Digital Transformation and Product Culture
Digital Transformation and Product Culture
How to put technology at the center of your company's strategy.
About the Book
All companies are already using or will eventually use technology and digital products to improve their daily lives, get closer to their customers, and improve their efficiency. The product management function's main objective is to connect the company's strategy and customer problems and needs through digital technologies. Product people must be digitally savvy, with a deep understanding of emerging technologies' impact on business success. What is digital transformation? Why go through this journey? What is needed to increase the chances of success in a digital transformation? How does it apply to different types of companies?
In this book, Joaquim Torres answers these and many other questions, sharing his learnings and experiences so that you can drive successful digital transformation processes. Any transformation usually requires a lot of effort, especially when it involves changes in behavior. Therefore, you will start from the concepts and principles that are the basis of behavior to develop a product culture and increase your company's digital maturity. Then, you will learn about tools and hacks from the author's expertise, connecting business, people, and technology, to plan and execute the digital transformation process with excellent results.
About the Author
Bundles that include this book
Table of Contents
- Foreword
- About the book
- Digital transformation and product management
- Who is this book for
- Structure of the book
- Who is this person to talk about Digital Transformation?
- What is your purpose?
- Acknowledgments
- Concepts
- The so-called digital transformation
- Project and product
- Uncertainty and digital transformation
- The impact of uncertainty on different industries
- Digital transformation is more about transformation than about being digital
- People have different previous experiences
- Types of company
- Digital companies
- Traditional companies
- The third type of company: born-digital traditional companies
- Type of company x digital maturity
- Is digital maturity a concept that only applies to traditional companies?
- Company nature vs digital maturity matrix
- How to improve digital maturity of your company?
- Business models
- B2C and B2B
- Platforms
- Marketplaces
- Agile, digital and product culture
- Agile culture
- Digital culture or product culture
- Putting it all together
- Principles
- Deliver early and often
- Why you need to be embarrassed
- Gympass Wellness
- Measuring and managing the productivity
- What about quality?
- Case study: Dasa Group
- Case study: Itaú Unibanco
- Focus on the problem
- The famous product discovery
- Why the “business demands => IT implements” does not work
- Case study: Magazine Luiza
- Result delivery
- Let’s remove the product from the center?
- Outsource or internal team?
- Number one priority of the team product development
- Case study: Centauro
- Ecosystem mindset
- Diversifying – and digitalizing – a product portfolio
- Using the ecosystem mindset in any company
- Case study: Tok&Stok
- Tools
- Product vision
- Product vision examples
- Suggested process for creating product vision
- Product strategy
- Market analysis
- SWOT analysis
- Defining the strategy
- Example: Gyaco
- Team structure
- Basic structure
- Product teams
- Structural teams
- Advanced topics
- OKRs
- Some precautions
- Where do OKRs come from?
- Scaling OKRs
- Measuring the digital maturity
- How to measure the digital maturity from a company?
- Real-life examples
- Hacks to help in the digital transformation journey
- Hack #1: Start small
- Hack #2: Alpha, beta, and go-live terminology
- Hack #3: What is the problem?
- Hack #4: Examples
- Hack #5: Digital and business drops
- Hack #6: Showcase
- Hack #7: Productizing exceptions
- Tools that are potential strengths of incumbents
- First tool: Data
- Second tool: Domain knowledge
- People
- Conclusion: it’s all about people
- One more element is missing
- All set, shall we start?
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