Solving Product
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Reference Guide for Modern Product Managers
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- Lean B2B
More About This Title Solving Product
- English
English
A book that actually teaches you how to create growth in a product business
Solving Product is not a big idea book. It's a book entrepreneurs and product teams are using to drive real results in their organizations.
The book helps them:
Reveal the gaps in their business models
Clarify the challenges they’re facing
Carefully weigh alternative solutions for addressing blockers and driving new growth
Learn from their prospects and customers with the right customer research techniques
Lay out clear action plans to address the issues
Make their organizations more customer-centric
It's everything you need to know about growing a product from Idea to Maturity
Solving Product is exhaustive. It contains actionable advice from hundreds of product leaders and customer research experts, and features over 25 case studies.
No matter where you are in the product growth cycle—at the idea stage, at maturity, or somewhere in between—the book will help you find new growth.
The book is used by thousands of organizations around the world
Solving Product is actively in use by product teams and entrepreneurs in:
Startups: Entrepreneurs and early-stage teams are using the content to find their business opportunities, identify competitive advantages, validate their concepts, and iterate their early products' value until they find product/market fit.
Scaleups: Growing startups are using the book to reduce friction, fine-tune their positioning, test acquisition channels, and expand into new markets.
Mature Product Organizations: Established companies are using the overarching framework to identify their business' bottlenecks, the supporting content to make their organizations more customer-centric, and the various tools in the book to train and level-up their product teams.
Accelerators & Incubators: From Canada to Lebanon, to the United-States and Singapore, accelerators and incubators have been structuring their programs around the content of the book, often even using the content to train the founders in their programs.
A book you’ll find yourself going back to, time and time again
Solving Product is a different type of book.
It's structured in a way so you can put it on your desk and thumb through it whenever you face a growth challenge in your organization.
You can read it from beginning to end, or navigate to the section you need to drive new growth.
You'll be going back to the content, time and time again. Solving Product is not a book you'll read once, then simply put away.
Solving Product is not a big idea book. It's a book entrepreneurs and product teams are using to drive real results in their organizations.
The book helps them:
Reveal the gaps in their business models
Clarify the challenges they’re facing
Carefully weigh alternative solutions for addressing blockers and driving new growth
Learn from their prospects and customers with the right customer research techniques
Lay out clear action plans to address the issues
Make their organizations more customer-centric
It's everything you need to know about growing a product from Idea to Maturity
Solving Product is exhaustive. It contains actionable advice from hundreds of product leaders and customer research experts, and features over 25 case studies.
No matter where you are in the product growth cycle—at the idea stage, at maturity, or somewhere in between—the book will help you find new growth.
The book is used by thousands of organizations around the world
Solving Product is actively in use by product teams and entrepreneurs in:
Startups: Entrepreneurs and early-stage teams are using the content to find their business opportunities, identify competitive advantages, validate their concepts, and iterate their early products' value until they find product/market fit.
Scaleups: Growing startups are using the book to reduce friction, fine-tune their positioning, test acquisition channels, and expand into new markets.
Mature Product Organizations: Established companies are using the overarching framework to identify their business' bottlenecks, the supporting content to make their organizations more customer-centric, and the various tools in the book to train and level-up their product teams.
Accelerators & Incubators: From Canada to Lebanon, to the United-States and Singapore, accelerators and incubators have been structuring their programs around the content of the book, often even using the content to train the founders in their programs.
A book you’ll find yourself going back to, time and time again
Solving Product is a different type of book.
It's structured in a way so you can put it on your desk and thumb through it whenever you face a growth challenge in your organization.
You can read it from beginning to end, or navigate to the section you need to drive new growth.
You'll be going back to the content, time and time again. Solving Product is not a book you'll read once, then simply put away.
- English
English
Étienne Garbugli is the lead instructor, and CEO of Lean B2B.
He's a three-time startup founder (Highlights, Flagback, and HireVoice), a five-time entrepreneur, and a customer research expert.
In 2014, he published the first edition of Lean B2B: Build Products Businesses Want. The Lean B2B Methodology has helped thousands of entrepreneurs and innovators around the world build successful businesses.
Étienne is also the author of Solving Product, Find Your Market, and The SaaS Email Marketing Playbook.
He's a three-time startup founder (Highlights, Flagback, and HireVoice), a five-time entrepreneur, and a customer research expert.
In 2014, he published the first edition of Lean B2B: Build Products Businesses Want. The Lean B2B Methodology has helped thousands of entrepreneurs and innovators around the world build successful businesses.
Étienne is also the author of Solving Product, Find Your Market, and The SaaS Email Marketing Playbook.
