About Building Insanely Great Products by David Fradin:
Building Insanely Great Products is dedicated to one goal: to help you learn how you can enhance the chances of product success and reduce product failure. Steve Jobs coined the term “building insanely great products” and this book, with many real-life examples, tells the story of what he meant by that phrase and how every organization can build insanely great products and services. Building Insanely Great Products covers the six keys to success, how to do market research, the importance of customer loyalty, innovation and design, using personas for development and not just marketing, determining the product’s value proposition, the correct way to prioritize product features, market sizing that works, market segmentation, product positioning, distribution strategy, product lifecycle framework and process, and the customer journey and digital transformation. As Steve Johnson, the grandfather of product management training says: “We’ve learned that companies often don’t know why they succeed and why they fail. Many rely on luck; too many rely on ‘HIPPO’ – the highest paid person’s opinion. And if you don’t know why you succeed, you won’t know how to succeed again.”
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Author Bio:
He was classically trained as an HP Product Manager and was then recruited by Apple to bring the first hard disk drive on a PC to market and later became the Apple /// Business Unit Manager at the same level as Steve Jobs.
He is the author of “Building Insanely Great Products,” “Organizing and Managing Insanely Great Products,” and the Wiley published “Successful Product Design and Management” all available now on Amazon.
He has trained companies such as Cisco on these topics worldwide.