Overview

From Product Management to Product Leadership: The Advanced Use Cases takes on the critical organization role of Product Management with forwards by product and service leaders Flint Brenton, Rodrigo Flores and Dan Cohen. Building upon Silicon Valley lessons in leading Product Management organizations, the book's narrative reveals the hidden thinking that links business strategy to its successful execution. The book is organized into 5 chapters including: Advanced Thinking in Product Management, The Leadership Challenge in External Interactions, Leading with Technology and Channel Partners, Mergers and Acquisitions - The Product Angle and Product Portfolio Management, and How to Achieve Long Term Success. The reader will gain from several experts in the field, as they recall successes, challenges, opportunities, and pitfalls they have experienced and witnessed in their collective experiences. From exploring business philosophy to gleaning pragmatic tips, readers will experience a novel approach as they hone their product leadership skills.

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9780692088517

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Reviews

This book combines extensive, real-life experience, and looks at the life of a product manager from different angles. A Product Manager role differs when one considers the size and state of the company, life-cycle of the product, and, of course, overall strategy. All of these are addressed and helpful examples are provided as you turn from page to page. Whether you start as a product manager or have been in the role for a while, this book provides helpful guidance and chances to revisit your approach - inviting the reader to collect fresh ideas without being a study guide. This is a must-read for aspiring AND experienced product managers. Wayne draws from his vast experience, and that of his peers, to succinctly capture the nuances of what it takes to be a successful product manager. He systematically dives into various aspects of product management, identifying successful behaviors, and cautioning against pitfalls. Product management is, arguably, one of the most difficult roles in an enterprise. Any words of wisdom shared by experienced leaders like Wayne go a long way in helping emerging product leaders be successful. Whether you're a startup or a Fortune 500, the factors and circumstances that contribute to successful products are too numerous to quantify. Greene offers methods, philosophies, and thoughtful considerations - with a Silicon Valley twist - that guide would-be product leaders with real-world events and scenarios. The rising waves of a Digital Economy have [and will continue] to consist of cool products and obsessive services bundled together. For this reason, I strongly believe it is vital to capture and illuminate product-based thinking from the most seasoned corporate players, thought leaders, and doers - all of which Greene does in this book. In this book Mr. Greene brings a wealth of software development and cloud automation industry experience to the table. His high-tech experience ranges from Fortune 50 companies to startups, including startup Business Units within Fortune 50 companies. To Mr. Greene's credit, he collects a team of industry experts from an array of disciplines to round out his narrative. He assembles experts in product management, product marketing, channel management, partner sales enablement, business development, sales, and sales operations to provide multiple perspectives. He is able, therefore, to examine the product life cycle holistically - from ideation, to customer requirements, development, launch, promotion, maturity and, finally, retirement. This gives the book a 360 degree view of product solutions that include the many kinds of stakeholders, as well as their touch points on it from cradle to grave. Mr. Greene's knowledge is not all based upon one-and-done where he got it right the first time. He shares experiences where the rules changed, goal posts moved, playing field tilted, priorities reversed, wild geese chased, and errors made along the road to hard earned experience. This is reflected in the lessons learned in leadership, as well as the realization that it involves both art and science in making hard decisions. This is particularly apparent in the section on the high-performing product leadership team.

Author Information

Wayne Greene is a Product Management and IT industry veteran with experience in the areas of semiconductors, digital circuits, IT Operations Management, and Cloud. In addition to his experience with both hardware and software technologies, he is a driven product manager and marketer. His experience spans large companies, venture, and private equity backed smaller firms. Since 2016, Wayne has spent his time consulting, staff augmenting, and advising. He has worked with a variety of enterprise software outfits, including Blue Medora, Sovlabs, Cherwell, Collabnet, ITapp, and RigD, among others. Prior to this, he was a Senior Director of Product Management at VMware for three years in the Cloud Management Business Unit, leading teams on three different products: Automation, Operations, and Log Insight. He was at Cisco Systems for four years serving as Director of Product Management in the Intelligent Automation Business Unit, driving product strategy for a variety of automation projects, including launching a new Cloud Automation product. At Tidal Software, a provider of industry leading IT automation products, Wayne served as VP of Products and Marketing, working with the team to sell the company to Cisco. His first venture into the software vendor space was at the Wily Technology Division of CA as a Director of Competitive and Market Intelligence. For the prior 18 years, Wayne called Hewlett Packard home and served in a variety of positions in four major areas: IT Outsourcing and Enterprise Management Tool sets, IA64 Chipset design, HP Labs, and the Integrated Circuits Business Division. During those years, Wayne honed the craft of research, architecture, engineering, test, and production deployment across many different hardware and software technologies. Wayne holds six patents, has a PhD from University of California, Berkeley, and an S.B. from the Massachusetts Institute of Technology.

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