Every day, thousands of new products and innovations are brought to market. Amid much fanfare, they struggle for shelf-space, mind-share, and market share. Most studies on the subject suggest that products fail more often than they should. CEOs, CMOs, and other C-Suite executives expect more from their product leaders and marketers!
Whatever your business sells, Product Management is one of the most important functions in the firm’s pursuit of profits. With globalization and fierce competition, the stakes are higher than ever, and the room for error narrower than ever! Therefore, leaders need a reliable resource for their product managers, brand managers, and category managers so these people know what to do, when, and with whom. This resource is The Product Manager’s Desk Reference (2nd edition) — the most comprehensive book in the world on the subject of Product Management. Designed for product managers and the leaders who support them, the book clearly explains how:
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The Secret to Great Products
In the movie “When Harry Met Sally,” there was a woman in a famous scene who muttered the words, “I’ll have what she’s having.” Every leader wants to have products that define markets and change lives. Executives are frustrated because their firm’s efforts to come up with the innovations that matter aren’t delivering the goods. In this piece, I’ll provide a few ideas that you might consider using to ignite some sparks in your organization.
For a number of years, I’ve done research that benchmarks the business practices of large, complex organizations. The main idea is to look for connections between the effectiveness of specific business practices and successful products. I started this work during my corporate life and put it into high gear when I started my own company almost 14 years ago. All told, I’ve been looking at this for more than 20 years!
Book Trailer :: The Product Manager's Desk Reference
About the Author
Steven Haines has a passion for great products. As the founder of Sequent Learning Networks, a global organizational advisory services firm, he inspires Product Management and Marketing leaders to adopt the methods that contribute to the creation of the best products that deliver extraordinary value to customers and undisputed competitive advantage. He is an internationally recognized thought leader and speaker, and is the author of three category defining books that include: