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Turn Ideas Into Products


A Playbook for Defining and Delivering Technology Products

We’ve all heard stories of amazing product successes: the brilliant college kid who started a business in his dorm room; the team who built a business from the back of a napkin with just a few friends and sold it for millions. Yet for every amazing success story, there are thousands of stories of products that went nowhere.

For most of us, we’re not looking at billion-dollar valuations; we’re not looking for an exit. Instead we have a few ideas — some innovative, some not — and we’re trying to determine which to pursue. Likely, you’re working for a company today and you need a step-by-step approach to turn ideas, regardless of their source, into businesses.

In his new book, author Steve Johnson introduces a nimble idea-to-market process with strong emphasis on personal experience with customers. From business planning to product launch, this approach for managing products empowers your product team to work smarter and collaborate better with colleagues and customers.

Available in Kindle and paperback from Amazon. Or buy the ePub version via PayPal

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(Not ready to buy? Read an excerpt in Create Your Own Product Adventure.)

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Create Your Own Product Adventure

Adventure cover

This excerpt from the book Turn Ideas Into Products introduces the key steps in a modern product life cycle process. Most product management and development methods take a “step 1, 2, 3” approach as if you’re starting from nothing. They assume you don’t already have a product in some phase of its life cycle. However, the reality is this: most of us don’t start from the beginning. We usually start somewhere in the middle.

Product leaders are often called on to jump in midstream. Explore two product journeys in this quick read.

Look Beyond the Product

Ebook look beyond the product

Today’s agile development methods are great but don’t miss the forest for the trees. You still need a vision, a roadmap, and clarity of team roles to succeed. Look Beyond the Product explains what today’s executives need to know about agile development methods and the business of managing products.


ASPIRE to your Capabilities

Ebook aspire to your capabilities

So you’ve got an idea for a company or a product. Most often, the first step is to estimate the costs and revenues to see if you can deliver it profitably. But before you start running the financials, ask yourself, “Is this product a good fit for my organization?”

On Roadmaps and Roadmapping

Ebook on roadmaps and roadmapping

Product and portfolio roadmaps are key deliverables in any product planning process. A roadmap looks beyond what you’re doing now. It explores not where you’ll be soon but where you could be a year or more down the road.

Customer Interviews: A Field Guide

Ebook customer interviews

Every marketing person will tell you that customer interviews provide deep insights on the product, its promotion, your sales team effectiveness, and your company strategy. What they often fail to do is explain, exactly, how to conduct an interviewing program.

Expertise in Product Management

Ebook expertise in product management

Product managers are overwhelmed with too many responsibilities that require too many areas of expertise. One part of the company expects domain expertise while another values market expertise. How do you organize your team for success?