INSPIRED — How to create tech products customers love
by Marty Cagan
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To enable successful product managers and organisations, you need to build both a culture of strong product discovery & innovation and a culture of strong customer-centric execution. This will ensure you find the right problems to solve, ideate and find viable and innovative ways to solve them, and then deliver those ensuring they achieve tangible, validated, and delightful customer outcomes.
Parts in one sentence
- Lessons from Top Tech Companies
The difference between most companies and the top tech companies is a collaborative team with a ruthless focus on the customer and their problems — working in tight cycles to discover, validate, and then deliver valuable outcomes to customers faster than their competitors.
- The Right People
To create an effective product organisation, you need to create cross-functional teams of missionaries driven towards a common vision — creating small teams of engineering, design, and product who are empowered, autonomous, and collaborative in the pursuit of valuable customer-driven outcomes.
- The Right Product
To provide the right product, you need to identify the right customer opportunity and create a guiding vision, principles, and strategy to address those underserved or unmet needs. You can then inspect and adapt your progress by measuring the outcomes using objectives and key results.
- The Right Process
We need to continually and iteratively traverse product discovery, where the goal is to rapidly discover underserved or unmet needs, identify possible solutions, then assess those against the four key product risks to make confident decisions on where to invest.
- The Right Culture
It’s not enough to have the right ideas — we need to have the right organisational culture and talent to empower, foster, and challenge — to create high performing organisations, teams, and products.
1. Lessons from Top Tech Companies (P1–30)
It doesn’t matter how good your engineering team is if they are…