Kevin J. Brennan - Digital Product Management

A lot of books have been written about modern product management. Most of them sell you an ideology, but fall short in explaining how to practically take on the challenges. This book fixes this gap. It brings together the plethora of techniques needed by a modern product manager, from creating a Vision to leading an Agile development team. Highly recommended for any product manager looking to increase the impact of the digital products they are creating!

Pieter Hens , Product Coach and Professor of Product Management
at the University of Leuven

This book delivers an excellent and practical guide to digital product management skills, culture and mindset. It is particularly useful for those new to, or interested in, the product management discipline as well as current practitioners wishing to develop their skills. It provides engaging insight into core product management capabilities and ways of working which are invaluable to any digitally-centred team, business unit or organisation.

Roy Kee Son , Product Management Consultant, Orange Pie Consulting

This book provides a very good introduction into the emerging field, both for product managers transitioning from physical to digital product roles and for people moving laterally into product management from other careers. I particularly enjoyed the relevant choices and emphasis on practices which embody what makes product management both special and critical. The authors help pull the readers past a superficial cataloguing of activities and into an understanding of what makes for good product management. Youll be glad you read it, as I am.

Scott Sehlhorst , President, Tyner Blain;
Product Management and Strategy Consulting

This book is perfect for a business analyst who is looking to transition into a product focused role or wants a better understanding of the stakeholders they interact with. It covers the complete life cycle, not only how product decisions are made, but how these ideas are developed into actionable products that deliver value to the customer. The chapter on software development is essential reading for those who are looking to transition into the digital space.

Martin Pendlebury , Senior Business Analyst;
Senior Leadership Team, Young Business Analysts (YBA)

I wish this had been available when I first started a digital product management role as a postgraduate. This book effectively captures the essence of product management a perpetual juggling act between the needs of the customer and the business and equips readers with the tools to balance strategic vision with the realities of software delivery. I would recommend it to any business analyst or software professional interested in exploring this exciting role.

Alexandra Koyfman , Analyst, PDMS;
Senior Leadership Team, Young Business Analysts (YBA)

This is an excellent introduction to product management and gives an in-depth view into how this discipline has evolved to cater for digital products. The inclusion and focus on how to deliver value to your customers is particularly valuable, giving thorough, understandable advice, backed up by data to underpin the readers understanding. I would highly recommend this to any colleagues wanting a go-to manual for digital product management.

Joanne Fahy Gilbertson , Senior Business Analyst, University of Manchester;
Senior Leadership Team, Young Business Analysts (YBA)

Having recently expanded my remit at work to include digital product management, Ive been delighted to read through this offering from BCS. It has given me a great grounding in the discipline, and I look forward to returning to it as my journey with digital product management continues.

Dr Craig W. Docherty , Business Analyst, BJSS (Scotland);
Young Business Analysts (YBA)

Anyone interested in product management would find this book a useful addition to their library. It contains a core set of tools that you can use to succeed in a product management role. The book starts by explaining the differences between traditional product management and digital product management a distinction which organisations have to embrace as the world becomes more digitised. The book goes on to explain how to deal with the challenge of having unstructured problems. The book was particularly unique in its explanation of how different members of digital product teams can contribute to specific areas, leading to success of the product. I found the book very insightful, and will be keeping a copy nearby for reference.

Kay Hardy , Senior Service Designer;
Cofounder, Young Business Analysts (YBA)

This book offers a deep and practical insight into how to effectively manage the entire end to end product lifecycle. It offers advice that is relevant to any business trying to form and deliver customer led products. It is full of effective tools that can be referred back to at any time to keep any product manager on their toes. A must read for those starting out in product management and established product managers alike or for anyone seeking new and optimal ways to deliver valuable customer led products.

Samantha Bland , Senior Product Manager

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The right of Kevin J. Brennan, Sallie Godwin and Filip Hendrickx to be identified as authors of this work has been asserted by them in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.