1. Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Consumers by Geoffrey MooreCrossing the Chasm Realization: You can get early customers to love your product, but you can’t use those same methods to convert enough more people into customers to build a business.Things to remember: As a startup, you can’t do multiple things well. As a business, you need to focus on the most desperate needs of your customer (which means you must choose your the customers who have desperate needs.)
  2. Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant by W. Chan Kim and Renée MauborgneRealization: You don’t need to compete on the same features and benefits that your competitors value.Things to remember: Don’t take the vectors you compete on for granted. Map yourself against the competition. Explore what would happen if you changed things.
  3. Four Steps to the Epiphany by Stephen G. BlankFour Steps to the Epiphany Realization: This is your job: First, reduce risk. Next, prove value. Continuously validate. Don’t try to skip any of these steps.Things to use: Clear checklists for how to create a market, and a product and get customers. If any of your plans require outlaying tons of money and resources up-front, you’re probably wrong.
  4. The Inmates are Running the Asylum: Why High-Tech Products Drive Us Crazy and How to Restore the Sanity by Alan CooperRealization: Technology products need someone advocating for the user, and that someone is not going to be the engineers who build them.Things to use: If you’re in an organization where user experience design is nonexistent or under-empowered, this book lays out examples to help the product manager to step in as user experience advocate until the permanent resource is in place.(Can be heavy-handed and most of the examples are outdated, but still a great read.)
  5. The Innovator’s Dilemma: The Revolutionary Book that Will Change the Way You Do Business by Clayton ChristensenRealization: Listening to your customers works great for releasing new product versions… until it doesn’t. You can’t predict where markets will emerge.Things to remember:The key to your success will, in the short term, be incredibly destructive. In short: stay on your toes and be ready to experiment on barely-formed ideas rather than waiting for them to fully form.
  6. Getting to Yes: Negotiating Agreement Without Giving In by Bruce M. Patton, William L. Ury, and Roger FisherRealization: Negotiating instead of giving in doesn’t make you mean, it makes you effective.Things to remember: People want to feel heard and understood more than they need to ‘win’ in most situations.
  7. Freakonomics: A Rogue Economist Explores the Hidden Side of Everything by Stephen J. Dubner OR Predictably Irrational: The Hidden Forces that Shape our Decisions by Dan ArielyPredictably Irrational Realization: People generally don’t understand cause-and-effect, don’t behave rationally, and worry about the wrong things.Things to remember: You (and your coworkers fall prey to the same competitive traps that your users do, but knowing this can help you avoid them.(Both books are good, but you probably don’t need to read both unless you’re a psych/socio hobbyist.)
  8. Why Decisions Fail by Paul NuttRealization: Really smart companies and people make decisions that seem ridiculous in hindsight.Things to remember: Recognizing potential problems can help you avoid them. If it’s too late for that, a more informed postmortem leads to better learning for next time.
  9. Super Crunchers: Why Thinking by Numbers is the New Way to Be Smart by Ian AyresRealization: Nothing measures user behavior better than … measuring user behavior. Online, everything is measurable.Things to remember: Make sure what you’re measuring is as close as possible to the results you want. As I’ve said before, make sure you I your KP. Remember that your competitors probably have more data than you do and be appropriately concerned about that.
  10. The Creative Habit: Learn It and Use It for Life by Twyla TharpThe Creative Habit Realization: Creativity doesn’t just happen, it requires hard work and tons of practice.Things to remember: Staying out of bad habits and ruts is a constant process.
  11. User Stories Applied: Mike Cohen The concept of user stories has its roots as one of the main tenets of Extreme Programming. In simple terms, user stories represent an effective means of gathering requirements from the customer (roughly akin to use cases). This book describes user stories and demonstrates how they can be used to properly plan, manage, and test software development projects. The book highlights both successful and unsuccessful implementations of the concept, and provides sets of questions and exercises that drive home its main points. After absorbing the lessons in this book, readers will be able to introduce user stories in their organizations as an effective means of determining precisely what is required of a software application.
  12. Inspired: How to Create Products Customers Love Why do some products make the leap to greatness while others do not? Creating inspiring products begins with discovering a product that is valuable, usable, and feasible. If you can not do this, then it s not worth building anything. – How do you decide which product opportunities to pursue? – How do you get evidence that the product you are going to ask your engineering team to build will be successful? – How do you identify the minimal possible product that will be successful? – How do you manage the often conflicting demands of company execs, customers, sales, marketing, engineering, design, and more? – How can you adapt Agile methods for commercial product environments? Product management expert Marty Cagan answers these questions and hundreds more as he shares lessons learned, techniques, and best practices from working for and with some of the most successful companies in the high-tech industry. You will find that there s a very big.
  13. The Persona Lifecycle personaIf you design and develop products for people, this book is for you. The Persona Lifecycle addresses the “how” of creating effective personas and using those personas to design products that people love. It doesn’t just describe the value of personas; it offers detailed techniques and tools related to planning, creating, communicating, and using personas to create great product designs. Moreover, it provides rich examples, samples, and illustrations to imitate and model. Perhaps most importantly, it positions personas not as a panacea, but as a method used to complement other user-centered design (UCD) techniques including scenario-based design, cognitive walkthroughs and user testing.
  14. The Inmates Are Running the Asylum: Why High Tech Products Drive Us Crazy and How to Restore the Sanity

Books on Product Design

Recommended list by Don Truman: http://www.jnd.org/recommended_readings.html





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