{"id":21,"date":"2008-04-21T20:05:20","date_gmt":"2008-04-22T03:05:20","guid":{"rendered":"http:\/\/www.freemanding.com\/blog\/20080421\/reading-e-book-the-strategic-role-of-product-management.html"},"modified":"2009-08-08T12:42:50","modified_gmt":"2009-08-08T19:42:50","slug":"reading-e-book-the-strategic-role-of-product-management","status":"publish","type":"post","link":"https:\/\/www.freemanding.com\/blog\/20080421\/reading-e-book-the-strategic-role-of-product-management.html","title":{"rendered":"[Reading] e-book: The Strategic Role of Product Management"},"content":{"rendered":"\n<p>I am a regular reader of <a href=\"http:\/\/www.pragmaticmarketing.com\/\">Pragmatic Marketing<\/a> blog. Recently they released a good e-book in PDF format:<\/p>\n<blockquote>\n<p><strong><strong>The Strategic Role of Product Management: How a market-driven focus leads companies to build products people want to buy.<\/strong><\/strong><\/p>\n<\/blockquote>\n<p>The e-book PDF file can be downloaded <a href=\"http:\/\/www.pragmaticmarketing.com\/strategic-role-of-product-management\/Strategic_Role_Product_Management.pdf\">here<\/a>.<\/p>\n<p>Links to the original page at Pragmatic Marketing website:<\/p>\n<ul>\n<li><a href=\"http:\/\/www.pragmaticmarketing.com\/strategic-role-of-product-management\">The Strategic Role of Product Management<\/a>.<\/li>\n<li><a href=\"http:\/\/www.pragmaticmarketing.com\/blogs\/productmarketing\/archive\/2008\/04\/13\/the-strategic-role-of-product-management\">The blog page: The Strategic Role of Product Management<\/a><\/li>\n<\/ul>\n<p>Some words in this e-book are very hilarious, while some words are very thought-provoking:<\/p>\n<p> <!--more--> <\/p>\n<p>In page 2, when it is talking about &#8220;definitions of marketing&#8221;:<\/p>\n<blockquote>\n<p>Technology businesses use two definitions of marketing: <br \/>1) the market experts and business leaders for the product <br \/>&#8211; or &#8211; <br \/>2) <strong>the t-shirt and coffee mug department<\/strong>. \ud83d\ude42<\/p>\n<\/blockquote>\n<p>In page 6, when it is talking about the missing of voice of the market:<\/p>\n<blockquote>\n<p>The VP of Development says,&#8221;Customers don&#8217;t know what they want.&#8221; <br \/>The VP of Sales says, &#8220;I can sell anything.&#8221; <br \/>The VP of Marketing says, &#8220;We just have to establish a brand.&#8221; <br \/>The VP of Finance says,&#8221;We have to control spending.&#8221;<\/p>\n<\/blockquote>\n<p>In page 7, when it is talking about what is &#8220;Listen to the market&#8221;:<\/p>\n<blockquote>\n<p>I&#8217;m convinced that developers, engineers, and executives want to be <strong>market-driven<\/strong>. <br \/>They just <strong>don&#8217;t want to be driven by marketing departments<\/strong>.<\/p>\n<\/blockquote>\n<p>In page 9, the e-book quoted <a href=\"http:\/\/en.wikipedia.org\/wiki\/David_Packard\">David Packard<\/a> (co-founder of HP)&#8217;s word:<\/p>\n<blockquote>\n<p><strong>Marketing is too important to be left to the marketing department<\/strong>.<\/p>\n<\/blockquote>\n<p>and <a href=\"http:\/\/en.wikipedia.org\/wiki\/Peter_Drucker\">Peter Drucker<\/a>&#8216;s words:<\/p>\n<blockquote>\n<p>&#8220;There will always, one can assume, be need for some selling. <br \/>But <strong>the aim of marketing is to make selling superfluous<\/strong>. <br \/>The aim of marketing is to know and understand the customer <br \/><strong>so well that the product or service fits him and sells itself.&#8221;<\/strong><\/p>\n<\/blockquote>\n<p>In page 10, when it talks about promotion:<\/p>\n<blockquote>\n<p>promotion <strong>isn&#8217;t<\/strong> marketing; <br \/><strong>promotion is marketing communications<\/strong>.<\/p>\n<\/blockquote>\n<p>In the last page, page 33, the e-book summarized what a Product Manager should do, by comparison to Marketing, Sales and Developers:<\/p>\n<blockquote>\n<p>Product managers bring a powerful combination of skills: <br \/>product and technology expertise <br \/>combined with market and domain knowledge <br \/>as well as business savvy.<\/p>\n<p>Marketing people know <strong>how<\/strong> to communicate; <br \/>product managers know <strong>what<\/strong> to communicate.<\/p>\n<p>Sales people know what <strong>one<\/strong> customer wants to buy; <br \/>product managers must determine if the deal represents a single customer or a market <strong>full<\/strong> of customers.<\/p>\n<p>Developers know <strong>what<\/strong> can be built; <br \/>product managers know <strong>whether<\/strong> it should be built.<\/p>\n<\/blockquote>\n<p>Anyway, I strongly recommend this e-book to anyone who is interested in technology product management, and technology business.<\/p>\n<p>Download <a href=\"http:\/\/www.pragmaticmarketing.com\/strategic-role-of-product-management\/Strategic_Role_Product_Management.pdf\">The Strategic Role of Product Management e-book<\/a> (pdf)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I am a regular reader of Pragmatic Marketing blog. Recently they released a good e-book in PDF format: The Strategic Role of Product Management: How a market-driven focus leads companies to build products people want to buy. The e-book PDF file can be downloaded here. Links to the original page at Pragmatic Marketing website: The [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,16],"tags":[],"class_list":["post-21","post","type-post","status-publish","format-standard","hentry","category-product-management","category-reading"],"views":13608,"_links":{"self":[{"href":"https:\/\/www.freemanding.com\/blog\/wp-json\/wp\/v2\/posts\/21","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.freemanding.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.freemanding.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.freemanding.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.freemanding.com\/blog\/wp-json\/wp\/v2\/comments?post=21"}],"version-history":[{"count":1,"href":"https:\/\/www.freemanding.com\/blog\/wp-json\/wp\/v2\/posts\/21\/revisions"}],"predecessor-version":[{"id":72,"href":"https:\/\/www.freemanding.com\/blog\/wp-json\/wp\/v2\/posts\/21\/revisions\/72"}],"wp:attachment":[{"href":"https:\/\/www.freemanding.com\/blog\/wp-json\/wp\/v2\/media?parent=21"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.freemanding.com\/blog\/wp-json\/wp\/v2\/categories?post=21"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.freemanding.com\/blog\/wp-json\/wp\/v2\/tags?post=21"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}