- English
English
Table of Contents
1
Inception
Chapter 1 – Introduction
Hockey Stick Growth is a Lie
Why Growth Stalls
Chapter 2 – Isolating the Issues
How Gaps Affect Your Business
Visualizing the Gaps in Your Business
How Clear Is Your Growth Recipe?
Chapter 3 – Asking the Right Questions
Stage 1: Idea
Is This Idea Worth Pursuing?
The Challenge
The Rubik’s Cube Dilemma
Laying Out the Foundations
Directionally Accurate
Chapter 4 – Finding a Customer Job
Finding a Customer Job
Techniques You Can Use
Making Progress
How Statflo Found Its Opportunity
Taking Action
Chapter 5 – Finding a Competitive Edge
Techniques You Can Use
Making Progress
How Hiten Shah and Marie Prokopets Learn from the Competition
Taking Action
Chapter 6 – Framing the Value
Techniques You Can Use
Making Progress
How LinkedIn Sales Navigator Found Its Value Proposition
Taking Action
Chapter 7 – Validating Your Product Idea
Techniques You Can Use
Making Progress
How Drift Got Pre-Sales
Taking Action
Stage 2: Startup
Will It Work?
The Challenge
The Opportunity
Making Progress & Moving Forward
Creating & Sustaining Momentum
Chapter 8 – Evaluating the Value Delivered
Creating Customer Proximity
Techniques You Can Use
Making Progress
How Gym Fuel Created Customer Proximity
Taking Action
Chapter 9 – Refining Your Ideal Customer Profile
Techniques You Can Use
Making Progress
How Superhuman Focused on the HXC
Taking Action
Chapter 10 – Iterating Customer Value
Techniques You Can Use
Making Progress
How Flowtown Reduced Early Friction
Taking Action
Chapter 11 – Evaluating Product/Market Fit
Techniques You Can Use
Making Progress
When PayPal Found PMF
Taking Action
Stage 3: Growth
Can It Scale?
The Challenge
What Got You Here Won’t Get You There
Why Statflo Changed Customer Research Strategy
The Opportunity
Clear Actions
Chapter 12 – Finding the Leaks in Your Funnel
Techniques You Can Use
Making Progress
How Grubhub Built Product Habits
Taking Action
Chapter 13 – Understanding Why Customers Buy
Techniques You Can Use
Making Progress
How Clarity Learned Why Its Best Customers Buy
Taking Action
Chapter 14 – Aligning What (and How) You Sell
Techniques You Can Use
Making Progress
How PandaDoc Found Its ‘Best’ Messaging
Taking Action
Chapter 15 – Finding the Best Acquisition Channels
Techniques You Can Use
Making Progress
How Brandisty Got the Wrong Model Market Fit
Taking Action
Stage 4: Expansion
Can It Get Bigger?
The Challenge
Where New Growth Comes From
The Opportunity
Moving the Business Forward
Chapter 16 – Finding Valued Product Improvements
Techniques You Can Use
Making Progress
How Hiten Shah and Marie Prokopets Improved FYI
Taking Action
Chapter 17 – Finding Other Segments to Target
Techniques You Can Use
Making Progress
How Poppulo Went from a Red to a Blue Ocean
Taking Action
Chapter 18 – Improving Product Attractiveness
Techniques You Can Use
Making Progress
How LANDR Expanded Its Market
Taking Action
Chapter 19 – Uncovering New Product Opportunities
Techniques You Can Use
Making Progress
How ProfitWell Expanded Its Product Line
Taking Action
Stage 5: Maturity
Can We Find More Growth?
