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With this practical guide, you'll learn how to understand the needs of external customers without requirements elicitation or sign-offs, the difference between customer and business value, and why you need to create both. You'll discover how to respond to changes in the market and the actions of competitors. You'll understand how to develop new products, launch them into the market, and how to deliver business outcomes through the maturity and eventual retirement of your product.

Digital Product Management

I.

INTRODUCTION





1.

Understanding Digital Products





II.

STRATEGY HORIZON





2.

Value Proposition Development and Jobs-to-be-done





3.

Market Strategy and Positioning





III.

TACTICAL HORIZON





4.

Competitive Analysis





5.

Customer Experience





6.

Roadmap Development





IV.

OPERATIONAL HORIZON





7.

Product Development Value Stream





8.

Business Process Value Streams





9.

Data and Feedback





V.

PRODUCT SUCCESS





10.

Managing and Delivering Outcomes