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42 Rules of Product Management

$ 19.95

Learn the rules of Product Management from leading experts around the world

42 Rules of Product Management is a collection of wisdom from 40 expert Product Managers around the world for a combined amount of over 500 years of hands-on experience. Each author shares an insightful rule to follow to be a successful Product Manager.

This book will expose you to the experience and knowledge of a group of the world’s leading Product Management experts with a range of perspectives in both consumer and business markets.

Includes links to a library of free Product Management white papers and templates

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Product Description

Whether you are a seasoned and experienced Product Manager or are just starting out, “42 Rules of Product Management” will help you lead with greater effectiveness and influence.

Packed with pearls of Product Management wisdom, 42 Rules of Product Management has something for everyone. Best of all, it was written with the busy Product Manager in mind. Each rule is kept to two pages and is designed to stand on its own. They can be read in any order. In less than five minutes a day, you can learn from 40 of the best Product Managers in the world.

Author: Brian Lawley
CEO & Founder, 280 Group

List of Rules and Authors

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  • “Rules Are Meant To Be Broken” by Greg Cohen, Senior Principal Consultant, 280 Group
  • “Work on Products You Are Passionate About’ by Brian Lawley, CEO and Founder, 280 Group
  • “Beware the Requirements Death Spiral’ by Greg Cohen, Senior Principal Consultant, 280 Group
  • “Think Like an Entrepreneur’ by Linda Gorchels, Director of Executive Marketing Education, Wisconsin School of Business and author of The Product Manager’s Handbook
  • “Learn to Say “No” to Customers’ by Ivan Chalif, Blogger, The Productologist
  • “Product Management is Inherently Political’ by Rich Mironov, Author, The Art of Product Management
  • “There Is a Fine Line Between Knowing It All and Being a Know-It-All’ by Alyssa Dver, CEO, Mint Green Marketing
  • “Market Research Must Be Actionable’ by Luke Hohman, Founder and CEO, The Innovationn Games Company
  • “The Two-Week Rule’ by Marty Cagan, Author, Inspired
  • “Focus on the Needs of Your Market, Not Just Individual Requests from Individual Customers’ by Jeff Lash, Blogger, How to Be a Good Product Manager
  • “No Surprises’ by Jim Reekes, Senior Principal Consultant, 280 Group
  • “Be Data-Driven by the Consumers of Your Product’ by Kevin Epstein, Author, Marketing Made Easy
  • ’90-360-3” by Dan Torres, Senior Director of Global Product Management, Kensington Computer Products
  • “Open Up More Possibilities by Bringing Creativity into Your Role as a Product Manager” by Natalie Yan-Chatonsky, Product Management Consultant, brainmates pty ltd
  • “Get Your Hands Dirty’ by John Cook, VP of Consumer PC Marketing, Hewlett Packard Company
  • “Get Out of the Office’ by Paula Gray, Applied Cultural Anthropologist, AIPMM
  • “You Do Not Own Your Product’ by Linda Merrick, Founder, Pivotal PM
  • “Carve Out “Think” Time’ by Adrienne Tan, Director, brainmates pty ltd
  • “Get the Market Segmentation Right!’ by David Fradin, Senior Principal Consultant, 280 Group
  • “Clarify Your Product Positioning before Your Next Important Decision” by Fritz Mueller, Senior Director of Product Management, i365
  • “Clearly Define and Align Your Roles and Responsibilities’ by Tom Evans, Principal Consultant, Lucrum Marketing
  • “Write It Down!’ by Sarah Rosenbaum Gaeta, Senior Director of Content Product Management & Sales Enablement, Plastic Logic
  • “Make Sure You Have Clear Priorities’ by Dan Olsen, Co-Founder and CEO, YourVersion
  • “Salespeople Don’t Just Want to Make Lots of Money’ by Dave Dersh, VP of Consulting and Training, 280 Group
  • “Create a Culture of Openness” by Erick Krock, Chief Marketing Officer, Voximate
  • “Align Your Product Strategy with the Company Strategy–Then Sell It!’ by Mara Kreips, Founder, Pivotal PM
  • “Short, Standardized Cycle Times Drive Predictability’ by James Moorehead, VP of Product Management, Support.com
  • “Find Market Problems Worth Solving’ by Nick Coster, Director, brainmates pty ltd
  • “A Business Is Not a Democracy” by Phil Burton, Senior Principal Consultant, 280 Group
  • “Agility Is Key to Product Management Success” by Matthew Bookspan, Director of Product Management, Voxeo
  • “Tap Into Your Customers” by Jen Berkley, Founder, The Insight Advantage
  • “Determine Your Marketing Approach Early–and Wisely’ by Barbara Rice, Senior Principal Consultant, 280 Group
  • “Let the Customer End the Debate’ by Noel Adams, President, Clearworks
  • “Differentiation Isn’t Enough, You Have to Be Better” by Paul Alexander Gray, Consultant, brainmates pty ltd
  • “Act Like a Child’ by Michaela Zwinakis, VP of Solution Management, Governance Risk, and Compliance Solutions, SAP
  • “Decide What You Are Going to–and Not Do’ by Mike Freier, Senior Principal Consultant, 280 Group
  • “Establish Trust and Leadership’ by Developing Good Relationships with Team Members and Fostering Communication across Functions by Howard Rosenfield, Founder and Principal Consultant, Matanzas Creek Consulting, LLC
  • “Great Execution Trumps a Great Product Idea’ by Janet George, Director of Research Engineering, Yahoo! Research
  • “Be All You Can Be’ by Reena Kapoor, Founder and Chief Strategist, Conifer Consulting
  • “I Can See Clearly Now: The Transformational Power of Transparency’ by Christine Crandell, Senior Vice President of Global Marketing, Accept Software
  • “Always Be Learning” by Therese Padilla, Co-Founder and President, AIPMM
  • “These Are Our Rules. What Are Yours?” by Greg Cohen, Senior Principal Consultant, 280 Group


If you asked me to place decades of product management experience in a box, this book is what you will find under the lid. 42 Rules of Product Management is a truly unique compendium of practical product management advice from proven professionals in their field. If you are seeking commercial success for a product or service, 42 Rules of Product Management will navigate you around numerous pitfalls encountered along the way, including the barriers that are often self-induced.

– Michael J. Salerno, Co-Founder, Boston Product Management Association

42 Rules of Product Management is a very straightforward, easy and fun read. There is nothing more elegant and simple than asking fellow product managers to share their ideas and capture it all for future reference. It’s a book that everyone is going to want to have within reach.

– Therese Padilla, President, Association of International Product Marketing and Management

Brian and Greg have shown tremendous leadership by bringing together talented Product Management professionals to share their thoughts, opinions and passion for Product Management. This book shows that the global Product Management community is alive and actively growing.

– Lisa Simons, Senior Product Development Consultant, brainmates

I can give you 42 reasons why you should read this book but they wouldn’t be nearly as useful as what’s in it!

– Alyssa Dver, CEO of Mint Green Marketing and Author of No Time Marketing and Software Product Management Essentials