Download The Optimal Product Process Book

A Flexible Framework for Highly-Effective Product Management
and Product Marketing Across the Entire Product Lifecycle
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The Optimal Product Process book (version 2.0) describes a worldwide-standard framework and methodology that allows companies to perform highly-effective Product Management and Product Marketing. It covers all aspects of the product lifecycle, and can be used with Agile, Waterfall or Hybrid development methodologies.

The seven phases described in the book include Conceive, Plan, Develop, Qualify, Launch, Maximize and Retire. As a result of following these phases and applying the Optimal Product Process, companies can expect to deliver products that delight their customers and at the same time increase revenues and profitability.
The process has been revamped based on feedback from tens of thousands of training and consulting clients
Optimal Product Process 2.0 is more flexible and supports teams doing Agile, Waterfall or Hybrid development
The sixth phase has been changed from Market to Maximize in order to reflect the need for continual marketing programs and other activities to fully maximize revenues and profitability

About the Author

Brian Lawley is recognized as a thought-leader and authority on the profession of Product Management and Product Marketing. He is the CEO and Founder of the 280 Group, author of five best-selling Product Management books and one of the creators of the Optimal Product Process™. He is also the former President of the Silicon Valley Product Management Association (SVPMA), was awarded the AIPMM Award for Thought Leadership in Product Management, and has been featured on World Business Review and the Silicon Valley Business Report.
What's Been Updated?
"There are those that teach and those that do – Brian Lawley is one of the few that knows how to do both."

John Cook, Former VP of Desktop Marketing, Hewlett Packard

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