David Fradin - Building Insanely Great Products: Some Products Fail, Many Succeed… This is their Story: Lessons from 47 years of experience including Hewlett-Packard, Apple, 75 products, and 11 startups later

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Building

Insanely

Great

Products

Some Products Fail, Many Succeed

This is their Story

______________________________

Lessons from 47 years of experience including

Hewlett-Packard, Apple, 75 products,

and 11 startups later

______________________________

David Fradin

SPICE CATALYST MEDIA

Building Insanely Great Products

Collaborating Editor - Carolyn Keyes, Tracy Wester and Gary Chesnutis

Cover Design & Layout - Eduardo Padrn

www.7-publishing.com

ISBN-13: 978-1540736062

ISBN-10: 1540736067

Copyright 2014 By David Fradin

All Rights Reserved

All rights reserved. This book was self-published by the author David Fradin under Spice Catalyst Media. No part of this book may be reproduced in any form by any means without the express permission of the author. This includes reprints, excerpts, photocopying, recording, or any future means of reproducing text.

If you would like to reuse this book or its content in any way, please contact us at BuildingInsanelyGreatProducts.com.

Published in the United States by Spice Catalyst Media

Contents

_____________________

FOREWORD

________________________

Ive been called the father (or grandfather and sometimes godfather) of modern product management. Ive been advocating the strategic role of product management for over 20 years.

While at Pragmatic Marketing, I trained literally tens of thousands of product managers and product marketing managers. Since 2012, I have focused on helping teams implement best practices and Ill be incorporating many of the ideas from this book.

David Fradin and I have taken parallel paths that have crossed quite a few times.

Along the way, weve learned that companies often dont know why they succeed and why they fail. Many rely on luck; too many rely on HIPPOthe highest paid person's opinion. And if you dont know why you succeed, you wont know how to succeed again.

David has seen both success and failure.

Building Insanely Great Products explains the details behind both with a roadmap to every step from idea to market.

Alas, todays tech industry is somewhat age-ist. We just dont like old people - theyre expensive and they dont embrace every crazy new idea that comes along. Kids are cheaper and embrace new ideas easily. But alas, the kids are missing the experience of years.

David Fradin is an old guy. He combines experience with the ability to embrace new concepts, as youll see in Building Insanely Great Products.

His anecdotes inspire and inform, and he offers specific techniques to address poor implementation of killer ideas. For instance, personas are developed by product managers as part of the business case, not by an agency developing a promotion plan.

If youre responsible for managing and marketing products, youll be impressed with the scope of Building Insanely Great Products.

Figure 1 Steve Johnson

- Steve Johnson, creator of Under10 Playbook software and author of Look Beyond the Product

CHAPTER ONE

____________________________

Product Failure and Product Success

Figure 2 Product Failure and Success

This book is dedicated to one goal: To help you learn the lessons I have learned so you can reduce product failure, and enhance the chances of product success.

I know a lot about product failure. I have been responsible for many of them. I have also seen many, many others fail - either up close or from a distance.

One learns a lot from failure.

When I was at the University of Michigan, I started the flying club. As I was working on my FAA Certified Flight Instructors rating, I taught - in the hostile learning environment of a closed and very noisy airplane pounding through the air at dozens of miles per hour and in three dimensions that students learn best by enabling the student to make mistakes. But, of course, when I trained a couple dozen pilots to pay for my way through college, I set the limit as to causing no damage to the plane, anything on the ground and, of course, the student or me.

While the goal of this book is indeed lofty, it will actually be fairly easy to follow the keys to success and build insanely great products. And, while it took me over 45 years to figure it out, Im happy to share these keys with you from the lessons I learned through multiple product failures and successes.

Unfortunately, a lot of the secret sauce found in this book is rarely, if ever, taught in MBA programs throughout the world. What is presented here, that is not taught elsewhere, will help you to avoid product failures. The mistakes that product managers repeat over and over again (simply because they have been taught to manage their projects incorrectly) will be exposed and clearly identified so that you will not follow in their failed footsteps.

This groundbreaking, in-the-trenches work enabled me to finally understand what needs to be done to successfully build insanely great products.

Since that time, I have endeavored to share this knowledge through a series of online courses covering the entire product lifecycle.

In addition, I wrote the first textbook on the subject entitled, Foundations in the Successful Management of Products, published by Wiley and Sons, which truly is the definitive guide to successful management of products, covering over 130 key topics in-depth across seven volumes. At the time of this writing, August 2016, Foundations is in editing at Wiley, and should be available soon, to help everybody responsible for managing products to achieve an unprecedented level of success.

This book is from the series of Building Insanely Great Products books. The others are entitled:

Organizing and Managing Insanely Great Products: Some Products Fail, Many Succeed this is how to organize, hire the right people and manage them

Table of Contents:

• Getting Started with Organizing and Managing Insanely Great Products
• The History and Future of Building Insanely Great Products
• Values are the Bedrock of Success
• Organizing the Management of Insanely Great Products
• The Insanely Great Product Management Lifecycle and Process
• Insanely Great Product for Startups and Entrepreneurs
• Understanding the Future Impacts on Insanely Great Products
• Required Organizational and Individual Competencies for Managing Insanely Great Products

Marketing Insanely Great Products : Some Products Fail, Many Succeed this is how to Market them

Table of Contents:

• Introduction to Marketing
• What is Marketing?
• Marketing Differences
• 5 Marketing 11 Ps, Objectives, Strategies, Types and Techniques
• Social Media Marketing
• Media, Mix and Plan
• Messaging and Content
• Packaging, Bundling and Promotions
• Marketing Communications
• Timing, Budgeting Schedule, ROI Schedule and Metrics
• Developing a Marketing Plan How, Not Just What

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