Staying relevant requires evolving and keeping up with the experts. Product marketing has never been marketing in the conventional way. It involves a combination of multiple skill sets, from creativity and communication to technical and analytical skills. We can always find the knowledge to fortify these skills in the right books.
The best product marketing books can help you:
- Understand customers: Keeping pace with evolving customer needs, expectations, and pain points, product marketers can develop effective messaging and positioning.
- Develop robust strategies: Through frameworks, actionable recommendations, and tips, they help develop a product strategy aligned with the overall business goals.
- Create compelling marketing campaigns: Real-life case studies, examples, and anecdotes from the giants in the field will teach product marketers how to develop and execute effective marketing campaigns that generate leads and drive sales.
- Measure marketing efforts: Apart from creating campaigns, product marketers need to track their progress and measure the results. Product marketing books are a great way to know what to measure and how.
Besides providing insights into the latest trends and best practices, the best product marketing books help product marketing managers develop their unique perspectives, strategies, and tactics.
While the specific approaches and platforms that product marketers use may vary over time, the underlying principles of product marketing remain the same. Here is a list of books we believe are useful for product marketers. Some of these are new, while others have been around for a while. They all offer unique insights and perspectives and are written by people with years of experience.
List of product marketing books
- My Life in Advertising & Scientific Advertising
- Product Marketing Debunked: The Essential Go-To-Market Guide
- MisUnderstood - Product Marketing Alliance
- Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers
- The Product Marketing Manager: Responsibilities and Best Practices in a Technology Company
- Product Marketing, Simplified: A Customer-Centric Approach to Take a Product to Market
- The Launch: A Product Marketer's Guide: 50 key questions & lessons for a successful launch
- Winning the Story Wars: Why those who tell and live the best stories will rule the future
- All Marketers are Liars: The Power of Telling Authentic Stories in a Low-Trust World
- Building a StoryBrand: Clarify Your Message So Customers Will Listen
- Influence: The Psychology of Persuasion
- Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It
- Made to Stick: Why Some Ideas Survive and Others Die
- When Coffee and Kale Compete: Become Great At Making Products People Will Buy
- The Four Steps to the Epiphany: Successful Strategies for Products that Win
- The Pocket Guide to Product Launches: Get Confident, Go to Market, and Win
- Escaping the Build Trap: How Effective Product Management Creates Real Value
- Building For Everyone: Expand Your Market With Design Practices From Google’s Product Inclusion Team
- Inspired: How to Create Tech Products Customers Love
- Niche Down: How To Become Legendary By Being Different
- Hooked: How to Build Habit-Forming Products
- Contagious: Why Things Catch On
- Start At The End: How to Build Products That Create Change
- Product-Led Growth: How to Build a Product That Sells Itself
- Positioning: The Battle for Your Mind
- The Innovator's Dilemma: The Revolutionary Book That Will Change the Way You Do Business
- Start with Why: How Great Leaders Inspire Everyone to Take Action
- Your Brain at Work: Strategies for Overcoming Distraction, Regaining Focus, and Working Smarter All Day Long
- Essentialism: The Disciplined Pursuit of Less
- FOCUS - The Catalyst for Innovation: Guided Brainstorming for Innovators
- The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to Go from $0 to $100 Million
- To Sell Is Human: The Surprising Truth about Moving Others
Note: The prices mentioned are current and are subject to change.
Books on product marketing
My Life in Advertising & Scientific Advertising
Author: Claude Hopkins
Length: 336 Pages
Key topics: AIDA formula (Attention, Interest, Desire, Action) | The critical role of testing and measurement in advertising campaigns | Crafting compelling and persuasive ad copy | Insights into consumer psychology | The significance of headlines in advertising | Calculating and maximizing the ROI in advertising campaigns | The data-driven approach to advertising
Description: My Life in Advertising and Scientific Advertising are two separate marketing books published together. The author, Claude C. Hopkins, is an advertising pioneer and prodigy. My Life in Advertising is primarily written as an autobiography in the form of a business story. The primary aim behind each chapter is to provide practical recommendations based on his fixed principles and fundamentals that still prevail today.
Scientific Advertising is hailed by advertising and marketing geniuses as the holy grail for product marketing. In this book, Hopkins provides advertising strategies based on testing and measuring, minimizing losses from unsuccessful ads while multiplying gains from profitable ads. As Hopkins describes it, the advertiser is "playing on the safe side of a hundred to one shot.” Scientific Advertising is credited with the original description of split testing and coupon-based customer tracking and loyalty schemes.
These two are some of the best product marketing books with nuanced insights into how to write advertising that sells. Concise and to the point, several of Hopkin’s strategies and methods are applicable even today, especially in the digital landscape. My Life in Advertising and Scientific Advertising are definite reads for anyone looking to get into sales or marketing, as it provides a strong foundation for writing an ad that sells.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books - Paperback from US $4.99 | Hardcover from US $22.59
Amazon US - Paperback - US $14.65 | Hardcover from US $21.34
Product Marketing Debunked: The Essential Go-To-Market Guide
Author: Yasmeen Turayhi
Length: 134 pages
Key topics: The four phases of the GTM process | The importance of product marketing in the GTM process | Key elements of a successful product marketing strategy | The different go-to-market channels | The importance of measuring and tracking your results
Description: Product Marketing Debunked by Yasmeen Turayhi is a comprehensive product marketing guide. It covers everything from defining your target market to developing a go-to-market strategy to measuring the success of your launch. It is written in an engaging style, with practical advice and real-world examples.
Turayhi begins by defining product marketing and its importance for the success of any product launch. She discusses the different stages of the product marketing process, from product development to launch to post-launch. For each stage, she provides step-by-step instructions and helpful tips. The book also contains sample checklists, frameworks, and templates that help create specific GTM toolkits.
Written from the perspective of a product marketer with over 15 years of experience, Turayhi gives readers a unique insight into the realities of the job. Tailored to meet the needs of startups and established companies, ‘Product Marketing Debunked’ provides advice and strategies for each type of organization.
Regardless of your experience level, Turayahi’s book on product marketing makes learning how to launch and market products easy and accessible.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Paperback – US $14.99
Amazon US – Paperback – US $14.99 | Kindle - US $9.99
Product Marketing MisUnderstood
Author: Richard King, Bryony Pearce
Length: 206 pages
Key topics: The role, importance, and challenges of product marketing | Skills and qualities of a successful product marketer | How to build relationships with key stakeholders | Methods to measure the success of product marketing | How to become a better product marketer | Case studies and interviews with seasoned product marketers
Description: Written by Richard King, the founder of the Product Marketing Alliance, and Bryony Pearce, the Alliance's Chief Marketing Officer, Product Marketing Misunderstood is an excellent book for product marketing managers.
King and Pearce define product marketing and explain why it is important. They also discuss the different aspects of product marketing, such as positioning, messaging, GTM strategy, and demand generation.
In the second part, they provide practical advice on how to establish your role, authority, and strategic value as a product marketing manager. They cover topics including building relationships with key stakeholders, demonstrating your value to the organization, and developing your personal brand.
King and Pearce discuss how to elevate product marketing in your organization in the final part. They provide tips on how to get buy-in from senior leadership, build a strong product marketing team, and measure your work's impact.
Product Marketing Misunderstood is an essential book for product marketing managers, full of valuable insights and actionable advice.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover – US $18.35 | Paperback – US $13.12
Amazon US – Hardcover – US $19.15 | Paperback – US $15.99 | Kindle - US $6.49
Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers
Author: Geoffrey A. Moore
Length: 273 pages
Key topics: The Technology Adoption Life Cycle (TALC) | Gap between early adopters and early majority | Meeting the needs of the early majority | The niche market | Tailoring the marketing strategy | Importance of leadership, culture, and teamwork | How to close deals with the early majority
Description: Crossing the Chasm by Geoffrey A. Moore examines the challenges of marketing and selling high-tech products to mainstream customers. While fast-paced innovation is common in high-tech products, few are accepted by the majority. Moore’s principle in this book is that there is a "chasm" between early adopters and mainstream customers and that companies need to develop different strategies to bridge this chasm.
Crossing the Chasm provides insights into this phenomenon and recommends tools, techniques, and strategies to bridge this gap. The book provides a deep understanding of the different stages of the TALC and the needs of each customer segment. There is practical advice on how to develop a value proposition that resonates with mainstream customers.
Moore also provides real-life examples and case studies dealing with organizations’ successes and failures in bridging this gap. This book also talks about the importance of culture and leadership to make this possible. This is an excellent book for product marketing managers to learn how to market and sell high-tech products to the mainstream market.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover – US $4.79 | Paperback – US $22.94
Amazon US – Hardcover – US $62.29 | Paperback – US $15.99 | Kindle - US $16.99
The Product Marketing Manager: Responsibilities and Best Practices in a Technology Company
Author: Lucas Weber
Length: 125 pages
Key topics: Roles and responsibilities of a product marketing manager in a technology company | Skills and qualities of a successful product marketing manager| The process of product marketing | The importance of market research and competitive analysis | Product positioning and messaging | GTM strategy | How to price | Launch planning and execution | Measuring the success of product marketing campaigns| The best practices for product marketing in a technology company
Description: The product marketing manager plays an active role in the product’s positioning, messaging, and USPs prior to launch. Lucas Weber writes in detail about the role and responsibilities of a product marketing manager in a technology company.
Weber defines the functions, skills, and qualities required to become a successful product marketing manager and suggests best practices. The book talks about the entire product lifecycle, from the process of product marketing and conducting market research to product messaging and positioning, GTM strategies, pricing, and the planning and execution of the product launch.
Weber also offers multiple case studies and interviews of product marketing managers. This book is a comprehensive guide to the product marketing role, covering everything from strategy to execution to measurement.
Whether you are new to the product marketing role or struggling to develop a product marketing plan, this book can help you create a strategy aligned with the company's overall business goals to achieve specific product marketing goals.
The book also provides guidance on executing strategy and measuring the results. This is an essential product marketing book for ensuring that marketing efforts are effective and that product marketers contribute positively to the company's bottom line.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Paperback – US $5.79
Amazon US – Paperback – US $6.95 | Kindle US $5.95
Product Marketing, Simplified: A Customer-Centric Approach to Take a Product to Market
Author: Srini Sekaran
Length: 205 pages
Key topics: Role of product marketing | Product marketing process | Creating and marketing products that meet the needs of target customers | Defining your product's USP | Developing clear and concise messages that communicate product value| Different channels to reach target customers | Measuring the success of product marketing efforts | Future of product marketing.
Description: This book provides a comprehensive guide to product marketing, starting from the role to the entire process of product marketing — from messaging to influencing the product roadmap.
Srini Sekaran covers the entire gamut of product marketing, from understanding the customer journey, writing compelling copy, product positioning, building an effective GTM strategy, choosing the pricing and product packaging, and launching them at the right time, among other things.
