Part I Lessons From Top Tech Companies 1
Chapter 1 Behind Every Great Company 5
Chapter 2 The Role of Technology 12
Chapter 3 Strong Product Leadership 17
Chapter 4 Empowered Product Teams 23
Chapter 5 Leadership in Action 25
Chapter 6 A Guide to EMPOWERED 27
Part II Coaching 31Chapter 7 The Coaching Mindset 33
Chapter 8 The Assessment 40
Chapter 9 The Coaching Plan 47
Chapter 10 The One-on-One 65
Chapter 11 The Written Narrative 73
Chapter 12 Strategic Context 76
Chapter 13 Sense of Ownership 81
Chapter 14 Managing Time 87
Chapter 15 Thinking 90
Chapter 16 Team Collaboration 93
Chapter 17 Stakeholder Collaboration 98
Chapter 18 Imposter Syndrome 102
Chapter 19 Customer-Centricity 105
Chapter 20 Integrity 109
Chapter 21 Decisions 114
Chapter 22 Effective Meetings 120
Chapter 23 Ethics 124
Chapter 24 Happiness 128
Chapter 25 Leader Profile: Lisa Kavanaugh 134
Part III Staffing 139Chapter 26 Competence and Character 142
Chapter 27 Recruiting 146
Chapter 28 Interviewing 151
Chapter 29 Hiring 155
Chapter 30 Remote Employees 159
Chapter 31 Onboarding 164
Chapter 32 New Employee Bootcamp 170
Chapter 33 Performance Reviews 174
Chapter 34 Terminating 176
Chapter 35 Promoting 179
Chapter 36 Leader Profile: April Underwood 182
Part IV Product Vision and Principles 187Chapter 37 Creating a Compelling Vision 190
Chapter 38 Sharing the Product Vision 195
Chapter 39 Product Principles and Ethics 201
Chapter 40 Leader Profile: Audrey Crane 203
Part V Team Topology 209Chapter 41 Optimizing for Empowerment 212
Chapter 42 Team Types 216
Chapter 43 Empowering Platform Teams 220
Chapter 44 Empowering Experience Teams 224
Chapter 45 Topology and Proximity 229
Chapter 46 Topology Evolution 233
Chapter 47 Leader Profile: Debby Meredith 236
Part VI Product Strategy 241Chapter 48 Focus 246
Chapter 49 Insights 251
Chapter 50 Actions 258
Chapter 51 Management 261
Chapter 52 Leader Profile: Shan-Lyn Ma 264
Part VII Team Objectives 269Chapter 53 Empowerment 274
Chapter 54 Assignment 280
Chapter 55 Ambition 285
Chapter 56 Commitments 288
Chapter 57 Collaboration 292
Chapter 58 Management 295
Chapter 59 Accountability 298
Chapter 60 Objectives in Perspective 301
Chapter 61 Leader Profile: Christina Wodtke 304
Part VIII Case Study 309Chapter 62 Company Backgrounder 312
Chapter 63 Company Objectives 314
Chapter 64 Product Vision and Principles 317
Chapter 65 Team Topology 319
Chapter 66 Product Strategy 325
Chapter 67 Product Team Objectives 334
Chapter 68 Business Results 343
Chapter 69 Key Takeaways 346
Chapter 70 Leader Profile: Judy Gibbons 349
Part IX Business Collaboration 355Chapter 71 The Role of Product Leaders 357
Chapter 72 Stakeholder Management vs. Collaboration 360
Chapter 73 Shared Insights and Learning 363
Chapter 74 Keeping the Lights On 365
Chapter 75 Evangelism 367
Chapter 76 Leader Profile: Avid Larizadeh Duggan 370
Part X Inspired, Empowered, And Transformed 375Chapter 77 Meaningful Transformation 377
Chapter 78 Transformation in Action 380
Chapter 79 TRANSFORMED 386
Chapter 80 The Most Important Thing 389
Chapter 81 The Destination 392
Acknowledgments 396
About the Authors 398
Learning More 400
Index 401
MARTY CAGAN is the founder of the Silicon Valley Product Group, sharing senior-level experience and best practices with leading technology companies. He is an in-demand global speaker, advisor, author and executive coach. Before starting SVPG, Marty served as a product executive for some of the most successful companies in the world, including Hewlett- Packard, Netscape Communications, and eBay. He is the author of the bestselling INSPIRED: How To Create Tech Products Customers Love. CHRIS JONES has spent more than 25 years building and leading product teams that defined new product categories at companies including Lookout, Symantec, and Vontu. A holder of multiple patents, he has discovered and developed new products in consumer and enterprise mobile, web, data, and platform services. Since joining SVPG, Chris has worked directly with over 100 companies ranging from startups to Fortune 500 companies across a wide variety of technologies, business models, and industries.