Escaping Experience Rot at VWO
The Challenge
The Opportunity
Compounding Wins
Chapter 20 – Compounding Growth Experiments
Techniques You Can Use
Making Progress
How Rocketrip Got Diverted From Its Goal
Taking Action
Chapter 21 – Maximizing Product Effectiveness
Techniques You Can Use
Making Progress
How the Market Changed for Basecamp
Taking Action
Chapter 22 – Assessing Remaining Opportunities
Techniques You Can Use
Making Progress
How Mailchimp Uses Onboarding to Segment Its Users
Taking Action
Chapter 23 – Maximizing Revenue and Profitability
Techniques You Can Use
Making Progress
How Book’n’Bloom Expanded Internationally
Taking Action
Retrospective
Chapter 24 – Adjusting Learning Goals
Continuous Learning = Continuous Growth
Finding Gaps in Your Answers
How Sachin and His Team Refined Their Market Assumptions
Making Progress
Chapter 25 – Making It Work in Your Organization
Diagnosing Your Organization
Easing in Customer Research in the Organization
How Dr. Sam Ladner Drives Change Internally
Finding Opportunities for Customer Research
Defining the Research Questions
Table of Contents vii
378
Building Consensus Within the Team
383
How Statflo Creates Alignment
384
Making Progress
387
Chapter 26 – Conclusion
388
A Few Caveats
390
Parting Words
394
Building Blocks
394
Building Blocks
395
Finding Early Adopters
398
Recruiting Prospects for Interviews
402
Recruiting Users or Customers for Interviews
405
Setting Up Customer Interviews
408
Conducting User or Customer Interviews
413
Defining Tasks for User Tests
415
Conducting User Tests
418
Creating Effective Surveys
421
Defining Your North Star Metric
424
Learning in Business-to-Business-to-Consumer (B2B2C)
426
Acting on Customer Insights
428
Managing Customer Expectations at Feather
429
Making Customer Insights Actionable
432
How Guillaume Cabane Took Learnings to the Next Level
1
Inception
Chapter 1 – Introduction
Hockey Stick Growth is a Lie
Why Growth Stalls
Chapter 2 – Isolating the Issues
How Gaps Affect Your Business
Visualizing the Gaps in Your Business
How Clear Is Your Growth Recipe?
Chapter 3 – Asking the Right Questions
Stage 1: Idea
Is This Idea Worth Pursuing?
The Challenge
The Rubik’s Cube Dilemma
Laying Out the Foundations
Directionally Accurate
Chapter 4 – Finding a Customer Job
Finding a Customer Job
Techniques You Can Use
Making Progress
How Statflo Found Its Opportunity
Taking Action
Chapter 5 – Finding a Competitive Edge
Techniques You Can Use
Making Progress
How Hiten Shah and Marie Prokopets Learn from the Competition
Taking Action
Chapter 6 – Framing the Value
Techniques You Can Use
Making Progress
How LinkedIn Sales Navigator Found Its Value Proposition
Taking Action
Chapter 7 – Validating Your Product Idea
Techniques You Can Use
Making Progress
How Drift Got Pre-Sales
Taking Action
Stage 2: Startup
Will It Work?
The Challenge
The Opportunity
Making Progress & Moving Forward
Creating & Sustaining Momentum
Chapter 8 – Evaluating the Value Delivered
Creating Customer Proximity
Techniques You Can Use
Making Progress
How Gym Fuel Created Customer Proximity
Taking Action
Chapter 9 – Refining Your Ideal Customer Profile
Techniques You Can Use
Making Progress
How Superhuman Focused on the HXC
Taking Action
Chapter 10 – Iterating Customer Value
Techniques You Can Use
Making Progress
How Flowtown Reduced Early Friction
Taking Action
Chapter 11 – Evaluating Product/Market Fit
Techniques You Can Use
Making Progress
When PayPal Found PMF
Taking Action
Stage 3: Growth
Can It Scale?
The Challenge
What Got You Here Won’t Get You There
Why Statflo Changed Customer Research Strategy
The Opportunity
Clear Actions
Chapter 12 – Finding the Leaks in Your Funnel
Techniques You Can Use
Making Progress
How Grubhub Built Product Habits
Taking Action
Chapter 13 – Understanding Why Customers Buy
Techniques You Can Use
Making Progress
How Clarity Learned Why Its Best Customers Buy
Taking Action
Chapter 14 – Aligning What (and How) You Sell
Techniques You Can Use
Making Progress
How PandaDoc Found Its ‘Best’ Messaging
Taking Action
Chapter 15 – Finding the Best Acquisition Channels
Techniques You Can Use
Making Progress
How Brandisty Got the Wrong Model Market Fit
Taking Action
Stage 4: Expansion
Can It Get Bigger?
The Challenge
Where New Growth Comes From
The Opportunity
Moving the Business Forward
Chapter 16 – Finding Valued Product Improvements
Techniques You Can Use
Making Progress
How Hiten Shah and Marie Prokopets Improved FYI
Taking Action
Chapter 17 – Finding Other Segments to Target
Techniques You Can Use
Making Progress
How Poppulo Went from a Red to a Blue Ocean
Taking Action
Chapter 18 – Improving Product Attractiveness
Techniques You Can Use
Making Progress
How LANDR Expanded Its Market
Taking Action
Chapter 19 – Uncovering New Product Opportunities
Techniques You Can Use
Making Progress
How ProfitWell Expanded Its Product Line
Taking Action
Stage 5: Maturity
Can We Find More Growth?
