{"product_id":"inspired-second-edition-marty-cagan-9781119387503","title":"Inspired: How to Create Tech Products Customers Love | Marty Cagan","description":"\u003cdiv style=\"font-family: inherit; color: #333; line-height: 1.6;\"\u003e\n  \u003csection style=\"margin-bottom: 25px;\"\u003e\n    \u003cp style=\"font-size: 1.1em; font-weight: 500; margin-bottom: 20px; line-height: 1.5; color: #2c3e50;\"\u003eHow do today’s most successful tech companies—Amazon, Google, Facebook, Netflix, Tesla—design, develop, and deploy the products that have earned the love of literally billions of people around the world? In \u003cem\u003eInspired: How to Create Tech Products Customers Love (Second Edition)\u003c\/em\u003e, technology product management thought leader Marty Cagan provides a master class in how to structure and staff a vibrant, successful product organization.\u003c\/p\u003e\n    \n    \u003ch2 style=\"color: #2c3e50; font-size: 1.5em; border-bottom: 1px solid #eaeaea; padding-bottom: 5px; margin-top: 20px;\"\u003eBook Overview \u0026amp; Core Themes\u003c\/h2\u003e\n    \u003cp style=\"margin-bottom: 15px;\"\u003eThe thoroughly updated second edition is a complete rewrite sharing the latest practices and techniques of today’s most successful tech product companies. Cagan outlines how to discover and deliver technology products that customers love and that drive business success, moving organizations away from mercenary \"feature factory\" models toward empowered product teams.\u003c\/p\u003e\n    \u003cp style=\"margin-bottom: 15px;\"\u003eKey areas examined within this work include:\u003c\/p\u003e\n    \u003cul style=\"padding-left: 20px; margin-bottom: 15px;\"\u003e\n      \u003cli style=\"margin-bottom: 6px;\"\u003eAssembling the right cross-functional people and skillsets for empowered product teams.\u003c\/li\u003e\n      \u003cli style=\"margin-bottom: 6px;\"\u003eContinuous product discovery and dual-track Agile operations to validate ideas quickly.\u003c\/li\u003e\n      \u003cli style=\"margin-bottom: 6px;\"\u003eExplicitly tackling four core product risks: value, usability, feasibility, and business viability.\u003c\/li\u003e\n      \u003cli style=\"margin-bottom: 6px;\"\u003eReplacing feature-driven project roadmaps with outcome-based objectives and strong product culture.\u003c\/li\u003e\n    \u003c\/ul\u003e\n  \u003c\/section\u003e\n\n  \u003csection style=\"margin-bottom: 25px;\"\u003e\n    \u003ch2 style=\"color: #2c3e50; font-size: 1.5em; border-bottom: 1px solid #eaeaea; padding-bottom: 5px;\"\u003eAbout the Author\u003c\/h2\u003e\n    \u003cp style=\"margin-bottom: 15px;\"\u003e\u003cstrong\u003eMarty Cagan\u003c\/strong\u003e brings over three decades of high-level executive experience leading product organizations at market-defining technology firms, including serving as Senior Vice President of Product Management and Design for eBay, as well as holding senior engineering and leadership positions at AOL, Netscape, and HP. As the founder of the Silicon Valley Product Group (SVPG), Cagan directly advises world-class product organizations globally.\u003c\/p\u003e\n  \u003c\/section\u003e\n\n  \u003csection style=\"margin-bottom: 25px;\"\u003e\n    \u003ch2 style=\"color: #2c3e50; font-size: 1.5em; border-bottom: 1px solid #eaeaea; padding-bottom: 5px;\"\u003eCore Audience \u0026amp; Intended Use\u003c\/h2\u003e\n    \u003cul style=\"padding-left: 20px; margin-bottom: 15px;\"\u003e\n      \u003cli style=\"margin-bottom: 8px;\"\u003e\n\u003cstrong\u003eProduct Managers \u0026amp; Leaders:\u003c\/strong\u003e Widely recognized as the industry-standard reference manual for tech product management professionals worldwide.\u003c\/li\u003e\n      \u003cli style=\"margin-bottom: 8px;\"\u003e\n\u003cstrong\u003eStartup Founders \u0026amp; CTOs:\u003c\/strong\u003e Essential guidance for scaling product organizations and achieving true product\/market fit.