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Inspired: How To Create Products Customers Love Hardcover – June 18, 2008

by Marty Cagan (Author)

245 customer reviews

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Why do some products make the leap to greatness while others do not?

Creating inspiring products begins with discovering a product that is valuable, usable, and feasible. If you can not do this, then it s not worth building anything.

- How do you decide which product opportunities to pursue?

- How do you get evidence that the product you are going to ask your engineering team to build will be successful?

- How do you identify the minimal possible product that will be successful?

- How do you manage the often conflicting demands of company execs, customers, sales, marketing, engineering, design, and more?

- How can you adapt Agile methods for commercial product environments?

Product management expert Marty Cagan answers these questions and hundreds more as he shares lessons learned, techniques, and best practices from working for and with some of the most successful companies in the high-tech industry. You will find that there s a very big difference between how the very best companies create products and all the rest.

Inspired: How To Create Products Customers Love

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Editorial Reviews

Review

"At eBay, of all of the leaders in the past decade, Marty had the most significant and lasting impact on how we create products."
- Frerk-Malte Feller, Managing Director, eBay Germany

"When it comes to creating inspiring products, Marty Cagan knows his stuff."
- Pete Deemer, Former Chief Product Officer, Yahoo! and CEO of GoodAgile

"Marty balances key product management principles, great new techniques, and examples that bring them all home."
- Jim Denney, VP Product Management, TiVo

"Marty is not only a seasoned expert on all aspects of the often ambiguous discipline of product management, his book also provides inspiration, tools and techniques, and really practical help."
- Judy Gibbons, Accel Partners

"This is a must read if you have any hope of building a company based on great products."
- Chuck Geiger, Former CTO, PayPal, Travelocity and Ask.com

"It doesn't matter how good your engineering team is if they aren t building the right products, and no one is better than Marty at helping teams discover the right products."
- Marty Abbott, Former CTO, eBay and Partner, AKF Consulting
--Back Cover

About the Author

Marty Cagan is founding partner of the Silicon Valley Product Group, where he helps companies create winning product strategies and develop the skills of their product organization as well as the techniques they use to create successful products.

During the past 20 years, Marty has served as an executive responsible for defining and building products for some of the most successful companies in the world. He was most recently senior vice-president of product management and design for eBay, where he was responsible for defining products and services for the company's global e-commerce trading site. Prior to that, Marty was vice-president of product at AOL and Netscape Communications, and a software engineer at HP Labs.

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Product details

Hardcover: 242 pages
Publisher: SVPG Press; 1st edition (June 18, 2008)
Language: English
ISBN-10: 0981690408
ISBN-13: 978-0981690407
Product Dimensions: 9.1 x 6.3 x 1 inches
Shipping Weight: 1.2 pounds (View shipping rates and policies)
Average Customer Review: 4.5 out of 5 stars See all reviews (245 customer reviews)
Amazon Best Sellers Rank: #25,115 in Books (See Top 100 in Books)

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Top Customer Reviews

There are some great pieces of information in here

ByNamshubon April 4, 2014

Format: Kindle EditionVerified Purchase

To set expectations for this review, I am approaching this from the perspective of a designer. A product manager might have a different perspective, so I just want to make sure the right context is in place.

Overall, this is a good read, and another book discussing how an agile methodology can transform your company. There are many excellent examples of the way things can work if you are in an environment where your entire organization is ready to move in this direction. The flattened organizational proposal is interesting, but many large companies are going to have a hard time centralizing the decision making power as described. I am not saying its a bad idea, I am just trying to apply some reality. I am not sure all companies are ready for this.

This book, like many others, make it sound like it might be evolutionary to move in this direction. However, I would classify putting the practices in this book into play to be a revolutionary step, complete with all the strife and angst involved in revolution. The end result is likely beautiful, just be prepared for a rough ride.

I love the Plan of Action model, and the guidelines regarding reducing the requirements overload. These two streamlining methods have been working well.