This book will help you understand and implement effective product marketing by taking you through each stage and providing examples and recommendations. Whether you aspire to be in product marketing or are already working in this area, this is a great read.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Paperback – US $13.96
Amazon US – Paperback – US $13.99 | Kindle US $7.99
The Launch: A Product Marketer's Guide: 50 Key Questions & Lessons for a Successful Launch
Author: Yasmin Turayahi
Length: 130 pages
Key topics: Market research | Product positioning | Messaging | Go-to-market strategy | Creating comprehensive launch plans | Launch execution | Launch measurement and analysis
Description: Yasmeen Turayhi covers a wide range of topics in this book, from defining your target audience and value proposition to creating a launch plan and measuring success.
The book consists of three parts. The first section deals with the foundational concepts of product launch marketing. This includes how to define the target audience, value proposition, and messaging.
The next section provides a step-by-step guide to planning and executing a successful launch, including setting goals, creating a launch timeline, and developing a marketing plan. The book's final portion discusses how to measure the success of a launch and optimize it to improve your results.
Through this book, Turayahi tackles the questions and doubts over the fundamentals of a launch, starting with the groundwork until implementation.
Where to buy: Amazon US
Pricing details:
Amazon US - Paperback - US $14.99 | Kindle US $9.99
Books on storytelling
Winning the Story Wars: Why Those Who Tell and Live the Best Stories Will Rule The Future
Author: Jonah Sachs
Length: 288 pages
Key topics: The role of mythology and archetypal storytelling in shaping human culture and beliefs | The significance of storytelling in marketing and branding | Building authentic and emotionally resonant connections with customers | Creating brand loyalty and advocacy | Brand positioning | How the digital age has transformed storytelling
Description: John Sachs, a branding and marketing expert, guides you through creating ad campaigns and building an engaging narrative. This book talks about the evolving landscape of storytelling, highlighting its pivotal role in branding and marketing and how it influences human behavior in today’s interconnected and competitive world.
In the current digital advertising and branding landscape, standing out requires building a brand that customers identify with and recognize. Sachs believes stories are the most powerful way to influence people's thinking and behavior.
With various real-life examples and practical insights you can leverage right away, Sachs provides a simple framework for understanding the power of stories and how to use them effectively. This is a great product marketing book for those looking to improve communication, tell better stories, and be persuasive.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books - Hardcover - US $26.67
Amazon US - Hardcover - US $5.38 | Kindle - US $19.24
All Marketers are Liars: The Power of Telling Authentic Stories in a Low-Trust World
Author: Seth Godin
Length: 240 pages
Key topics: The importance of storytelling in marketing | How to tell authentic stories that connect with people | The difference between lies and stories | How to build trust with your audience | Power of simplicity in marketing | Creating a memorable brand | Importance of consistent messaging | How to measure the success of your marketing campaigns| Future of marketing in a low-trust world
Description: In this book, Seth Godin, a legend in sales and marketing, emphasizes the importance of authentic storytelling to win customer trust and confidence, which will, in turn, lead to higher sales.
He asks product marketers three simple questions: “What’s your story?”, “Will the people who need to hear it believe it?” and “Is it true?”
Seth Godin believes that the old days of marketing are over and that consumers today are looking for brands they can trust and relate to. He provides actionable recommendations on creating authentic stories and using them to connect with consumers on a deeper level.
With real-life case studies to explain his perspective, Godin teaches marketers to tell simple stories, connect with their customers, create a memorable brand, and increase sales. All Marketers Are Liars is a valuable resource for product marketers who want to learn how to tell authentic stories.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover – US $5.69 | Paperback – US $13.86
Amazon US – Hardcover – US $21.82 | Paperback – US $10.55 | Kindle US $13.99
Building a StoryBrand: Clarify Your Message So Customers Will Listen
Author: Donald Miller
Length: 240 pages
Key topics: The 7-part StoryBrand framework | Why and how you should focus on the customer's problems | Keeping the customer as the hero of your story | How to make it easy for the customer to take action | How to keep it simple | Telling relevant stories | Practicing the act of storytelling
Description: Through this book, Donald Miller teaches businesses how to use storytelling to connect with their customers and grow. The underlying premise is that humans are wired to respond to stories and that businesses can leverage this to create more compelling marketing messages.
He delves into the StoryBrand framework, which suggests that brands should make their customers heroes of their stories and tell simple stories with clarity to reach the target audience effectively.
The book provides a step-by-step framework for developing a clear brand message that resonates with customers. Miller also teaches companies how to use storytelling to create marketing materials, product descriptions, and sales pitches that are more compelling.
This book is a must-read for anyone in sales and marketing to create more effective marketing messages. In today’s digital landscape, leveraging the StoryBrand framework will help brands eliminate the noise and convey a clear message amid fierce competition.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover – US $21.65 | Paperback – US $15.66
Amazon US – Hardcover – US $11.35 | Paperback – US $14.42 | Kindle - US $14.99
FOCUS - The Catalyst for Innovation: Guided Brainstorming for Innovators
Author: Betsy Burroughs
Length: 80 pages
Key topics: The psychological research on brainstorming | The four key components of brainstorming | How to foster a brainstorming environment conducive to creativity | Techniques for generating creative ideas | Evaluating and selecting the best ideas | Bringing to life the chosen ideas
Description: Guided Brainstorming for Innovators by Betsy Burroughs provides a step-by-step manual for a guided brainstorming process that can help start-ups and large corporations come up with innovative products and services.
Sales and Marketing is always a team effort; getting everyone involved in decision-making and strategy requires brainstorming. FOCUS provides a simple, accessible framework for product marketers to lead their teams in generating and evaluating new ideas. Burroughs also presents several brainstorming techniques to help teams develop new and innovative ideas. The book also includes tips on how to overcome common challenges to innovation, such as groupthink and fear of failure.
