the top 12 product management mistakes - and how to avoid them

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The Top 12 Product Management Mistakes

– And How To Avoid Them

Martin Cagan, Silicon Valley Product Group

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Product Management Mistakes

Number 1:

Confusing Customer Requirements with Product Requirements

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Product Management Mistakes

Number 2:

Confusing Innovation with Value

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Google

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Product Management Mistakes

Number 3:

Confusing Yourself with Your Customer

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Product Manager’s Bookshelf

• Alan Cooper– The Inmates Are Running the Asylum

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Product Management Mistakes

Number 4:

Confusing the Customer with the User

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Product Management Mistakes

Number 5:

Confusing Features with Benefits

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Number 6:

Confusing Building Right Product with Building Product Right

Product Management Mistakes

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Danger’s Sidekick II

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Product Management Mistakes

Number 7:

Confusing Good Product with Good Business Model

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TiVo

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Product Management Mistakes

Number 8:

Confusing Inspiring Features with “Nice-to-Have” Features

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Apple’s iPod

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BMW Motorcycles

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Product Management Mistakes

Number 9:

Confusing Adding Features with Improving Product

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Product Management Mistakes

Number 10:

Confusing Impressive Specifications with an Impressive Product

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Product Management Mistakes

Number 11:

Confusing Complete Product with a Sellable Product

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Product Management Mistakes

Number 12:

Confusing Product Launch with Success

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Looking for More Info?

www.svproduct.comBlog and NewsletterArticles and White Papers:

• “Behind Every Great Product”• “How To Write a Good PRD”• “Dirty Dozen Product Pitfalls”

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Looking for Training?

Product Manager TrainingCustomized for:

• Your Products and Market• Your Product Development Process• Your Organizational Structure• Your Company Culture

E-Mail:cagan@svproduct.com