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THE PRODUCT

BOOK

JOSH ANON

and

CARLOS GONZ?LEZ DE VILLAUMBROSIA

PUBLISHED BY

The Product Book: How to Become a Great Product Manager Copyright ?2017 Product School All rights reserved.

No part of this publication may be reproduced, stored, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, without written permission from the publisher. It is illegal to copy this book, post it to a website, or distribute it by any other means without permission.

LEGAL NOTE

All trademarks are property of their respective owners. Unless otherwise noted, all text and images are copyright Product School, and they may not be reproduced without permission.

ISBNS 978-0-9989738-0-7 PRINT 978-0-9989738-3-8 MOBI

BOOK DESIGN The Frontispiece

PUBLISHED BY Product School

TABLE OF CONTENTS

INTRODUCTION

7

1 What Is Product Management

9

2 Strategically Understanding a Company

32

3 Creating an Opportunity Hypothesis

64

4 Validating Your Hypothesis

109

5 From Idea to Action

149

6 Working with Design

189

7 Working with Engineering

218

8 Bringing Your Product to Market

243

9 Finishing the Product-Development Life Cycle

279

Acknowledgments

300

About the Authors

302

INTRODUCTION

Thank you for picking up this book! We know your time is valuable, and 7 we will do our best to make this book worth your while.

One of the most important parts of being a product manager is knowing who your customers are and what they need. So, who do we believe you are, and what need will this book fill? Fundamentally, you are someone who'd like to know more about product management. Maybe you're a recent graduate trying to figure out if product management is the right career for you. Maybe you're an engineer actively transitioning into product management. Maybe you're a start-up founder figuring out how to build your product division. Or maybe you're already a product manager who naturally evolved into the role, seeking to fill gaps in your knowledge.

Furthermore, there's a lot of wisdom out there regarding best practices for product managers, but most of it focuses on parts of the productdevelopment life cycle. This book will give you an end-to-end view of what goes into building a great product, as well as what product managers do each day.

The upcoming chapters will cover a mix of theory and practical advice to teach you how to identify an opportunity, and build a product successfully to address that opportunity, whether the result is a new product or a refinement of an existing product. Whether you are new to product management, or an experienced veteran, this book is here to help you learn the needed skills to be a successful and effective product leader.

A brief word of warning: Much like chess, poker, and Minecraft, product management is easy to learn, but can take a lifetime to master. If your goal is to be a product manager, consider this book the start of your journey. Becoming a truly effective product manager takes practice!

If after reading this book you still want to become a product manager, consider enrolling in Product School, the world's first tech business school. Product School offers product management classes taught by real-world product managers, working at renowned tech companies like Google, Facebook, Snapchat, Airbnb, LinkedIn, PayPal, and Netflix. 8 Product School's classes are designed to fit into your work schedule, and the campuses are conveniently located in Silicon Valley, San Francisco, Los Angeles, Santa Monica, and New York.

Now, read on to begin your journey through the wide and fascinating world of product management.

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