This book is valuable for product marketing managers who want to learn to be more innovative and effective in their roles. The book offers practical advice and real-life examples that can be applied to a wide range of business challenges.
Where to buy: Stevens Books, Amazon US
Pricing details:
Stevens Books – Paperback – US $24.71
Amazon US – Paperback – US $15.95
Books on product development, management, positioning and launch
Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
Author: April Dunford
Length: 204 pages
Key topics: The significance of product positioning | The five components of effective product positioning | How to find your product's ‘secret sauce’ and communicate it | How to choose the right market for your product | The three distinct styles of positioning | How to leverage these positioning approaches | Deploying market trends to help buyers understand why making a purchase is important right now | Successful product positioning case studies
Description: Great products and well-designed marketing campaigns fail to yield results if product positioning is incorrect. How to Nail Product Positioning So Customers Get It, Buy It, Love It by April Dunford is an excellent read to learn how to create and implement a winning product positioning strategy.
To succeed in today’s highly saturated marketplace, Dunford believes brands need to find their product’s ‘secret sauce’ and sell it to those who crave it! In this book, she discusses product positioning in detail, from its significance to how to go about it.
The book provides plenty of actionable recommendations, examples, and case studies on finding and communicating the secret sauce. Dunford delves into detail on the various methods of product positioning, selecting what works for your product, choosing the best market for your products, and leveraging market trends to drive sales.
With various real-world case studies and examples, Dunford emphasizes the importance of product positioning. ‘Obviously Awesome’ is essential for any product marketer who wants to learn how to develop a sound product positioning strategy to achieve their business goals.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Paperback – US $14.89
Amazon US – Paperback – US $15.95 | Kindle - US $7.00
Made to Stick: Why Some Ideas Survive and Others Die
Author: Chip Heath and Dan Heath
Length: 291 pages
Key topics: The six key principles of sticky ideas | The importance of simplifying complex ideas and messages | How to capture attention and keep the audience engaged | Strategies for creating tangible and concrete ideas | Enhancing the credibility of ideas | The structure of effective stories | How to apply the principles of sticky ideas | Effective communication with non-experts | The success formula
Description: Marketers want their messages to stick and create winning campaigns that reach their target customers. Made to Stick by Chip and Dan Heath demonstrates how some ideas stick, and others fail. They also deep dive into six key principles that make ideas stick.
The SUCCES formula consists of Simplicity, Unexpectedness, Concreteness, Credibility, Emotion, and Stories. These principles are discussed in detail along with examples, making it easy for readers to understand and apply them.
Chip and Dan Heath provide insights into creating and communicating ideas that resonate with their target audience. Product marketing managers can leverage the SUCCES principles to create marketing campaigns that capture attention, stay in mind, and lead to conversions.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover - US $22.08 | Paperback - US $6.59
Amazon US – Hardcover - US $14.36 | Paperback - US $18.15 | Kindle - US $12.99
When Coffee and Kale Compete: Become Great at Making Products People Will Buy
Author: Alan Klement
Length: 232 pages
Key topics: Jobs to be done theory | Identify tasks customers are trying to get done | Designing products that help people progress towards their goals | Demand generation vs. demand reduction | Customer discovery process| The Jobs to Be Done Canvas
Description: When Coffee and Kale Compete by Alan Klement is a book on creating products that people will buy. Based on the ‘Jobs to Be Done’ framework, Klement argues that people buy products because they want to complete a particular job, not because of the features of the product.
Customers buy products to improve their lives, solve problems, or feel good about themselves. The book's first part explains the ‘Jobs to Be Done’ framework and how to use it to understand and meet customer needs. Businesses need to determine the tasks customers are trying to complete and design products that help them do those tasks effectively and help them progress toward their goals. The second part provides practical advice on designing, developing, and marketing products that meet evolving needs.
The case studies given in the book explain the theory and provide actionable recommendations. By understanding the ‘Jobs to Be Done framework,’ product marketers can focus on developing products that solve genuine customer problems instead of adding fresh features.
In this time where UX is central to growth, the ‘Jobs done’ theory is a relevant concept that should be adopted and implemented by entrepreneurs and marketers across product categories. ‘When Coffee and Kale Compete’ is an essential book for product marketing managers who want to learn how to create products that people will buy.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Paperback – US $6.39
Amazon US – Paperback – US $9.79 | Kindle - US $7.99
The Four Steps to the Epiphany: Successful Strategies for Products that Win
Author: Steve Banks
Length: 384 pages
Key topics: Customer discovery | Customer validation | Customer creation | Company building | The importance of iteration and learning | The difference between invention and innovation | The importance of having a business model | The pitfalls of traditional marketing
Description: The Four Steps to the Epiphany is a valuable resource for anyone looking to start a new business or develop a new product. It provides a practical framework for understanding the customer, validating your solution, and building a successful company. The author answers why only a handful of startups succeed while the others fail miserably.
The book argues that traditional product development methods are slow and expensive and that Customer Development is a more effective way to develop successful products. Steve Banks provides valuable insights and prescribes ways to critically assess the product and the business plan to ensure its success.
The book covers important topics like customer discovery, validation, creation, and building, the importance of rapid iteration and customer feedback, testing the assumptions at every stage, and having a business model.
Reading this book will help entrepreneurs organize their sales, marketing, and overall business development effectively and efficiently. The Four Steps to Epiphany is an essential book for anyone starting something new. It will act as your guide in your journey to start something that becomes successful and sustainable.
