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How to Create Tech Products Customers Love Part 2

Behind Every Great Product

might be a startup co-founder or CEO, or they might be someone in
another role on the team who stepped up because they saw the need.
Further, this product management role is very distinct from the
design, engineering, marketing, or project manager roles.
This book is intended for these people.
Within modern technology product teams, the product manager
has some very specific and very challenging responsibilities. It’s a
tremendously difficult job, and anyone who tries to tell you otherwise
is not doing you any favors.
The product manager role is usually very much a full-time
assignment. I don’t personally know many who are able to do what they
need to do in less than 60 hours a week.
It’s great if you’re a designer or an engineer who also wants to
serve as a product manager—there are some real advantages to that.
But you’ll find out pretty quickly that you’re taking on an immense
amount of work. If you’re up for that, however, the results can be
A product team is comprised of at least a product manager and
usually somewhere between 2 and 10 engineers. If you’re creating a
user-facing product, you would expect to have a product designer on
your team as well.
In this book, we explore the situation wherein you might have to
use engineers or designers in a different location or from an agency or
outsourcing firm. But regardless of how you assemble your team, this
job and this book assume you have a team assigned to work with you
to design, to build, and to deliver a product.
Products and Services
There are many kinds of products out there, but in this book, I
concentrate exclusively on products that are powered by technology.
Some of what we explore in this book may help you if you’re
building non-tech products, but there are no guarantees in that case.
Frankly, there are already a wide variety of readily accessible resources
for non-tech products such as most consumer packaged goods, and for
product managers of these non-tech products.
My focus is on the unique issues and challenges associated with
building technology-powered products, services, and experiences.
Some good examples of the sweet spot that we explore are
consumer-service products, such as e-commerce sites or marketplaces
(e.g., Netflix, Airbnb, or Etsy), social media (e.g., Facebook, LinkedIn,
or Twitter), business services (e.g.,, Workday, or
Workiva), consumer devices (e.g., Apple, Sonos, or Tesla), and mobile
applications (e.g., Uber, Audible, or Instagram).

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