1. 1 The Top 12 Product Management Mistakes – And How To Avoid Them Martin Cagan, Silicon Valley Product Group

2. 2

3. 3 Product Management Mistakes Number 1: Confusing Customer Requirements with Product Requirements

4. 4 Product Management Mistakes Number 2: Confusing Innovation with Value

5. 5 Google

6. 6 Product Management Mistakes Number 3: Confusing Yourself with Your Customer

7. 7 Product Manager’s Bookshelf Alan Cooper –The Inmates Are Running the Asylum

8. 8 Product Management Mistakes Number 4: Confusing the Customer with the User

9. 9 Product Management Mistakes Number 5: Confusing Features with Benefits

10. 10 Number 6: Confusing Building Right Product with Building Product Right Product Management Mistakes

11. 11 Danger’s Sidekick II

12. 12 Product Management Mistakes Number 7: Confusing Good Product with Good Business Model

13. 13 TiVo

14. 14 Product Management Mistakes Number 8: Confusing Inspiring Features with “Nice-to-Have” Features

15. 15 Apple’s iPod

16. 16 BMW Motorcycles

17. 17 Product Management Mistakes Number 9: Confusing Adding Features with Improving Product

18. 18

19. 19 Product Management Mistakes Number 10: Confusing Impressive Specifications with an Impressive Product

20. 20 Product Management Mistakes Number 11: Confusing Complete Product with a Sellable Product

21. 21 Product Management Mistakes Number 12: Confusing Product Launch with Success

22. 22 Looking for More Info? www.svproduct.com Blog and Newsletter Articles and White Papers: “Behind Every Great Product” “How To Write a Good PRD” “Dirty Dozen Product Pitfalls”

23. 23 Looking for Training? Product Manager Training Customized for: Your Products and Market Your Product Development Process Your Organizational Structure Your Company Culture E-Mail: cagan@svproduct.com