Product Management
Product Management
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Product Management

This book is 70% complete

Last updated on 2019-08-18

About the Book

Taking care of a digital product is a task that requires diverse knowledge, such as: dealing with customer pressure, the development team wishes, and the sales team needs. But how to negotiate the product scope and terms? What should be developed first in the roadmap for my product? How to increase user retention? These and several other issues pursue product managers in their day-to-day.


In this book, Joaquim Torres answers these questions and shows the day-to-day work of a product manager, presenting all the concepts necessary for anyone who wants to build and manage successful digital products.

Thinking about many digital product issues, some companies that are considered experts on software development began to adopt a new expertise in its software development process, Digital Product Management. This role aims to ensure that software being developed meets the objectives of its owner while it also meets the needs of its users.


In addition, a person in this role has to consider all aspects of software development. Some agile methodologies such as Scrum, have the role of the Product Owner, whose main responsibility is to prioritize items to be developed. In a way, this is what a Digital Product Manager does, but there's more to be covered by this role.


That's what we'll talk about in this book. :-)

About the Authors

Paulo Caroli
Paulo Caroli

Principal consultant at Thoughtworks Brazil and co-founder of AgileBrazil,  Paulo Caroli has over twenty years of experience in software development, passing in various corporations in Brazil, India, USA and Latin America. In 2000, he met the Extreme Programming and since then has focused its expertise in processes and practices of Agile & Lean. He joined ThoughtWorks in 2006 and held the positions of Agile Coach, Trainer and Project Manager. He received a Bachelor of Computer Science and MS in Software Engineering, both from PUC–Rio.

Paulo Caroli is a man who is passionate about innovation, entrepreneurship, and digital products. He is a software engineer, an author, an editor, a speaker and a successful facilitator.

Joaquim Torres (Joca)
Joaquim Torres (Joca)

Accomplished technologist and manager with a unique ability to bridge the gap between the technical world and customers needs. Almost 30 years of experience in digital product development and management.

Bundles that include this book

Lean Inception
The Lean Product Guide
Product Management
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Bundle Price

Table of Contents

    • About the book
      • Why does this happen?
      • Software product management
      • Who will benefit from reading this book?
      • Book structure
    • About the author - Joaquim Torres (a.k.a. Joca)
      • What is your purpose?
    • About the translator and co-creator
      • About Paulo Caroli
    • Changelog
  • Definitions and requirements
    • What is a software product?
      • Types of software products
      • Product or platform?
      • What are platforms?
    • What is software product management?
      • Aligning company strategy with customer needs
      • The core team for developing software products
      • What is the difference between managing a product and a platform?
      • Closing
    • Product manager or product owner?
      • Definitions
      • So they are different roles?
      • What to do if your company has product managers and product owners?
    • Main characteristics of a product manager
    • Leadership tips for product managers
      • Set the context
      • Remove obstacles
      • Closing
    • Organizational culture
      • Don’t waste time looking for culprits
      • War
      • Air, food and profit
      • Closing
  • Lifecycle of a software product
    • How does the lifecycle of a software product work?
      • The abyss
    • Innovation: what is it?
      • Of course clients know what they want!
    • Focusing on the problem
      • Interview
      • Survey
      • Observation
      • Closing
    • Innovation: the job to be done
      • The “job to be done” market research
      • Understanding problems and their context
    • Innovation: a lot of opportunities
      • How many opportunities to pursue at the same time?
      • Validating opportunities
    • Growth: feedback
      • Dealing with user feedbacks
      • Example of hurry to act due to feedback
      • Crossing the chasm
    • What is a roadmap?
      • How frequently should I update the roadmap?
      • Should I keep a secret about my roadmap?
      • Cone of uncertainty
      • How to build a roadmap?
      • Putting everything into one image
      • Roadmap = motivation + metrics
      • Detailing versus audience
      • Roadmap or backlog?
    • Growth: be a “data geek”
      • Which data is important?
      • Conversion funnel
    • Engagement and churn
      • Engagement
      • Churn
      • Data science, machine learning and product management
    • Growth: financial metrics
      • Global numbers: revenue and costs
      • Individual numbers: CAC, LT and LTV
      • Revenue churn
    • Growth: the loyalty metric
      • NPS – Net Promoter Score
      • Closing the loop: from information to action
      • Tip: internal NPS
    • Growth: thoughts on metrics
      • Data-driven
      • Data-informed
      • A little bit on A/B tests
      • Analysis paralysis
      • Final thoughts
    • What is and how to create the product vision and strategy?
      • What is product vision and why do we need it?
      • Creating the Product Vision
      • Product Vision examples
      • Product Strategy
      • Your product evolves, your vision and strategy too!
      • Summing up
    • Putting it all together: vision, strategy, roadmap and OKRs
      • Final thoughts
  • Notes

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