The growth of digital media, products and services has resulted in a change in the way companies do business. With technology moving to the forefront, and consumers demanding simpler ways to do business, companies have increasingly turned to product managers to deliver an end-to-end, integrated experience. With this practical guide, you’ll learn how to understand the needs of external customers without requirements elicitation or sign-offs, the difference between customer and business value, and why you need to create both. You’ll discover how to respond to changes in the market and the actions of competitors. You’ll understand how to develop new products, launch them into the market, and how to deliver business outcomes through the maturity and eventual retirement of your product.