Escaping Experience Rot at VWO
The Challenge
The Opportunity
Compounding Wins
Chapter 20 – Compounding Growth Experiments
Techniques You Can Use
Making Progress
How Rocketrip Got Diverted From Its Goal
Taking Action
Chapter 21 – Maximizing Product Effectiveness
Techniques You Can Use
Making Progress
How the Market Changed for Basecamp
Taking Action
Chapter 22 – Assessing Remaining Opportunities
Techniques You Can Use
Making Progress
How Mailchimp Uses Onboarding to Segment Its Users
Taking Action
Chapter 23 – Maximizing Revenue and Profitability
Techniques You Can Use
Making Progress
How Book’n’Bloom Expanded Internationally
Taking Action
Retrospective
Chapter 24 – Adjusting Learning Goals
Continuous Learning = Continuous Growth
Finding Gaps in Your Answers
How Sachin and His Team Refined Their Market Assumptions
Making Progress
Chapter 25 – Making It Work in Your Organization
Diagnosing Your Organization
Easing in Customer Research in the Organization
How Dr. Sam Ladner Drives Change Internally
Finding Opportunities for Customer Research
Defining the Research Questions
Table of Contents vii
378
Building Consensus Within the Team
383
How Statflo Creates Alignment
384
Making Progress
387
Chapter 26 – Conclusion
388
A Few Caveats
390
Parting Words
394
Building Blocks
394
Building Blocks
395
Finding Early Adopters
398
Recruiting Prospects for Interviews
402
Recruiting Users or Customers for Interviews
405
Setting Up Customer Interviews
408
Conducting User or Customer Interviews
413
Defining Tasks for User Tests
415
Conducting User Tests
418
Creating Effective Surveys
421
Defining Your North Star Metric
424
Learning in Business-to-Business-to-Consumer (B2B2C)
426
Acting on Customer Insights
428
Managing Customer Expectations at Feather
429
Making Customer Insights Actionable
432
How Guillaume Cabane Took Learnings to the Next Level
- English
English
With Solving Product, Étienne Garbugli has written a practical and motivating primer on how to drive growth by leveraging the greatest resource at your disposal: Your customers. Étienne’s framework is incredibly valuable both for new founders looking to cultivate traction—as well as mature companies who need to launch new product lines and expand their services.”
Sam Shepler
Founder & CEO, Testimonial Hero
“Everyone knows that research is a requirement for improving growth processes, but very few people know which particular research practices are right for their current goals. This book collects the world’s brightest ideas on this topic, and organizes them in a way that makes it easy for anyone to know exactly which techniques will achieve outsized returns.”
Samuel Hulick
Founder, UserOnboard
“Solving Product is the best roundup of lean thinking for B2B firms. It’s most useful for established firms in their growth or renewal phases but it offers a lot of value for startups as well. Garbugli has a good eye for quotes from variety of entrepreneurs and lean practitioners that crystallize a particular insight or lesson learned. He offers a mix of practical techniques for customer research complemented by a wealth of case studies.”
Sean K. Murphy
Founder & Principal of SKMurphy
“No matter where you are in the product growth cycle—in the early stages of sparking and shaping a new idea, fanning the flames of growth, or seeking strategies to stem complacency and loss of market share—Solving Product will meet you where you are and lead you out of the darkness. Each section and chapter is packed with immediately actionable tips and tactics. I highly recommend keeping it within reach at all times.”
Amanda Robinson
Product Manager, Salesfloor
Sam Shepler
Founder & CEO, Testimonial Hero
“Everyone knows that research is a requirement for improving growth processes, but very few people know which particular research practices are right for their current goals. This book collects the world’s brightest ideas on this topic, and organizes them in a way that makes it easy for anyone to know exactly which techniques will achieve outsized returns.”
Samuel Hulick
Founder, UserOnboard
“Solving Product is the best roundup of lean thinking for B2B firms. It’s most useful for established firms in their growth or renewal phases but it offers a lot of value for startups as well. Garbugli has a good eye for quotes from variety of entrepreneurs and lean practitioners that crystallize a particular insight or lesson learned. He offers a mix of practical techniques for customer research complemented by a wealth of case studies.”
Sean K. Murphy
Founder & Principal of SKMurphy
“No matter where you are in the product growth cycle—in the early stages of sparking and shaping a new idea, fanning the flames of growth, or seeking strategies to stem complacency and loss of market share—Solving Product will meet you where you are and lead you out of the darkness. Each section and chapter is packed with immediately actionable tips and tactics. I highly recommend keeping it within reach at all times.”
Amanda Robinson
Product Manager, Salesfloor
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