Chapter 12 — The Marketing Requirements Document

Chapter 15 — Concept Selection

Killing your babies and selecting the right concepts to prototype.

Chapter 17 — Prototyping in Agile and Lean

Minimum Viable Products, Sprints, and other terms that will…

Chapter 13 — Concept Generation Part I

Divergent thinking and product concepts — welcome to the…

Chapter 20 — Product Launch

Launch. Holy shit. Let’s talk about the launch management system.

Chapter 9 — Customer Needs III: Jobs To Be Done

Chapter 21 — Product Development Post-Launch

Where you’re going, you don’t need roads, but you might…

Chapter 7 — Customer Needs Introduction

Yes, even more content on Customer Needs and Voice of the…

Chapter 4 — Marketing

Marketing is about meeting customer needs profitably.

Chapter 8 — Customer Needs II: Design Thinking

Design Thinking is a human-centered approach to solving…