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

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

4 Product Management Mistakes Number 2: Confusing Innovation with Value

5 Google

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

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

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

9 Product Management Mistakes Number 5: Confusing Features with Benefits

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

11 Danger’s Sidekick II

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

13 TiVo

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

15 Apple’s iPod

16 BMW Motorcycles

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

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

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

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

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

23 Looking for Training? Product Manager Training Customized for: Your Products and Market Your Product Development Process Your Organizational Structure Your Company Culture