This book really advocates for high fidelity prototyping. I agree that there is no better way to convey the choreography of a complex solution, but you must proceed with caution:

1. You need the right tools and the right people to have any hope of this succeeding. High fidelity prototypes like the ones referenced can be alarmingly difficult to build (potentially close to the real solution)

2. High fidelity prototypes can set some scary expectations regarding turn around times. We produce them when needed, but we had to step back and explain our design process to make sure everyone understood that the prototype was there to educate and communicate the concept, not speed up development.

This book is full of tools that could really take your product design and development efforts to new level, as long as you can get buy off in your organization.

0Comment 5 people found this helpful. Was this review helpful to you?YesNo

Very superficial and little content on actually designing product

ByAlexon July 19, 2015

Format: HardcoverVerified Purchase

As an engineer, I was hoping to read this book to learn more about how the very best PMs do their thing so that I, too, could become good at designing product. Unfortunately, that's not what this book is about, at all. There is very very little content about how to actually design product; the bulk of the content is very generic stuff (learn to manage up! communication skills are important job skills! understand the product's business model! have a set of guiding principles to help you make decisions!) and most of what content there is is very shallow and well known to anyone with a couple of years of experience working in a software company in any role that involves working on product or with PMs.

There are a couple of other quirks: the example content is on a webpage, the Kindle formatting is badly error-ridden; most of the book seems to assume a waterfall development methodology, which is currently out of fashion; and so on. However, all of that would be forgivable if the content were rich, specific, and detailed, which unfortunately it is not.

11 comment 8 people found this helpful. Was this review helpful to you?YesNo

A great book for product development

BySamuel Atenon November 28, 2014

Format: Kindle EditionVerified Purchase

For product developers, designers, entrepreneurs, and the like; this book delivers on its name.

I was recommended Inspired: How to Create Products Customers Love by a good friend of mine. After reading through the book I can safely say that my perspective has changed in many interesting ways. First off, It solves the mess that most startups seem to have: "Why don't people like my product?" , "Why can't we develop something as good as theirs?", always the questions that plague product development when things don't go according to plans.

If you've read Lean Startup, this book puts a stronger foundation on the principles of Eric Ries. I truly believe that this book is a must if you're trying to develop a strong and interesting product.

0Comment 2 people found this helpful. Was this review helpful to you?YesNo

A good reference book to keep handy

ByAbhijay Dattaon June 13, 2014

Format: Kindle EditionVerified Purchase

This book is well written with a lot of thought put in. Though the primary audience of the book is Product Managers, I would say it brings out the essence of working in matrix organization where a lot of forces keep tugging at you and you need to carefully balance all the stakeholders and still push through your ideas. In my opinion, if you are in Enterprise IT and doing custom development of inhouse products for your business users, you will benefit too reading this book

I would call out three portions of the book which I liked for their practical advice:

1) First is chapter 6 "RECRUITING PRODUCT MANAGERS" where he lists out the core skills of a product manager. The one thing I may add to that list is that product managers must bring the ability to "sell" their products. I know product managers are not the same as product marketers or sales person but in my opinion you need to have the passion to stand behind your product and explain to the world how it makes everyone's life easier.

2) Next is Chapter 18 "REINVENTING THE PRODUCT SPEC". The advice to discard the traditional 100-page product spec and instead build a high fidelity prototype is spot on. No one in today's world full of distractions can go through a product specs with pages and pages of text. Even if you are within Enterprise IT, you can relate to this advice. How many times have you obtained a 'sign off' on your specs and built something only to be junked by the users during QA.

3) The last piece of practical advice is on Chapter 32 "BEWARE OF SPECIALS". I have seen this happening where companies get trapped by a privileged customer's special requirements where they completely hijack your planned roadmap. And it is a very difficult choice for a small product company between pandering to the big customer's special requirements (which gives the cashflow) and ignoring them and steadfastly continuing with the product vision.

A good reference book to keep you honest when you face certain difficult choices