by Martina Lauchengco | Sep 13, 2018
Marty’s Note: The following article was written by long-time SVPG Partner, Martina Lauchengco. Martina is one of our industry’s true thought leaders in marketing, product, and especially product marketing. She is also the brains behind SVPG. I have...
by Marty Cagan | Oct 16, 2016
Recently I gave a keynote address to the Mind The Product Conference in London, and in that talk I wanted to illustrate, by example, the essential role that very strong product managers play for their team and their company. Most people noticed that all six of my...
by Marty Cagan | Jan 20, 2015
There are of course many ways to come up with significant new product ideas. Historically, the two main approaches have been: 1) to try to assess the market opportunities and pick potentially lucrative areas where significant pain exists; and 2) to look at what the...
by Marty Cagan | Nov 1, 2012
In my last article I wrote about the trends of continuous discovery and continuous delivery. At the end of the article I pointed out that while I love these techniques because overall they are much better for our customers, and for our ability to rapidly improve our...
by Martina Lauchengco | Apr 28, 2012
Jane is supporting the launch of Product X, a new release her company is really excited about. She is on the marketing team. Armed with her launch checklist, she schedules a meeting with John, the product manager. At the meeting, John answers all of her questions,...
by Marty Cagan | Oct 31, 2011
Earlier I expanded on the notion of Minimum Viable Product (MVP) and I promised a series of articles that explores aspects of MVP Tests that often cause product teams confusion. In this article, I’d like to discuss the relationship between the MVP Tests, Product...
by Marty Cagan | Aug 24, 2011
One of the most important concepts in all of software is the notion of minimum viable product (often referred to as “MVP”). But if you’ve been around software products for a while, you know that term is used in many different ways, and while the term intuitively...
by Martina Lauchengco | Feb 28, 2011
Back when I was a product manager for Microsoft Office, we spent hundreds of thousands on positioning research. Messaging lived for years on store shelves, so getting it “right” was important. We thought about every word and enforced consistency, summarily dismissing...
by Martina Lauchengco | Jan 12, 2011
I recently asked the founder of a startup what he most wanted to know about marketing. He said, “What’s the best way to get publicity without feeling spammy?” He’s actually done it already: build a great product customers love. His Read-It-Later IOS apps and browser...
by Marty Cagan | Jul 11, 2010
I am writing this article sitting on yet another international flight, and I wanted to discuss what I believe to be the start of a truly transformational trend. I have always enjoyed working with teams internationally and especially in developing markets. There is a...
