10 Management Mistakes

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					 The Top 12 Product
 Management Mistakes
  – And How To Avoid Them

Martin Cagan, Silicon Valley Product Group




                                             1
2
Product Management Mistakes


Number 1:
 Confusing
 Customer Requirements
 with Product Requirements



                              3
Product Management Mistakes


Number 2:
 Confusing
 Innovation with Value




                              4
Google




         5
Product Management Mistakes


Number 3:
 Confusing
 Yourself with Your Customer




                              6
Product Manager’s Bookshelf
• Alan Cooper
  – The Inmates Are Running the Asylum




                                         7
Product Management Mistakes


Number 4:
 Confusing
 the Customer with the User




                              8
Product Management Mistakes


Number 5:
 Confusing
 Features with Benefits




                              9
Product Management Mistakes


Number 6:
 Confusing
 Building Right Product with
 Building Product Right



                               10
Danger’s Sidekick II




                       11
Product Management Mistakes


Number 7:
 Confusing
 Good Product with
 Good Business Model



                              12
TiVo




       13
Product Management Mistakes


Number 8:
 Confusing
 Inspiring Features with
 “Nice-to-Have” Features



                              14
Apple’s iPod




               15
BMW Motorcycles




                  16
Product Management Mistakes


Number 9:
 Confusing
 Adding Features with
 Improving Product



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18
Product Management Mistakes


Number 10:
 Confusing
 Impressive Specifications
 with an Impressive Product



                              19
Product Management Mistakes


Number 11:
 Confusing
 Complete Product with a
 Sellable Product



                              20
Product Management Mistakes


Number 12:
 Confusing
 Product Launch
 with Success



                              21
Looking for More Info?

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     Articles and White Papers:
        • “Behind Every Great Product”
        • “How To Write a Good PRD”
        • “Dirty Dozen Product Pitfalls”




                                           22
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   E-Mail:
       cagan@svproduct.com

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