Brimming with practical advice and real-world examples, the book is well-written and easy to understand and has helped launch thousands of successful startups.
Where to buy:
Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover – US $31.37 | Paperback – US $7.09
Amazon US – Hardcover – US $34.49 | Kindle - US $24.00
The Pocket Guide to Product Launches: Get Confident, Go to Market, and Win
Author: Mary Sheehan
Length: 186 pages
Key topics: Developing a GTM plan | Knowing your target market | Aligning the team and internal communications | Priming the positioning and messaging | Defining the metrics that matter | Nailing the launch timing | Tips for planning and executing a successful product launch
Description: Product launches consist of multiple crucial elements from the timing, marketing campaigns, target audience, product positions, etc. The Pocket Guide to Product Launches, by Mary Sheehan, provides practical tips and valuable insights and guides you toward a successful product launch.
Mary Sheehan, seasoned product marketer with over 20 years of experience, provides a step-by-step guide to the product launch process, from planning and execution to measurement and analysis with ready-to-use templates.
Packed with practical advice and real-world examples, The Pocket Guide to Product Launches is an essential read for any product marketing manager who wants to learn how to launch products that achieve their goals.
Where to buy:
Thrift Books, Amazon US
Pricing details:
Thrift Books – Paperback – US $13.50
Amazon US – Paperback – US $15.99 | Kindle - US $8.99
Escaping the Build Trap: How Effective Product Management Creates Real Value
Author: Melissa Perri
Length: 200 pages
Key topics: What happens when organizations measure success by outputs rather than outcomes| The value exchange system | Building a product-led organization | The role of the product manager | The product management process | The importance of experimentation and iteration in product development | The need for a product-led culture in organizations
Description: A common business mistake is not prioritizing customers' needs during product development. Companies often focus on building features and shipping releases without taking the time to understand customer needs or validate their assumptions. Melissa Perri calls this the ‘Build Trap.’ This leads to products that are difficult to use and don't solve customer problems.
Escaping the Build Trap by Melissa Perri deals with creating products that deliver real value to the business and are loved by customers. Perri emphasizes the importance of customer-centric practices and product development in this book. She also provides a simple framework for effective product management focused on outcomes rather than outputs.
Perri also covers several other important topics, including building a strong product team, managing stakeholders, and creating a culture of experimentation and innovation. She suggests that a strong product culture will benefit organizations and their customers.
Escaping the Build Trap is an insightful read for product marketers who want to be more effective in their role and help create products that customers love.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Paperback – US $26.42
Amazon US – Paperback – US $15.47 | Kindle - US $14.70
Building For Everyone: Expand Your Market With Design Practices From Google’s Product Inclusion Team
Authors: Annie Jean-Baptiste
Length: 272 pages
Key topics: Product inclusion and its importance | The four key principles of product inclusion | Different types of user diversity | The importance of user research and testing| The role of design in creating inclusive products | Business cases for product inclusion | Challenges of product inclusion and how to overcome them
Description: Making products by considering the needs of the underrepresented is a no-brainer as it will increase the reach of the product and increase the revenue and profits of the companies. However, few companies know how to make inclusive products that appeal to diverse people.
Annie Jean-Baptiste, part of Google’s Product Inclusion Team, lays down principles and techniques to design products built for everyone. Drawing on multiple real-life examples from tech and non-tech industries, the book delves into designing inclusive products, regardless of their background, abilities, or circumstances. It covers topics including accessibility, usability, and internationalization.
She explains the importance of product inclusion, the significance of user research and testing, the role of design in creating such products, and the challenges in designing such inclusive products.
This book is a practical guide that explains how to infuse your business processes with inclusive design through best practices for inclusion in product design, marketing, management, leadership, and beyond. With increasing awareness, the book is highly relevant today.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover – US $22.98
Amazon US – Hardcover – US $21.14 | Kindle - US $17
Inspired: How to Create Tech Products Customers Love
Author: Marty Cagan
Length: 368 pages
Key topics: The four key roles in product management | The importance of customer empathy and understanding customer problems | The value of iterative development and rapid feedback loops | The importance of building a strong product culture | Different types of product metrics and how to use them to measure success | The challenges of product management and how to overcome them
Description: Inspired by Marty Cagan, talks about designing, building, and scaling tech products that customers would love. This book is a comprehensive guide to the product management process, from understanding customer needs to developing and launching successful products.
There are practical examples, case studies, and insights from successful companies like Apple, Google, Microsoft, and Netflix leaders.
Cagan’s underlying principle is that creating successful products requires a deep understanding of your customers and their needs. He also emphasizes the importance of understanding customer needs, building a strong product culture and team, and leveraging a data-driven approach to product development. The book contains practical advice and insights that can be applied to any tech product.
This is a vital book to learn how to get your tech products to customers. Written to appeal to start-ups and established companies, Inspired helps companies scale.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover – US $22.81
Amazon US – Hardcover – US $21.81 | Kindle - US $18.00
Niche Down: How To Become Legendary By Being Different
Authors: Christopher Lochhead, Hal Elrod
Length: 146 pages
Key topics: How to find your perfect niche | The four steps to niching down | How to create a successful content marketing strategy for your niche | How to build an audience and grow your business | The importance of branding | How to create a profitable business model for your niche | The essential mindset shifts to succeed in your niche
Description: Niche Down by Christopher Lochhead and Hal Elrod presents their research findings that one needs to be different to stand out or become legendary. The book delves into creating a unique and distinct category niche to become successful. The authors say that the best way to stand out from the competition is to be different, not better.
