Building Insanely Great Products: Some Products Fail, Many Succeed…This is their Story is dedicated to one goal: To help you learn how you can enhance the chances of product success and reduce product failure.
Steve Jobs coined the term “Building Insanely Great Products” and this book with many real-life examples tell the story of what he meant by that phrase and how every organization can build insanely great products and services.
Building Insanely Great Products covers the six keys to success, how to do market research, the importance of customer loyalty, innovation and design, using personas for development and not just marketing, determining the product’s value proposition, the correct way to prioritize product features, market sizing that works, market segmentation, product positioning, distribution strategy, product lifecycle framework and process, and the customer journey and digital transformation.
As Steve Johnson, the grandfather of product management training says “... we’ve learned that companies often don’t know why they succeed and why they fail. Many rely on luck; too many rely on “HIPPO”—the highest paid person's opinion. And if you don’t know why you succeed, you will not know how to succeed again.
David Fradin was a classically trained product manager at Hewlett-Packard during the 50 years that HP grew 20% a year. Apple recruited him to bring the first hard disk drive on a personal computer to market. He soon rose in Apple’s management ranks to the same level as Steve Jobs by heading the Apple /// product line and providing the profits which helped fund the development of the Macintosh. Since 1969 he has worked on over 75 products and services, at 25 small, medium and large organizations and eleven startups covering hardware, software, services, internet, SaaS, mobile, advertising, online training, video and for non-profit public policy associations and political campaigns.
Paperback: 196 pages
Publisher: CreateSpace Independent Publishing Platform (November 24, 2016)
In Building Insanely Great Products, author David Fradin combines personal experiences, industry history, and powerful tools and techniques for a broad tour of product management activities. Fradin using his SPICES metaphor—Strategy, Process, Information, Customers, Employees, and Systems & tools—to touch on the most important aspects of product management.
He writes, "Building insanely great products is not about being a visionary. It is about understanding exactly what people do."
Fradin touches on the most important tools and techniques for product managers, such as personas and positioning. He also recommends my preferred methods for market research: observe, interview, then survey.
New product managers will benefit from the plethora of examples while more experienced product managers will find helpful reminders of techniques they may have forgotten.
I wrote the foreword to the book and I’m pleased to be quoted in the text as well.
A historical view of the best product management methods
I had the opportunity to interview David Fradin and found out more about this book. I fell in love with it on Day 1, it's been an intriguing read and I know it'll benefit me and my clients for years to come as I've found new ways to see how a successful business runs.
In case you didn't know, David has worked on the same level that Steve Jobs did with Apple. David helped the company produce winning ad campaigns and product campaigns from LITERAL LOSERS (as defined by company stocks & projections).
If you want some great wisdom and business know-how, look no further.
A great read for aspiring product managers looking to make a greater impact.
David introduces 6 key S-P-I-C-E-S for building insanely great products and then walks through (in great detail) the importance of each and how you can introduce these spices at your company.
Throughout the book, David keeps things interesting with relevant anecdotes and stories from his impressive career at HP and Apple. Would highly recommend!