Cauvin

Great product management requires a combination of learning, leadership, facilitation, and strategy skills.  To gain and maintain proficiency, new and experienced product managers alike can benefit from reading books on these topics.  My product management bookshelf includes a number of texts that never cease to benefit me.  I find myself referring back to the books to refresh my skills, rekindle my product management passions, and cite interesting passages to friends and colleagues. Here are some of the top books I recommend product managers read.  The books I'm listing aren't books on product management per se , but they cover skills essential for effective product management.  If you're an executive overseeing a product management or product team, consider buying these books for the team's product management bookshelf. 22 Immutable Laws of Marketing: Violate Them at Your Own Risk Al Ries and Jack Trout Follow @lauraries This classic book enumerat...

Believe it or not, prospect problems and product positioning play only a small part in customers' decisions to purchase or use your product. The majority of obstacles to product adoption lie in the behind-the-scenes decision-making processes that people and organizations face. It's true I've dedicated many entries on this blog to pointing out that, to market and sell a successful product, you must develop it so that it: Solves problems that prospective customers face. Captures or "owns" a compelling position in the mind of the prospective customer. Many, if not most, products fail on both these counts. I've explained how the best product managers acquire market understanding and apply marketing principles to address these issues. Nonetheless, even products that solve problems and are well positioned often fail, because buyers weren't able to deal with change management issues that precede the purchase of a product. Prospects wishing to pu...