Part VI: Summary: The Collaborator

Key Learnings and Insights

Quick Quiz Review

Want to Learn More?

Part VII: The Influencer

Quick Quiz

Chapter 28: Stakeholder Management in Complex Environments

Introducing: The Influencer

Definition of Stakeholder

Stakeholder Classification/Categorization

Information and Insights to Gather on Stakeholders

The Influence of the Stakeholder

The Interest of a Stakeholder

Discovering a Stakeholder’s Interest and Influence

Chapter 29: Tools for Stakeholder Classification and Grouping

The Stakeholder Map

Stakeholders with Low Interest and Low Influence

Stakeholders with Low Interest and High Influence

Stakeholders with High Interest and Low Influence

Stakeholders with High Interest and High Influence

The Stakeholder Radar

Involvement or Engagement

Attitude

Alternative Stakeholder Identification and Grouping Techniques

Chapter 30: Applying Stakeholder Management Strategies and Tactics in Practice

Creating a Communication Strategy

Tips for Improving Your Stakeholder Management in Practice

Tip 1: Start Saying No to Your Stakeholders More Often

Tip 2: Treat Different Stakeholders Differently

Tip 3: Manage the System, Not the People

Tip 4: Don’t Forget the Customer

Tip 5: Increase Your Authority by Acting Like an Owner

Tip 6: Know Thy Stakeholders’ Interests by Heart

Tip 7: Involve Your Scrum Master

Tip 8: Don’t Be the Carrier Pigeon between the Scrum Team and the Stakeholders

Chapter 31: How to Influence Stakeholders on All Levels

Being a Lyrebird

The Process of Communication

Four Layers of Communication

Building Relationships with Stakeholders

Work on Your Credibility

Drive Decisions for Your Product and Team

Learn about Other Perspectives and Drive Progress toward a Shared Goal

Keep Moving Forward

Escalate Decisions after Doing Your Homework

Share Your Ideas at the Right Time

Get Buy-in by Including People and Collaborating Early On

Build Trust across Teams and Departments

Spend the Time

Adapting Your Tune to Your Audience

Dominant: The Eagle

Influential: The Peacock

Steady: The Penguin

Conscientious: The Owl

A Brief Closing Note on These Four Animal-like Stakeholders

Chapter 32: Mastering the Art of No to Optimize Value Creation for the Product

What Makes Saying No So Hard?

Five Steps toward Saying No Effectively

Step 1: Who

Step 2: What

Step 3: Intention

Step 4: Say No

Step 5: Hear and Be Heard

The Jedi Mind Trick

Chapter 33: Negotiating with Stakeholders, Customers, and Users

Be a Mirror

Label Emotions

Getting to Yes!

How to Tell If a Yes Is Real

Bend Their Reality

Create the Illusion of Control

Guarantee Execution

Bargain Hard

Find the Black Swan

Part VII: Summary: The Influencer

Key Learnings and Insights

Quick Quiz Review

Want to Learn More?

Closing Summary: The Stances of the Product Owner

Index

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Tags: Chris Lukassen, Robbin Schuurman, Product Management, Product Owners