Lenny's Podcast: Product | Growth | Career

Becoming evidence-guided | Itamar Gilad (Gmail, YouTube, Microsoft)

165 snips

Sep 21, 2023

Itamar Gilad, a product coach and author with a rich background at Google and Microsoft, dives deep into the concept of being 'evidence-guided' in product management. He discusses innovative testing methods like fake doors and smoke tests that shift the focus from opinion-based to evidence-backed decision-making. Gilad also introduces the GIST model for effective roadmapping and the idea of metric trees to align organizational goals. He emphasizes the importance of using actual customer data over gut feelings, which resonates with product managers aiming for impactful outcomes.

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ANECDOTE

Google Plus Failure

Itamar Gilad's first project at Google was integrating Gmail with Google Plus, a social network meant to rival Facebook.
Despite immense investment, Google Plus failed because people didn't need another social network, highlighting the pitfall of opinion-based development.

ANECDOTE

Gmail Tabbed Inbox Success

The Gmail tabbed inbox, unlike Google Plus, started small and was initially doubted.
Through rigorous testing and user research, it became a successful feature loved by passive email users, proving the power of evidence-guided development.

INSIGHT

Founder Insight vs. Evidence

Founder insights are crucial, but shouldn't be blindly followed.
Even Steve Jobs, known for strong opinions, changed his mind based on evidence, demonstrating the importance of data-driven decisions.

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Inspired

How To Create Products Customers Love

Marty Cagan

In 'Inspired,' Marty Cagan provides a detailed and practical guide to product management. The book emphasizes the critical role of product managers in merging technology and design to address genuine customer needs while aligning with business objectives. Cagan discusses key concepts such as the importance of product vision, continuous discovery and delivery, and the need for a user-centric approach. He also highlights the differences between product management and other roles like product marketing, and stresses the importance of having a dedicated team for product development. The book is structured to help both junior and seasoned product managers understand and implement best practices in product management, drawing from Cagan's extensive experience in the tech industry.

The Lean Startup

Eric Ries

The Lean Startup introduces a revolutionary approach to building and scaling businesses, emphasizing continuous innovation, customer feedback, and scientific experimentation. Eric Ries defines a startup as an organization dedicated to creating something new under conditions of extreme uncertainty. The book advocates for 'validated learning,' rapid experimentation, and the Build-Measure-Learn feedback loop to shorten product development cycles and measure actual progress. It also stresses the importance of pivoting or persevering based on data and customer needs, making it an essential read for anyone involved in starting or growing a business[1][2][5].

Evidence-Guided

Creating High-Impact Products in the Face of Uncertainty

Itamar Gilad

In 'Evidence-Guided', Itamar Gilad presents a systematic approach to product development using the GIST model (Goals, Ideas, Steps, Tasks). This framework helps teams focus on clear objectives, generate and test ideas, and work efficiently. The book provides actionable tools and real-world examples to help organizations transition from opinion-based to evidence-guided development.