The Top 12 Product Management Mistakes - And How to Avoid Them by Martin Cagan at SVPMA Monthly Event February 2005

1. The Top 12 Product
Management Mistakes
– And How To Avoid Them
Martin Cagan, Silicon Valley Product Group
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3. Product Management Mistakes
Number 1:
Confusing
Customer Requirements
with Product Requirements
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4. Product Management Mistakes
Number 2:
Confusing
Innovation with Value
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5. Google
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6. Product Management Mistakes
Number 3:
Confusing
Yourself with Your Customer
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7. Product Manager’s Bookshelf
• Alan Cooper
– The Inmates Are Running the Asylum
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8. Product Management Mistakes
Number 4:
Confusing
the Customer with the User
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9. Product Management Mistakes
Number 5:
Confusing
Features with Benefits
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10. Product Management Mistakes
Number 6:
Confusing
Building Right Product with
Building Product Right
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11. Danger’s Sidekick II
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12. Product Management Mistakes
Number 7:
Confusing
Good Product with
Good Business Model
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13. TiVo
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14. Product Management Mistakes
Number 8:
Confusing
Inspiring Features with
“Nice-to-Have” Features
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15. Apple’s iPod
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16. BMW Motorcycles
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17. Product Management Mistakes
Number 9:
Confusing
Adding Features with
Improving Product
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19. Product Management Mistakes
Number 10:
Confusing
Impressive Specifications
with an Impressive Product
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20. Product Management Mistakes
Number 11:
Confusing
Complete Product with a
Sellable Product
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21. Product Management Mistakes
Number 12:
Confusing
Product Launch
with Success
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22. Looking for More Info?
 www.svproduct.com
 Blog and Newsletter
 Articles and White Papers:
• “Behind Every Great Product”
• “How To Write a Good PRD”
• “Dirty Dozen Product Pitfalls”
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23. Looking for Training?
 Product Manager Training
 Customized for:
• Your Products and Market
• Your Product Development Process
• Your Organizational Structure
• Your Company Culture
 E-Mail:
 cagan@svproduct.com
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