The central theme of the book is the concept of category design. Lochhead and Elrod provide a step-by-step guide to finding your niche, developing a unique value proposition, and building a strong brand. The book has anecdotes and case studies of legendary entrepreneurs and innovators who have created category niches and become successful. Lochhead and Elrod also offer practical advice and tools that product marketers can use to implement various strategies.
They talk about finding your perfect niche, finding new ways of thinking and solving problems, making the most of your niche, and conquering the market category you designed. This emphasizes the importance of personal branding and the branding of your products and offerings.
This book is a valuable resource that will help you build a successful content marketing strategy for your niche, approach your target audience, and grow your business. Reading this book is essential, especially for those operating on a smaller scale and trying to establish themselves in today’s marketplace.
Where to buy: Abe Books, Amazon US
Pricing details:
Abe Books – Paperback – US $12.96
Amazon US – Paperback – US $17.99 | Kindle - US $15.99
Hooked: How to Build Habit-Forming Products
Author: Nir Eyal
Length: 256 pages
Key topics: The four-step habit loop | The hook model | The six key principles of habit formation | Real-life case studies and examples
Description: Every brand out there wants to create products that become habits for their users, but only some are able to do it. Not every phone is as successful as Apple’s iPhone. Google still rules despite so many other search engines. Why do some products capture widespread attention while others fail? Why do customers buy some products even without aggressive advertisements or marketing?
According to Nir Eyal, it is due to the ‘Hook Model’ phenomenon. This book is the result of his extensive research and experience of working with brands and studying them. Nir Eyal explains the hook model with examples and discusses how to design products that users form habits around. Eyal argues that the most successful products create a "hook" that keeps users coming back for more.
Delving into the science and logic of this model, Eyal provides tools to use in real life by incorporating these principles and creating hook cycles. This book is essential for product marketing managers and entrepreneurs to understand consumer behavior.
Hooked is also an excellent read if you're interested in learning how to design products that people love. Eyal's insights are valuable to understanding how technology influences our behavior. Using these techniques, tools, and strategies, brands can influence consumers' behavior to sell their products.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover – US $19.36
Amazon US – Hardcover – US $18.46 | Kindle US $16.99
Contagious: Why Things Catch On
Author: Jonah Berger
Length: 256 pages
Key topics: The six STEPPS of contagiousness | Applying the STEPPS | Case studies of real-world examples of contagious content
Description: Why do some messages and videos go viral? What makes things contagious? In this book, Jonah Berger explains the science behind why certain products, ideas, and behaviors become popular.
Berger believes that things go viral through word-of-mouth and social transmission. The six STEPPS of contagiousness include Social currency, Triggers, Emotion, Public, Practical value, and Stories. He details each step with real-life examples and how to apply these six steps to make your message or campaign go viral and contagious. Berger provides simple, actionable strategies for creating messages, ads, and content.
Amid information overload and dwindling attention spans, Berger provides practical advice on making contagious products, ideas, and behaviors. Contagious is a must-read if you want to understand why things go viral or if you want to make your ideas catch on.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover from US $5.89 | Paperback from US $6.99
Amazon US – Hardcover – US $14.66 | Paperback – US $11.69 | Kindle - US $13.99
Start At The End: How to Build Products That Create Change
Author: Matt Wallaert
Length: 256 pages
Key topics: The importance of understanding human behavior | How behavior can be changed | The difference between outcomes and processes | The importance of starting with outcomes when designing products and services | The five steps of the Start at the End framework | Behavioral science concepts that can be applied to product design | Real-life examples
Description: Brands design products and try to sell them to their customers by spending millions of dollars on advertising and marketing. Often, it doesn’t work the way the brands intend, resulting in a waste of resources and money. Matt Wallaert prescribes an entirely different approach to product development.
He asks brands to decide the outcomes first and then build their products around those outcomes to change behavior. The author argues that the most successful companies start with the desired outcome and then work backward to design a product that will help people achieve that outcome.
Complete with practical advice and real-world examples, Wallaert emphasizes the importance of understanding human behavior and creating products that will improve these behaviors. By starting at the end and focusing on the outcomes rather than the processes, the brands can design products their target audience will accept.
He prescribes the five steps of the framework by studying behavioral science and applying these concepts to product design. It is an essential book to learn how to build effective, efficient, and user-friendly products.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover – US $19.56
Amazon US – Hardcover – US $15.99 | Kindle US $7.99
Product-Led Growth: How to Build a Product That Sells Itself
Author: Wes Bush
Length: 278 pages
Key topics: Product-led growth and how it differs from traditional sales-led growth | Importance of building a product that sells itself| The key metrics to track to measure the success of your product-led growth strategy |Using onboarding, activation, and retention to create positive CX | How to attract and convert new customers | Using marketing and sales to support product-led growth strategy | Challenges and opportunities of product-led growth| The future of product-led growth.
Description: Product-Led Growth by Wes Bush was written keeping in mind SaaS companies. He emphasizes that for a SaaS company to be successful, it should adopt product-led growth instead of traditional sales-led growth.
He covers the fundamental principles of product-led growth, including creating a product that solves a real problem for users, making the product easy to use and understand, tracking user engagement and growth through product analytics, personalizing the UX, and building a user community. The book also talks about various challenges that will have to be dealt with in adopting product-led growth and the future of product-led growth.
Many SaaS companies have failed to crack this code of becoming profitable and getting paid customers on board. This book will help such companies build products that will sell on their own – through the strength of the products themselves. This is an essential read to understand customer behavior, build products that appeal to them, and convince them to part with their hard-earned dollars.
