Marty Cagan
Bio
To be clear, Marty Cagan, is not an official supporter of Evolved; no support should be assumed. At the same time, we think curious people should be aware of their work.
Personal or Business or Community websites:
More Publications
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**Summary:**
Marty Cagan is the author of *INSPIRED*, co-author of *EMPOWERED* and *TRANSFORMED*, and a key contributor to the SVPG “Product is Hard” box set. He has written numerous influential articles and essays on product management, strategy, team development, and leadership—many of which are widely referenced in the global product community.
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## Books
### 1. **INSPIRED: How to Create Tech Products Customers Love**
**Author:** Marty Cagan
**Description:**
This foundational book reveals how the world’s leading tech companies—like Amazon, Google, and Netflix—define, design, and deliver products that customers love. Cagan provides a master class in building strong product teams, discovering the right product, scaling organizations, and creating a vibrant product culture. *INSPIRED* is packed with actionable advice, real-world examples, and personal stories, making it a must-read for product managers and leaders at startups and established companies alike.
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### 2. **EMPOWERED: Ordinary People, Extraordinary Products**
**Authors:** Marty Cagan, Chris Jones
**Description:**
*EMPOWERED* focuses on what sets apart the world’s most innovative tech companies: empowered teams. Cagan and Jones provide practical frameworks for recruiting, coaching, and enabling product teams to solve meaningful problems, not just deliver features. The book guides leaders on transforming organizational culture to foster autonomy, accountability, and innovation, equipping them to unleash extraordinary results.
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### 3. **TRANSFORMED: Moving to the Product Operating Model**
**Authors:** Marty Cagan, Lea Hickman, Christian Idiodi, Chris Jones, Jon Moore
**Description:**
Co-authored with SVPG partners, *TRANSFORMED* is a practical guide for organizations shifting to the product operating model used by leading tech firms. The book educates readers on the model, provides case studies of successful transformations, and inspires with examples of breakthrough product innovation. It is aimed at leaders and teams navigating the journey from traditional ways of working to high-performing, product-driven organizations.
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### 4. **PRODUCT IS HARD: SVPG Box Set**
**Authors:** Marty Cagan, Lea Hickman, Christian Idiodi, Chris Jones, Martina Lauchengco, Jon Moore
**Description:**
This box set includes *INSPIRED*, *EMPOWERED*, *LOVED*, and *TRANSFORMED*, offering comprehensive insights from SVPG’s experience with top product companies. Cagan is lead author on *INSPIRED*, co-author on *EMPOWERED* and *TRANSFORMED*, and contributor to the series.
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## Books
### 1. **INSPIRED: How to Create Tech Products Customers Love**
**Author:** Marty Cagan
**Publisher:** Wiley (2nd Edition, 2017)
**ISBN:** 9781119387503
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### 2. **EMPOWERED: Ordinary People, Extraordinary Products**
**Authors:** Marty Cagan, Chris Jones
**Publisher:** Wiley, 2020
**ISBN:** 9781119691297
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### 3. **TRANSFORMED: Moving to the Product Operating Model**
**Authors:** Marty Cagan, Lea Hickman, Christian Idiodi, Chris Jones, Jon Moore
**Publisher:** Wiley, 2024
**ISBN:** 9781394326266
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### 4. **PRODUCT IS HARD: SVPG Box Set**
**Authors:** Marty Cagan, Lea Hickman, Christian Idiodi, Chris Jones, Martina Lauchengco, Jon Moore
**Publisher:** Wiley, 2024
**ISBN:** 9781394326266
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## Important Articles (selection)
### 1. **Behind Every Great Product**
**Author:** Marty Cagan
**Platform:** SVPG
**Publication Date:** Originally 2007, updated
**Description:**
A seminal essay on the critical role of product management in tech companies. Cagan outlines what distinguishes great product teams and cultures, drawing inspiration from Ben Horowitz’s “Good Product Manager / Bad Product Manager.” This article is widely cited for clarifying the value and responsibilities of product management.
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### 2. **The Product Model at Amazon** (with Richard Russell)
**Authors:** Marty Cagan, Richard Russell
**Platform:** LinkedIn/SVPG
**Publication Date:** March 2024
**Description:**
A detailed case study exploring how Amazon implements the product operating model, starting with the desired customer experience and using data-driven experimentation to deliver outcomes. The article offers lessons in customer-centric innovation and strategic alignment, with insights for any organization seeking to emulate Amazon’s success.
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### 3. **Developing Strong Product Managers**
**Author:** Marty Cagan
**Platform:** Practica/SVPG
**Description:**
Cagan provides a skills assessment tool and coaching framework for developing high-performing product managers, emphasizing targeted growth in product, process, and people skills. The article includes practical advice for managers on identifying and closing skills gaps.
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### 4. **Problems vs. Solutions**
**Author:** Marty Cagan
**Platform:** Practica/SVPG
**Description:**
Cagan argues that breakthrough products come from breaking down the wall between problem and solution spaces. He advocates for cross-functional collaboration in product discovery, emphasizing that most failures stem from inadequate solutions, not lack of demand.
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### 5. **Business Strategy vs. Product Strategy**
**Author:** Marty Cagan
**Platform:** Practica/SVPG
**Description:**
Cagan clarifies the distinction between business and product strategy, explaining why understanding the company’s business strategy is essential before developing a product strategy. He offers a framework for aligning both to drive success.
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### 6. **Stakeholder Management**
**Author:** Marty Cagan
**Platform:** Practica/SVPG
**Description:**
Cagan outlines best practices for managing stakeholders in product development, including when and how to engage them in discovery and solution previews, and how to balance their input with team autonomy.
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### 7. **A Vision for Product Teams**
**Author:** Marty Cagan
**Platform:** SVPG
**Publication Date:** 2024
**Description:**
Cagan explores the impact of generative AI on product teams, clarifying the differences between empowerment and autonomy, and offering insights for navigating the evolving landscape of product management.
