FW: New Book 42 Rules of Product Management (time sensitive)

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Saranda West

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Nov 3, 2010, 2:09:25 PM11/3/10

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From: 280 Group (Brian Lawley)

Sent: Wednesday, November 03, 2010 11:55 AM

To:

Subject: New Book 42 Rules of Product Management (time sensitive)

Dear Pam,

PLEASE FORWARD THIS EMAIL TO ALL THE PRODUCT
MANAGERS YOU KNOW - THANKS!

The 280 Group is very excited to announce the availability
of our next 280 Group Press book, The 42 Rules of Product
Management: Learn the Rules of Product Management from
Leading Experts around the World. To create this book we
asked dozens of leading product management authors,
experts, bloggers and thought-leaders to each contribute
and we chose the best rules from all submissions.

The book is available NOW, and we have arranged for an
AMAZING deal worth almost a thousand dollars for those
who purchase it in the next 24 hours.

Anyone who purchases the book from Amazon.com
(printed http://amzn.to/ahqRG9 or Kindle version
http://amzn.to/9DnkoU FROM AMAZON ONLY) and
provides their receipt and/or order number at
www.aipmm.com/42rules will receive the following
(almost a $1000 value):

One year AIPMM (Association of International
Product Marketing & Management) membership
($125 value)
Copy of the 280 Group Competitive Analysis
Toolkit ($99 value)
$100 discount on the 280 Group Product
Management Office Professional
$20 discount on any 280 Group Toolkit
$300 discount on the Agile Certified Product
Manager Self-Study Course and Exam AND/OR
the Certified Product Manager Self-Study Course
and exam

THIS OFFER EXPIRES FRIDAY NOVEMBER 5TH AT
NOON PACIFIC STANDARD TIME – NO EXCEPTIONS
SO PLEASE DON’T ASK!

The 42 Rules of Product Management is unique in that
we enlisted the help of a group of product management
experts with over 500 years of combined product
management experience. Edited by Brian Lawley and
Greg Cohen of the 280 Group, the book includes one
rule from each expert designed to help you be more
successful and effective as a product manager. Learn
from the successes and failure of the experts so that
you can be a better product manager, lead your team
more effectively and advance your career.

42 rules of product management

You can order the book now from Amazon in paperback
http://amzn.to/ahqRG9 or on Kindle http://amzn.to/9DnkoU.
Then simply go to www.aipmm.com/42rules and
follow the directions – you will then receive membership,
download instructions for the toolkit and coupon codes
for the discounts.

Below is more about the book…order it now!

42 Rules of Product Management™ Learn the Rules of Product Management from Leading Experts Around the World! '42 Rules of Product Management' is a collection of product management wisdom from forty experts from around the world. With over five hundred years of combined hands-on product management and product marketing experience, the authors each shares one rule that they think is critical to know to succeed in product management. Whether you are a seasoned and experienced product manager or are just starting out, '42 Rules of Product Management' will help you lead with greater effectiveness and influence. Packed with pearls of product management wisdom, this book has something for everyone. Best of all, it was written with the busy product manager in mind. Each rule is kept to two pages and designed to stand-on its own. They can be read in any order. In less than five minutes a day, you can learn from forty of the best product managers in the world.

	Introduction (from the book) Back when I started my career as a product manager, things were quite different than they are today. There were no books or training courses. There were no product management associations, blogs, or newsletters. Email was just in its infancy and the World Wide Web was merely an experiment being conducted by a small group of elite technologists. The only way that you learned chow to be a great product manager was by trial and (often painful) error. Occasionally, if you were lucky, you would have a manager who could teach you the subtleties and mentor you (I had several and they made a huge difference in my career). My, how things have changed. There are all kinds of resources available to help you learn the profession of product management. Product management has grown up; companies are recognizing what a key role it plays in the success or failure of their products and their overall results. And along with all of this, there are many product management experts who have emerged that are enthusiastic about sharing what they have learned about the profession. The goal of this book is to expose you to the wisdom and knowledge from a group of the world's leading product management experts. Among the contributors, there are leading authors, professors, CEOs and vice presidents, bloggers, consultants, trainers, and even a few salespeople and engineers. In total, there are over five centuries of collected wisdom represented here. To put the book together, we reached out to a large number of people throughout the world. (If you were not included, please don't be offended. Email us and let us know so we can include you in future projects like this.) The rules were submitted over a two-month period. Each rule stands on its own, and they are not in any particular order in the book. It is our sincere hope that the rules in this book will help make your product management career more enjoyable and more successful. And equally important, we hope that it will lead to you shipping products that your customers love and that are wildly successful and highly profitable.