With numerous case studies of companies that have successfully implemented product-led growth strategies, such as Dropbox, Slack, and Zoom, ‘Product-Led Growth’ is a comprehensive and practical guide to building a product that sells itself.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Paperback – US $32.59
Amazon US – Hardcover – US $22.54 | Paperback – US $20.24 | Kindle -US $9.99
Positioning: The Battle for Your Mind
Authors: Al Ries and Jack Trout
Length: 224 pages
Key topics: The importance of positioning in marketing | Difference between positioning and differentiation | Three key guidelines for effective positioning | Concept of mind share | Choosing the right positioning for your product or service | Repositioning a product or service| Using positioning to build a strong brand | Defending the market share | Succeeding in a crowded marketplace
Description: Al Ries and Jack Trout delve deep into product positioning with various practical and real-life case studies. The authors firmly believe that it is no longer enough to have an excellent product/service in today's crowded and competitive marketplace. You need to position your brand in the minds of consumers. Al Ries and Jack Trout offer a simple, actionable framework for doing this called the "positioning map."
This will help you understand the importance of positioning in today's marketplace, teach you how to create a positioning map for your brand, provide insights into how to differentiate your brand from the competition, and help you communicate your positioning to your target demographic.
Product positioning is critical in determining its success and acceptance by the target audience. "Positioning: The Battle for Your Mind" is a must-read for any product marketing manager who wants to create a successful brand.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover – US $25.22 | Paperback – US $15.22
Amazon US – Paperback – US $14.34 | Kindle US $9.99
The Innovator's Dilemma: The Revolutionary Book That Will Change the Way You Do Business
Author: Clayton M. Christensen
Length: 336 pages
Key topics: Difference between disruptive and sustaining technologies |Their significance with real-life examples | Challenges faced by established companies when competing with disruptive technologies | How to overcome the innovator's dilemma
Description: The book explains why even market incumbents can fail when faced with disruptive innovation. Christensen presents his theory that many well-managed companies that have focused on existing products and customers have failed due to the very reasons that made them successful.
By being too focused on serving their current customers and markets, they fail to see the potential of new technologies that are not yet developed or good enough for their most demanding customers. These new technologies are then adopted by newer entrants willing to serve less demanding customers. They gradually improve their products until they are good enough to compete with established companies.
The book has several real-life examples of successful companies that failed to notice or simply dismissed the changes in their industries as insignificant. However, these changes can cause a radical shift in how the industry works and how consumers perceive the products, leading to the market incumbent becoming obsolete. IBM, Xerox, Microsoft, etc., have experienced this phenomenon in their journey.
Christensen provides insights into how to avoid being caught by surprise by disruptive innovation and how to be in touch with the market to know evolving customer needs. He also offers strategies for competing with disruptive businesses.
The engaging writing style will compel businesses to rethink how they operate and innovate. This is an essential read for every entrepreneur, sales personnel, and anyone interested in understanding the dynamics of disruptive innovation and how it can affect your business.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover – US $25.70 | Paperback – US $21.53
Amazon US – Paperback – US $13.99
Books on psychology
Influence: The Psychology of Persuasion
Author: Robert B. Cialdini
Length: 336 pages
Key topics: The psychology behind why people say ‘yes’ | The principle of reciprocity | Harnessing commitment and consistency to influence behavior | Concept of social proof | Leveraging authority in persuasion | The principle of liking | Factors that contribute to liking | The principle of scarcity | Real-world examples and case studies | The ethical implications of using persuasion techniques | Strategies and countermeasures against manipulation | The psychology of compliance
Description: Selling requires a great deal of persuasion, and to become effective, one needs to understand why people say yes. Dr. Robert B. Cialdini explains the psychology behind people saying yes and how to use these principles ethically and effectively.
Dr. Cialdini believes there are six principles of influence, including Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, and Scarcity. He explains how each principle affects and influences the decision-making process and how they can be leveraged with real-world examples and case studies. The book also talks about how one can guard against manipulation.
This is a must-read book for those who work directly with customers, sell to them, or create campaigns that reach the target audience. Influence: The Psychology of Persuasion is essential for anyone who wants to learn how to influence people more effectively.
Where to buy: Abe Books, Amazon US
Pricing details:
AbeBooks – Paperback – US $6.99
Amazon US – Paperback - US $9.77
Start with Why: How Great Leaders Inspire Everyone to Take Action
Author: Simon Sinek
Length: 256 pages
Key topics: The Golden Circle - Why, How, and What | The power and biology of why | Real-world examples of leaders and organizations that have applied this method | The essentials of effective communication | The Law of Diffusion of Innovation | The five levels of leadership | The influence of culture | Applying the concept to leadership, marketing, and decision-making
Description: Simon Sinek discusses the power of inspiration and how leaders can use it to motivate others. He states that the most successful leaders and organizations start with their purpose. They don't just tell people what they do or how; these leaders tell them why they do it.
The Why, How, and What questions are the ‘The Golden Circle.’ Using real-life examples of people like Steve Jobs, Martin Luther King Jr., etc., Sinek explains how communication should work to succeed. Most people and organizations communicate from the outside, starting with what they do and then working their way to why. Developing loyal customers means clarifying the why of a product, communicating the value of the product, and connecting with the target audience.
Sinek's Golden Circle model is a simple but powerful framework for understanding and communicating your why. Product marketers need to clarify their product’s why, communicate product value, connect with their target audience, and build a loyal customer base.
