CHAPTER 1Who Is This Book For?
TRANSFORMED is written for anyone who is trying to help their company move to the product operating model.
That includes:
- Members of product teams who are trying to move to the product model
- Product leaders trying to guide their company through these changes
- Senior executives of the company, especially the CEO and CFO, who want to learn what is involved in moving to the product model, to decide if this is something they wish to pursue, and if so, how they can help
- Other company executives, stakeholders, and employees who are impacted by the product model, and want to learn how to constructively engage
- Product coaches who are trying to help companies successfully transform to the product model
One very common question is: “We're not a tech company, so is the product model even relevant for us?”
This is a very widespread confusion. When our industry refers to a “tech company,” the term is not referring to what the company sells, it is referring to how the company believes it should power its business.
Tesla sells cars. Netflix sells entertainment. Google sells advertising. Airbnb sells vacation lodging. Amazon started with selling books and now sells just about everything.
The difference is not what these companies sell; it's how they design and build what they sell, and how they run their business.
The product operating model is for companies that believe they should be powering their business with technology. Today, that's a very wide range ...
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