Praise for 42 Rules of Product Management

List of Rules & Authors

'Rules Are Meant To Be Broken' by Greg Cohen,
Senior Principal Consultant, 280 Group
'Work on Products You Are Passionate About' by
Brian Lawley, CEO and Founder, 280 Group
'Beware the Requirements Death Spiral' by
Greg Cohen, Senior Principal Consultant, 280 Group
'Think Like an Entrepreneur' by Linda Gorchels,
Director of Executive Marketing Education,
Wisconsin School of Business and author of
The Product Manager's Handbook
'Learn to Say "No" to Customers' by Ivan Chalif,
Blogger, The Productologist
'Product Management is Inherently Political' by
Rich Mironov, Author, The Art of Product Management
'There Is a Fine Line Between Knowing It All
and Being a Know-It-All' by Alyssa Dver, CEO,
Mint Green Marketing
'Market Research Must Be Actionable' by
Luke Hohman, Founder and CEO,
The Innovationn Games Company
'The Two-Week Rule' by Marty Cagan,
Author, Inspired
'Focus on the Needs of Your Market, Not
Just Individual Requests from Individual
Customers' by Jeff Lash, Blogger, How to
Be a Good Product Manager
'No Surprises' by Jim Reekes, Senior
Principal Consultant, 280 Group
'Be Data-Driven by the Consumers of
Your Product' by Kevin Epstein, Author,
Marketing Made Easy
'90-360-3' by Dan Torres, Senior
Director of Global Product Management,
Kensington Computer Products
'Open Up More Possibilities by Bringing
Creativity into Your Role as a Product
Manager' by Natalie Yan-Chatonsky,
Product Management Consultant,
brainmates pty ltd
'Get Your Hands Dirty' by John Cook,
VP of Consumer PC Marketing, Hewlett
Packard Company
'Get Out of the Office' by Paula Gray,
Applied Cultural Anthropologist, AIPMM
'You Do Not Own Your Product' by
Linda Merrick, Founder, Pivotal PM
'Carve Out "Think" Time' by Adrienne Tan,
Director, brainmates pty ltd
'Get the Market Segmentation Right!' by
David Fradin, Senior Principal Consultant,
280 Group
'Clarify Your Product Positioning before
Your Next Important Decision' by
Fritz Mueller, Senior Director of
Product Management, i365
'Clearly Define and Align Your Roles and
Responsibilities' by Tom Evans,
Principal Consultant, Lucrum Marketing
'Write It Down!' by Sarah Rosenbaum Gaeta,
Senior Director of Content Product Management
& Sales Enablement, Plastic Logic
'Make Sure You Have Clear Priorities' by
Dan Olsen, Co-Founder and CEO, YourVersion
'Salespeople Don't Just Want to
Make Lots of Money' by Dave Dersh,
VP of Consulting and Training, 280 Group
'Create a Culture of Openness' by Erick Krock,
Chief Marketing Officer, Voximate
'Align Your Product Strategy with the Company
Strategy--Then Sell It!' by Mara Kreips, Founder,
Pivotal PM
'Short, Standardized Cycle Times Drive
Predictability' by James Moorehead,
VP of Product Management, Support.com
'Find Market Problems Worth Solving' by
Nick Coster, Director, brainmates pty ltd
'A Business Is Not a Democracy' by
Phil Burton, Senior Principal Consultant,
280 Group
'Agility Is Key to Product Management Success'
by Matthew Bookspan, Director of Product
Management, Voxeo
'Tap Into Your Customers' by Jen Berkley,
Founder, The Insight Advantage
'Determine Your Marketing Approach Early--
and Wisely' by Barbara Rice, Senior Principal
Consultant, 280 Group
'Let the Customer End the Debate' by
Noel Adams, President, Clearworks
'Differentiation Isn't Enough, You Have to
Be Better' by Paul Alexander Gray, Consultant,
brainmates pty ltd
'Act Like a Child' by Michaela Zwinakis,
VP of Solution Management, Governance
Risk, and Compliance Solutions, SAP
'Decide What You Are Going to--and Not Do'
by Mike Freier, Senior Principal Consultant,
280 Group
'Establish Trust and Leadership' by Developing
Good Relationships with Team Members and
Fostering Communication across Functions by
Howard Rosenfield, Founder and Principal
Consultant, Matanzas Creek Consulting, LLC
'Great Execution Trumps a Great Product Idea'
by Janet George, Director of Research Engineering,
Yahoo! Research
'Be All You Can Be' by Reena Kapoor, Founder
and Chief Strategist, Conifer Consulting
'I Can See Clearly Now: The Transformational
Power of Transparency' by Christine Crandell,
Senior Vice President of Global Marketing,
Accept Software
'Always Be Learning' by Therese Padilla,
Co-Founder and President, AIPMM
'These Are Our Rules. What Are Yours?' by
Greg Cohen, Senior Principal Consultant, 280 Group

About the Editors

Brian Lawley is the CEO and founder of the 280
Group. During his twenty five year career in
Product Management and Product Marketing
he has shipped more than fifty successful
products. He is the former President of the
Silicon Valley Product Management Association,
won the 2008 AIPMM award for Excellence in
Thought Leadership for Product Management
and is the author of the best-selling books
'Expert Product Management' and 'The
Phenomenal Product Manager'. He is a
Certified Product Manager and Certified Product
Marketing Manager and has been featured on
CNBC's World Business Review and the Silicon
Valley Business Report and writes articles for
a variety of publications including the Product
Management 2.0 newsletter and Blog.

Greg Cohen is a Senior Principal Consultant
with the 280 Group and a 15 year Product
Management veteran with extensive experience
and knowledge of Agile development, a
Certified Scrum Master, and former President
of the Silicon Valley Product Management
Association. He has worked and consulted
to venture start-ups and large companies
alike and has trained product managers
throughout the world on Agile development,
road mapping, feature prioritization, product
lifecycle process, and product management
assessment. Greg is the author of the book
'Agile Excellence for Product Managers' and
a speaker and frequent commentator on
product management issues.

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