This book imparts essential lessons for those in sales and marketing to understand their customers, their needs, and their problems to come out with successful products and services.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover - US $22.27 | Paperback - US $13.57
Amazon US – Paperback - US $9.99 | Kindle - US $13.99
Your Brain at Work: Strategies for Overcoming Distraction, Regaining Focus, and Working Smarter All Day Long
Author: David Rock
Length: 246 pages
Key topics: The cognitive limitations of the human brain | The brain's two dominant networks | The five key functions the brain has to balance at work | The SCARF model | Cognitive load and how to manage mental demands | Impact of stress | How to manage stress | The importance of attention | How to enhance focus | How to foster insights in the workplace | Practical strategies and techniques for improving productivity, managing distractions, and working smarter | Brain-friendly leadership
Description: Your Brain at Work, by Dr. David Rock, explains the predicament we all face at our workplaces and provides a way to become a focused, productive, and improved version of ourselves.
Rock discusses how our brains work, its limitations, and how to manage distractions, stress, and work-related challenges. It talks about the SCARF model – Status, Certainty, Autonomy, Relatedness, and Fairness along with examples.
Dr. Rock uses storytelling to convey complex concepts. Through the interaction of the characters, their situations, and how they feel and act, readers learn the importance of focus and working smartly. The tools, techniques, and strategies suggested in the book are easy to understand and implement.
One of the key takeaways from the book is that the brain is not designed for multitasking. Another takeaway is that the brain needs breaks to function at its best.
Product marketers are often pressured to juggle multiple tasks and meet deadlines, leading to distraction and burnout. Your Brain at Work is the best book for product marketing managers to understand how their brains work and develop strategies for overcoming distraction, regaining focus, and working smarter.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover - US $23.32 | Paperback - US $77.09
Amazon US – Hardcover - US $24.50 | Paperback - US $29.45 | Kindle - US $20.99
Essentialism: The Disciplined Pursuit of Less
Author: Greg McKeown
Length: 272 pages
Key topics: The difference between essentialism and consumerism | The four laws of essentialism | The importance of saying ‘no’ | The power of boundaries | Benefits of living a less cluttered life | Strategies for becoming an essentialist | Personal stories and examples that illustrate the principles of essentialism
Description: Whether you are in sales and marketing or any other department, a common issue is too much work and very little time, resulting in chaos and poor productivity levels. Essentialism by Greg McKeown discusses focusing on the things that matter most and eliminating the rest.
The book explains the four laws of essentialism and the benefits of living a less cluttered life. Greg McKeown also offers simple tools and strategies for effectively implementing essentialism, along with anecdotes and real-life examples to illustrate essentialism's fundamental principles.
The book is designed to help product marketing managers focus on the most important aspects of their job, such as developing and launching new products, product positioning, and measuring the success of marketing campaigns. Establishing boundaries is dealt with effectively in the book, allowing them to be more productive and efficient.
This is a necessary read for sales and marketing teams as they usually juggle multiple tasks. Figuring out how to prioritize them and eliminating wasteful activities will boost team morale and improve sales.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover – US $19.61 | Paperback – US $14.48
Books on sales
The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to Go from $0 to $100 Million
Author: Mark Roberge
Length: 224 pages
Key topics: How to hire the right salespeople | Training reps on the specific skills and knowledge required to close deals | Managing reps to achieve their goals | Creating and executing demand generation strategies that generate high-quality leads | Leveraging technology for an efficient and improved sales process | The mindset required to accelerate sales successfully
Description: In the current digital landscape, numerous data points are generated at every step. HubSpot's former Chief Revenue Officer Mark Roberge believes the entire sales process can be made predictable, smooth, and effective by leveraging relevant data. He discusses the Sales Acceleration Formula, which uses data, technology, and inbound selling to reach US $100 million in sales.
Roberge’s formulae on hiring, training, management, and demand generation provide a data-driven, step-by-step approach to growing revenue and building a successful sales team.
His insights are based on his experience as the Chief Revenue Officer of HubSpot, scaling the sales team from 0 to $100 million in revenue. Roberge does a great job of explaining complex concepts clearly and concisely. He also provides numerous helpful examples and case studies.
Mark Roberge leverages data and metrics to back up his claims, provides specific, actionable steps you can take to improve your sales results, and covers all aspects of sales, from hiring to training to management. If you are serious about growing your sales, read The Sales Acceleration Formula.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover – US $19.61
Amazon US – Hardcover – US $18.99 | Kindle US $16
To Sell Is Human: The Surprising Truth about Moving Others
Author: Daniel H. Pink
Length: 272 pages
Key topics: What does selling entail today | The new tenets of sales | The three core abilities of persuasion | The best qualities of sales reps | How to overcome rejection| The future of sales.
Description: When thinking of selling, we immediately picture someone selling a product or a service. According to Daniel Pink, we all engage in sales regularly when we persuade others to do something or part with their resources. He argues that selling is both- making a sale and moving others to action. Through this book, he challenges the conventional view of selling as a manipulative process and offers a new framework for understanding and practicing the art of persuasion.
The book explores the new ABCs of sales: Autonomy, Purpose, and Mastery. The second part looks at the three rules for understanding another's perspective: Curiosity, Empathy, and Selflessness. The third part discusses the five frames that can make your message more precise and persuasive: Scarcity, Urgency, Reciprocity, Authority, and Liking.
He also talks about the characteristics of the best sales reps, how to persuade customers and people in general, and how to handle and overcome rejection. This book is essential for selling in today’s landscape era by shedding older concepts and ideas and embracing new methods.
Where to buy: Thrift Books, Amazon US
Pricing details:
Thrift Books – Hardcover – US $23.14 | Paperback – US $14.48
Amazon US – Hardcover – US $16.49 | Paperback – US $16.63 | Kindle US $14.99