Praise for EMPOWERED
"EMPOWERED dives deep into the tough organizational and
cultural issues that get in the way of most companies I work with
today. This is the experience and advice I've been waiting for in
one book."
-Jeff Patton, Product Process and Design Coach
"I've known Chris for well over a decade. He is one of the
finest product leaders I know. The product managers who worked for
him went on to become great product leaders themselves, in some of
the best tech companies around. If you want to learn from the best,
this book captures those lessons."
-Doug Camplejohn, EVP and GM, Sales Cloud, Salesforce
"Once again, Marty's wisdom and unique perspective have
synthesized best-in-class companies, cultures, and leaders into a
thesis and set of principles that are transformational. Easy to
consume and apply, EMPOWERED is a must read for product
leaders and all leaders who are convinced there must be a better
way."
-Chuck Geiger, former CTO Chegg, IAC, PayPal, eBay,
Wine.com, Travelocity
"If you're leading product people or even the whole product
organization of your company, this book is for you. It's the first
book to outline the underlying philosophy behind stellar product
organizations from a leader's perspective, and its many examples
make it easy to understand these concepts and apply them in your
company's environment."
-Petra Wille, Product Leadership Coach
"As one of the most respected leaders on product globally, Marty
takes us for a fascinating ride that will help you become a better
product leader so you can do what you do best-create satisfying,
engaging experiences for your users and customers."
-Simon Zhang, CEO, Growing IO
"To thrive in this age of constant disruption, companies must
accelerate innovation and continuously deliver products customers
love. A higher level of consistent innovation can only come from
truly empowered teams. Over the past several years, Marty's
insights, practical advice, and wisdom have been immensely valuable
during our transformation to a highly empowered product
organization. In this book, Marty provides an essential blueprint
for building empowered teams. If you are serious about achieving
extraordinary business results and developing a product innovation
culture you can be truly proud of, this is a must-read!"
-Shamim Mohammad, SVP, Chief Information and Technology
Officer, CarMax
"I've had the good fortune to work with Marty for many years,
and yet, every time he comes out with a new book or article, I'm
filled with both excitement and fear. What new product techniques
are our competitors using that we are missing? EMPOWERED
hits the mark dead on and provides a recipe for creating great
products. Marty has a knack for making difficult product techniques
seem both necessary and tangible. Read the book and rejuvenate your
company!"
-Jeff Trom, CTO, Workiva
"The core challenge of all tech companies today is to be a truly
product-led organization, with continuous product innovation
resulting in sustainable competitive advantage. EMPOWERED to
change their companies in order to survive and thrive."
-Frerk-Malte Feller, COO, Afterpay
"If you are wondering what will ensure your company survives, or
why your products are failing, read this book. This is the 'how
to'' manual for building great product companies that last."
-Amanda Richardson, CEO, CoderPad
"I included INSPIRED as mandatory reading for anyone
joining my product development teams. Now I'll add EMPOWERED
to the list of mandatory reading."
-Joca Torres, CPO, Gympass
"INSPIRED has been a manual for our team to build better
products. EMPOWERED is now a manual to build a stronger
team. Everything I've read from SVPG is spot on, and often feels
like I can use it the same day."
-Ian Cairns, Head of Product for Twitter Developer
Platform
"EMPOWERED is first and foremost about permission.
Companies have to give themselves the permission to orient around a
culture of product centricity. Everything from org structure, to
technology, to culture and coaching derives from this. And nothing
embodies this idea more than Marty's writings."
-Punit Soni, founder, CEO, Suki
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