\u003c\/li\u003e\n      \u003cli style=\"margin-bottom: 8px;\"\u003e\n\u003cstrong\u003eCorporate \u0026amp; Academic Programs:\u003c\/strong\u003e A core textbook utilized across executive training programs, MBA curricula, and software engineering courses.\u003c\/li\u003e\n    \u003c\/ul\u003e\n  \u003c\/section\u003e\n\n  \u003csection style=\"margin-bottom: 25px;\"\u003e\n    \u003ch2 style=\"color: #2c3e50; font-size: 1.5em; border-bottom: 1px solid #eaeaea; padding-bottom: 5px;\"\u003eProduct Specifications\u003c\/h2\u003e\n    \u003ctable style=\"width: 100%; border-collapse: collapse; margin-top: 15px; font-size: 0.95em;\"\u003e\n      \u003ctbody\u003e\n        \u003ctr\u003e\n          \u003cth style=\"border: 1px solid #ddd; padding: 10px; background-color: #f9f9f9; text-align: left; width: 35%;\"\u003eFull Title\u003c\/th\u003e\n          \u003ctd style=\"border: 1px solid #ddd; padding: 10px;\"\u003eInspired: How to Create Tech Products Customers Love (Second Edition)\u003c\/td\u003e\n        \u003c\/tr\u003e\n        \u003ctr\u003e\n          \u003cth style=\"border: 1px solid #ddd; padding: 10px; background-color: #f9f9f9; text-align: left;\"\u003eAuthor(s)\u003c\/th\u003e\n          \u003ctd style=\"border: 1px solid #ddd; padding: 10px;\"\u003eMarty Cagan\u003c\/td\u003e\n        \u003c\/tr\u003e\n        \u003ctr\u003e\n          \u003cth style=\"border: 1px solid #ddd; padding: 10px; background-color: #f9f9f9; text-align: left;\"\u003ePublisher \u0026amp; Imprint\u003c\/th\u003e\n          \u003ctd style=\"border: 1px solid #ddd; padding: 10px;\"\u003eJohn Wiley \u0026amp; Sons, Inc. (Silicon Valley Product Group Series)\u003c\/td\u003e\n        \u003c\/tr\u003e\n        \u003ctr\u003e\n          \u003cth style=\"border: 1px solid #ddd; padding: 10px; background-color: #f9f9f9; text-align: left;\"\u003ePublication Date\u003c\/th\u003e\n          \u003ctd style=\"border: 1px solid #ddd; padding: 10px;\"\u003eDecember 4, 2017\u003c\/td\u003e\n        \u003c\/tr\u003e\n        \u003ctr\u003e\n          \u003cth style=\"border: 1px solid #ddd; padding: 10px; background-color: #f9f9f9; text-align: left;\"\u003eBinding Format\u003c\/th\u003e\n          \u003ctd style=\"border: 1px solid #ddd; padding: 10px;\"\u003eHardcover (HC)\u003c\/td\u003e\n        \u003c\/tr\u003e\n        \u003ctr\u003e\n          \u003cth style=\"border: 1px solid #ddd; padding: 10px; background-color: #f9f9f9; text-align: left;\"\u003ePrint Length\u003c\/th\u003e\n          \u003ctd style=\"border: 1px solid #ddd; padding: 10px;\"\u003e349 Pages\u003c\/td\u003e\n        \u003c\/tr\u003e\n        \u003ctr\u003e\n          \u003cth style=\"border: 1px solid #ddd; padding: 10px; background-color: #f9f9f9; text-align: left;\"\u003eLanguage\u003c\/th\u003e\n          \u003ctd style=\"border: 1px solid #ddd; padding: 10px;\"\u003eEnglish\u003c\/td\u003e\n        \u003c\/tr\u003e\n        \u003ctr\u003e\n          \u003cth style=\"border: 1px solid #ddd; padding: 10px; background-color: #f9f9f9; text-align: left;\"\u003eISBN-13 \/ ISBN-10\u003c\/th\u003e\n          \u003ctd style=\"border: 1px solid #ddd; padding: 10px;\"\u003e9781119387503 \/ 1119387507\u003c\/td\u003e\n        \u003c\/tr\u003e\n        \u003ctr\u003e\n          \u003cth style=\"border: 1px solid #ddd; padding: 10px; background-color: #f9f9f9; text-align: left;\"\u003ePrimary Genre (BISAC)\u003c\/th\u003e\n          \u003ctd style=\"border: 1px solid #ddd; padding: 10px;\"\u003eBUS090000 \/ BUSINESS \u0026amp; ECONOMICS \/ E-Commerce \/ General\u003c\/td\u003e\n        \u003c\/tr\u003e\n        \u003ctr\u003e\n          \u003cth style=\"border: 1px solid #ddd; padding: 10px; background-color: #f9f9f9; text-align: left;\"\u003eSub-Genres (BISAC)\u003c\/th\u003e\n          \u003ctd style=\"border: 1px solid #ddd; padding: 10px;\"\u003eBUS070060 \/ COMPUTER \u0026amp; HIGH-TECH; BUS042000 \/ MANAGEMENT; COM051230 \/ SOFTWARE ENG\u003c\/td\u003e\n        \u003c\/tr\u003e\n        \u003ctr\u003e\n          \u003cth style=\"border: 1px solid #ddd; padding: 10px; background-color: #f9f9f9; text-align: left;\"\u003eItem Condition\u003c\/th\u003e\n          \u003ctd style=\"border: 1px solid #ddd; padding: 10px;\"\u003ePre-Owned \/ Very Good\u003c\/td\u003e\n        \u003c\/tr\u003e\n        \u003ctr\u003e\n          \u003cth style=\"border: 1px solid #ddd; padding: 10px; background-color: #f9f9f9; text-align: left;\"\u003eDimensions \u0026amp; Weight\u003c\/th\u003e\n          \u003ctd style=\"border: 1px solid #ddd; padding: 10px;\"\u003e6.30 x 1.30 x 9.10 inches | 20.8 oz (approx. 1.30 lbs)\u003c\/td\u003e\n        \u003c\/tr\u003e\n      \u003c\/tbody\u003e\n    \u003c\/table\u003e\n  \u003c\/section\u003e\n\n  \u003csection style=\"margin-bottom: 30px;\"\u003e\n    \u003ch2 style=\"color: #2c3e50; font-size: 1.5em; border-bottom: 1px solid #eaeaea; padding-bottom: 5px;\"\u003eFrequently Asked Questions About Inspired [Second Edition]\u003c\/h2\u003e\n    \n    \u003cdetails style=\"margin-bottom: 10px; border: 1px solid #eaeaea; padding: 10px; border-radius: 4px; background-color: #fcfcfc;\"\u003e\n      \u003csummary style=\"font-weight: bold; cursor: pointer; color: #2c3e50; outline: none;\"\u003eWhat core operational methodologies and frameworks does Marty Cagan present in Inspired?\u003c\/summary\u003e\n      \u003cp style=\"margin-top: 10px; margin-bottom: 0;\"\u003eThe book details the product management frameworks developed by the Silicon Valley Product Group (SVPG), focusing on continuous product discovery, dual-track Agile operations, product vision assembly, and risk management. Cagan outlines how empowered, cross-functional product teams explicitly tackle four core product risks before writing code: value risk (whether customers will buy\/use it), usability risk (whether users can figure out how to use it), feasibility risk (whether engineering can build it), and business viability risk (whether the solution works for sales, finance, legal, and compliance).\u003c\/p\u003e\n    \u003c\/details\u003e\n\n    \u003cdetails style=\"margin-bottom: 10px; border: 1px solid #eaeaea; padding: 10px; border-radius: 4px; background-color: #fcfcfc;\"\u003e\n      \u003csummary style=\"font-weight: bold; cursor: pointer; color: #2c3e50; outline: none;\"\u003eWhat primary professional experience informs Marty Cagan’s authority on technology product development?\u003c\/summary\u003e\n      \u003cp style=\"margin-top: 10px; margin-bottom: 0;\"\u003eMarty Cagan brings over three decades of high-level executive experience leading product organizations at market-defining technology firms, including serving as Senior Vice President of Product Management and Design for eBay, as well as holding senior engineering and leadership positions at AOL, Netscape, and HP. As the founder of the Silicon Valley Product Group, Cagan directly advises world-class product organizations globally, providing unmatched real-world authority on scaling tech products.\u003c\/p\u003e\n    \u003c\/details\u003e\n\n    \u003cdetails style=\"margin-bottom: 10px; border: 1px solid #eaeaea; padding: 10px; border-radius: 4px; background-color: #fcfcfc;\"\u003e\n      \u003csummary style=\"font-weight: bold; cursor: pointer; color: #2c3e50; outline: none;\"\u003eHow does the Second Edition of Inspired differ structurally and conceptually from the original 2008 edition?\u003c\/summary\u003e\n      \u003cp style=\"margin-top: 10px; margin-bottom: 0;\"\u003eThe Second Edition is a complete rewrite expanded to address modern enterprise and startup realities. It incorporates updated structures for scaling product teams, building product discovery roadmaps, replacing feature-driven project roadmaps with outcome-based objectives, managing corporate stakeholder alignment, and establishing high-performance product cultures within large-scale organizations.