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Purchasing the book gives you access to a Q&A course on product management with Michael Fox and Paolo Messina. In this video course the authors respond to 17 questions asked by product managers and aspiring product managers. You also get a $50 coupon for Artificial Intelligence Product management courses on Innodemia.

Who Is the Book for ?

The book is for product managers in the 0-5 years range when they are starting or transitioning from one position to another. The book is also useful to those who are preparing interviews as it shows real life examples that are usually not covered in product management books. During the review phase of the book, several product executives found it an excellent resource to remind themselves of practical scenarios and skills around product management. Therefore any product manager can take their words not ours. We also believe that product owners and product marketers will benefit from this book because a lot of their everyday operations overlap with those of product managers. Additionally we have created an entire section of the book on the interface between product and marketing.

Why did we write this book on product management ?

The position of product management is usually very idealized and a lot of material covers fancy aspects of this job (or the way to pass an interview). We wanted to help those who are getting into the field or are migrating from one position to another with real, effective and straight to the point. This book can help product managers accelerate their transition, have more situational awareness and achieve a satisfactory level of proficiency. What you find in this book The book is designed around practical situations. Particularly we describe the interaction with many stakeholders such as engineers, marketers, sales personnel, support, operations and peers. This is a wealth of practical know how that is at the center of your day to day life as product manager. Additionally the books dwells a lot around the psycho behavior of customers and users and how you can leverage this to design products, experiences and flows that satisfy your users' needs. The book also explains how product managers should factor the business context in their approach to the various situations described. For example the nature of the business, consumers or business to business. The business model, service, royalty, one time purchase, etc. Finally the book covers several areas at the interface of product management and marketing with a particular emphasis around digital marketing.

How is this book different ?

Either you are a professional already working or still a student, todays' life is hectic and people's attention span is diminishing by the day. This is why the book is condensed in simple yet thorough and direct tips that allow you to get real advice without spending weeks in reading. The book is structured around the idea that if we provide you with a context, and example and a recipe to solve that example you can then more easily apply the concept and develop the right mindset to execute product management, product design and product research tasks more effectively and with higher personal satisfaction. Our goal is for you to become situationally aware and to know you are not the first one nor are you are alone when facing complex situations where multiple stakeholders have divergent requests and where trade offs are unclear or ambiguous.

The video course, which is a companion to this book, contains many additional sections, an example: A Framework for Product Managers Strategy versus Tactics: Coca Cola Colossal Failure Strategy versus Tactics: The SAAS Launch Lessons When Execs Who Don't Know What They Want How To Thrive Managing Small Product Lines How to Break in Product Management Essentials for non tech product manager and...other 9 chapt