Estadistica para las ciencias sociales y el comportamiento

Create a winning game plan for your digital products with Strategize: Product Strategy and Product Roadmap Practices for the Digital Age, 2nd edition. Using a wide range of proven techniques and tools, product management expert Roman Pichler explains how to create a winning product strategy and actionable roadmap. Comprehensive and insightful, the book will enable you to make the right strategic decisions in today’s dynamic digital age. If you work as a product manager, Scrum product owner, product portfolio manager, head of product, or product coach, then this book is for you. What you will learn: Create an inspiring vision for your product. Develop a product strategy that maximises the chances of launching a winning product. Successfully adapt the strategy across the product life cycle to achieve sustained product success. Measure the value your product creates using the right key performance indicators (KPIs). Build an actionable outcome-based product roadmap that aligns stakeholders and directs the product backlog. Regularly review the product strategy and roadmap and keep them up-to-date. Written in an engaging and easily accessible style, Strategize offers practical advice and valuable examples so that you can apply the practices directly to your products. This second, revised, and extended edition offers new concepts, more tools, and additional tips and examples. Praise for Strategize: "Strategize offers a comprehensive approach to product strategy using the latest practices geared specifically to digital products. Not just theory, the book is chock-full of real-world examples, making it easier to apply the principles to your company and products. Strategize is essential reading for everyone in charge of products: product executives, product managers, and product owners." Steve Johnson, Founder at Under10 Consulting. "Whether you are new to product management or an experienced practitioner, Strategize is a must read. You are guaranteed to get new ideas about how to develop or improve your product strategy and how to execute it successfully. It’s an essential addition to every product manager’s reading list." Marc Abraham, Senior Group Product Manager at Intercom. Title Page Copyright Table of Contents Preface Why You Should Read this Book A Brief Guide to this Book Book Structure and Contents Sources, Examples and Terms Used Changes in the Second Edition Introduction A Product Strategy and Roadmap Model The Elements of the Model Integrating Different Plans and Planning Levels Strategic Planning, Agility, and OKRs Empowerment, Collaboration, and Strategic Decisions Four Product Success Factors A Product Strategy Process Timeboxed Strategizing Continuous Strategizing Digital Products and Product Strategy Product Strategy Foundations Understand What a Product Strategy Is The Product Strategy Defined Bootstrapping a Product Strategy Think Big and Describe Your Vision Use the Business Strategy to Guide Strategic Product Decisions Understand Your Product’s Innovation Type Core Innovations Adjacent Innovations Disruptive Innovations Summary Take Advantage of the Product Life Cycle Model Development Introduction Growth Maturity Decline Summary Collaborate with the Stakeholders and Development Teams Stakeholder Identification Stakeholder Analysis and Engagement Collaborative Workshops Product Strategy Development Segment the Market Segmenting by Customer Properties and Benefits Choosing the Right Segment Find an Itch That’s Worth Scratching Establishing the Right Mindset Discovering a Need Using Empathy and Consumption Chain Maps Making the Need Specific Selecting a Primary Need Describe Users and Customers with Personas A Persona Template Tips for Creating Effective Personas Make Your Product Stand Out The Strategy Canvas The Kano Model The Eliminate-Reduce-Raise-Create Grid Capture Your Strategy with the Product Vision Board Let the Vision Guide You Focus on a Specific Market or Market Segment Clearly State the Main Problem or Benefit Describe What Makes Your Product Special Capture the Desired Benefits for the Business Make your Product Vision Board Testable Use a Collaborative Workshop to Create the Board Complement Your Strategy with a Business Model Sample Business Models Capturing the Business Model Using the Business Model to Create a Business Case Consider Your Product’s Ethicality Users First Fair Business Model Right Design and Technology Choices Environmental Impact Develop Variants and Unbundle Your Product Benefits Pitfalls to Avoid Product Strategy for Variants und Unbundled Products Take Advantage of Software Platforms Benefits and Drawbacks of Software Platforms Platform Tips Create a Product Bundle Benefits Pitfalls to Avoid Product Strategy Validation Iteratively Test and Correct Your Strategy Carry Out the Minimal Upfront Discovery Work Involve the Right People Use Data to Make Decisions Turn Failure into Opportunity Get Out of the Building Identify the Biggest Risk Determine the Key Risks Select the Biggest Risk Wash, Rinse, and Repeat Choose the Right Validation Techniques Directly Observe Users and Customers Carry Out Problem Interviews Use Product Fakes Build Spikes to Assess Technical Feasibility Don’t Rely on a Single Method and Separate Data Analysis from Data Collection Pivot, Persevere, or Stop Review and Analyse the Data Take the Right Action Plan and Track the Validation Work Timebox the Work Use a Kanban Board Use Stand-up and Weekly Review Meetings Product Strategy Reviews Choose the Right Key Performance Indicators (KPIs) Focus on Needs, Business, and Product Goals Use Health Indicators Set Realistic Targets Combine Quantitative and Qualitative KPIs Take Advantage of Trends Leverage Lagging and Leading Indicators Regularly Review and Adapt the KPIs Avoid These Common KPI Mistakes A List of Sample KPIs Regularly Review and Update the Product Strategy Five Factors Review Frequency Four Choices Combined Strategy and Roadmap Reviews Product Roadmap Foundations Understand the Benefits a Product Roadmap Can Offer Take Advantage of Goal-oriented, Outcome-based Product Roadmaps Practise Collaborative Product Roadmapping Base Your Roadmap on a Validated Product Strategy Get the Relationship Between the Roadmap and the Product Backlog Right Distinguish Internal and Public Product Roadmaps Avoid These Common Roadmapping Mistakes Stakeholders Determine the Roadmap Contents The Roadmap is Seen as a Fixed Plan The Roadmap is Speculative The Roadmap Results in a Death March The Roadmap Contains Epics and User Stories The Roadmap is Mistaken for a Release Plan Product Roadmap Development Take the Right Steps Capture Your Roadmap with the GO Template Set the Right Product Goals Derive the Product Goals from the Needs and Business Goals Use KPIs to Determine the Product Goals Employ Single Product Goals Don’t Mistake Features for Goals Make the Goals Measurable Prioritise the Product Goals Semantic Dependencies Cost of Delay Inter-Product Dependencies Get the Features on the Roadmap Right Determine Dates Window of Opportunity Steady Release Cadence Estimate Cost Top-Down Bottom-up vs Top-down Flexible Budget Fixed Budget/Development Team Balance Product Goals, Dates, and Cost Iron Triangle Primary Success Factor Secondary Success Factor Fixed vs Changing Success Factors Derive the Product Backlog from the Roadmap Align Related Products with a Portfolio Roadmap Leverage Collaborative Workshops Product Roadmap Reviews Track the Development Progress Inspect and Adapt the Roadmap Review Factors Review Frequency Involve the Right People and Hold the Individuals Accountable Epilogue Acknowledgments About the Author References