\u003c\/p\u003e\n    \u003c\/details\u003e\n\n    \u003cdetails style=\"margin-bottom: 10px; border: 1px solid #eaeaea; padding: 10px; border-radius: 4px; background-color: #fcfcfc;\"\u003e\n      \u003csummary style=\"font-weight: bold; cursor: pointer; color: #2c3e50; outline: none;\"\u003eHow is Inspired utilized in professional tech environments, corporate training, and university curricula?\u003c\/summary\u003e\n      \u003cp style=\"margin-top: 10px; margin-bottom: 0;\"\u003eWidely recognized as the industry-standard textbook for tech management, Inspired is used as a core reference for product managers, UX designers, chief technology officers, executive founders, and computer science\/MBA programs. It serves as a practical guide for transitioning organizations away from mercenary \"feature factory\" models toward empowered product teams measured by customer outcomes and business value.\u003c\/p\u003e\n    \u003c\/details\u003e\n\n    \u003cdetails style=\"margin-bottom: 10px; border: 1px solid #eaeaea; padding: 10px; border-radius: 4px; background-color: #fcfcfc;\"\u003e\n      \u003csummary style=\"font-weight: bold; cursor: pointer; color: #2c3e50; outline: none;\"\u003eWhat critical distinction does Cagan make between modern product discovery and traditional project management?\u003c\/summary\u003e\n      \u003cp style=\"margin-top: 10px; margin-bottom: 0;\"\u003eCagan demonstrates that traditional project management relies on top-down, waterfall feature delivery that shifts risk to the end of the development cycle, frequently resulting in failed releases. In contrast, modern product discovery utilizes rapid prototyping and continuous customer experimentation to validate ideas quickly, ensuring engineering bandwidth is spent exclusively on solutions proven to drive customer engagement and commercial viability.\u003c\/p\u003e\n    \u003c\/details\u003e\n\n    \u003c!-- Bust-Down Condition Notice Disclaimer --\u003e\n    \u003cdetails style=\"margin-bottom: 10px; border: 1px solid #eaeaea; padding: 10px; border-radius: 4px; background-color: #f4f6f8; border-left: 3px solid #2c3e50;\"\u003e\n      \u003csummary style=\"font-weight: bold; cursor: pointer; color: #2c3e50; outline: none;\"\u003eCondition Notice: Pre-Owned \/ Second-Hand Product\u003c\/summary\u003e\n      \u003cp style=\"margin-top: 10px; margin-bottom: 10px;\"\u003e\u003cstrong\u003eAll books, box sets, and multi-volume collections\u003c\/strong\u003e offered by Bust-Down Books are sold in pre-owned, used, and second-hand condition, unless explicitly designated as new in the individual product listing.\u003c\/p\u003e\n      \n      \u003cp style=\"margin-top: 10px; margin-bottom: 5px;\"\u003e\u003cstrong\u003eCondition Details \u0026amp; Grading:\u003c\/strong\u003e\u003c\/p\u003e\n      \u003cul style=\"padding-left: 20px; margin-bottom: 10px;\"\u003e\n        \u003cli style=\"margin-bottom: 6px;\"\u003e\n\u003cstrong\u003ePrevious Ownership:\u003c\/strong\u003e These items have been previously owned, handled, and read. As such, copies may exhibit typical signs of shelf wear, including but not limited to minor creasing, scuffing, edge wear, bent page corners, remainder marks, or spine softening. Hardcover editions may show minor dust jacket wear, edge chipping, or board rubbing.\u003c\/li\u003e\n        \u003cli style=\"margin-bottom: 6px;\"\u003e\n\u003cstrong\u003eMarkings \u0026amp; Personalization:\u003c\/strong\u003e Items may occasionally contain inscriptions, library stamps, owner names, marginalia, or highlighting. Individual item descriptions reflect significant deviations from standard acceptable condition.\u003c\/li\u003e\n        \u003cli style=\"margin-bottom: 6px;\"\u003e\n\u003cstrong\u003eSupplemental Materials:\u003c\/strong\u003e Secondary and digital components—such as publisher access codes, CD-ROMs, bonus inserts, registration keys, or workbook activity pages—are not guaranteed to be included, active, or unredeemed unless specifically stated in the product description.\u003c\/li\u003e\n      \u003c\/ul\u003e\n\n      \u003cp style=\"margin-top: 10px; margin-bottom: 5px;\"\u003e\u003cstrong\u003eFirst Sale Doctrine \u0026amp; Non-Affiliation Statement:\u003c\/strong\u003e\u003c\/p\u003e\n      \u003cp style=\"margin-top: 5px; margin-bottom: 10px;\"\u003eAll items sold on this platform are original, lawfully acquired copies being resold under the protection of the First Sale Doctrine (codified under U.S. copyright law, 17 U.S.C. § 109, and applicable international equivalents permitting the secondary resale of lawfully manufactured goods).\u003c\/p\u003e\n      \u003cp style=\"margin-top: 5px; margin-bottom: 0;\"\u003eBust-Down Books, LTD. is an independent, secondary-market bookseller. We are not affiliated with, endorsed by, authorized by, or sponsored by the original authors, copyright holders, publishers, or trademark owners of the titles offered for sale. All registered trademarks, author names, book titles, and publisher imprints remain the sole property of their respective owners and are used strictly for nominative identification and descriptive purposes.\u003c\/p\u003e\n    \u003c\/details\u003e\n  \u003c\/section\u003e\n\u003c\/div\u003e\n\n\u003cscript type=\"application\/ld+json\"\u003e\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@graph\": [\n    {\n      \"@type\": [\"Product\", \"Book\"],\n      \"name\": \"Inspired: How to Create Tech Products Customers Love (Second Edition)\",\n      \"author\": [\n        {\n          \"@type\": \"Person\",\n          \"name\": \"Marty Cagan\"\n        }\n      ],\n      \"isbn\": \"9781119387503\",\n      \"sameAs\": \"1119387507\",\n      \"bookFormat\": \"https:\/\/schema.org\/Hardcover\",\n      \"numberOfPages\": 349,\n      \"publisher\": {\n        \"@type\": \"Organization\",\n        \"name\": \"John Wiley \u0026 Sons, Inc.\"\n      },\n      \"datePublished\": \"2017-12-04\",\n      \"inLanguage\": \"en\",\n      \"image\": \"https:\/\/cdn.shopify.com\/s\/files\/1\/0855\/2077\/7531\/files\/9781119387503.jpg?v=1793237333\",\n      \"url\": \"https:\/\/bustdownbooks.com\/products\/inspired-second-edition-marty-cagan-9781119387503\",\n      \"offers\": {\n        \"@type\": \"Offer\",\n        \"priceCurrency\": \"USD\",\n        \"price\": \"1.99\",\n        \"availability\": \"https:\/\/schema.org\/InStock\",\n        \"itemCondition\": \"https:\/\/schema.org\/UsedCondition\"\n      },\n      \"about\": [\n        {\n          \"@type\": \"Thing\",\n          \"name\": \"BUS090000 \/ BUSINESS \u0026 ECONOMICS \/ E-Commerce \/ General\"\n        },\n        {\n          \"@type\": \"Thing\",\n          \"name\": \"BUS070060 \/ BUSINESS \u0026 ECONOMICS \/ Industries \/ Computer \u0026 High-Tech Industry\"\n        },\n        {\n          \"@type\": \"Thing\",\n          \"name\": \"BUS042000 \/ BUSINESS \u0026 ECONOMICS \/ Management Science\"\n        },\n        {\n          \"@type\": \"Thing\",\n          \"name\": \"COM051230 \/ COMPUTERS \/ Software Development \u0026 Engineering \/ General\"\n        }\n      ]\n    },\n    {\n      \"@type\": \"FAQPage\",\n      \"mainEntity\": [\n        {\n          \"@type\": \"Question\",\n          \"name\": \"What core operational methodologies and frameworks does Marty Cagan present in Inspired?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"The book details the product management frameworks developed by the Silicon Valley Product Group (SVPG), focusing on continuous product discovery, dual-track Agile operations, product vision assembly, and risk management. 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