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DON'T BRING A BACKLOG TO A GUNFIGHT!
Product managers talk about features. Executives talk about revenue. Money Stories are how product and technical leaders translate what they are building into how it will make money and why that work is essential. In terms that their audience understands. Whether you're pitching a major initiative, defending a roadmap, or trying to avoid adding "just one more thing," money stories communicate the value of product work.
WHO THIS BOOK IS FOR
This book is for the maker community -- product managers and product leaders, developers and technical leaders, designers and researchers, product owners and business analysts, DevOps and ProdOps, test engineers, tech writers -- who need to communicate value to non-maker audiences.
It will also be useful to CEOs, business-side leaders, and people in more revenue-focused roles who want to understand the challenge of predicting financial outcomes long before we know what something is.
PRAISE FOR MONEY STORIES
"Every product leader needs this book. It finally gives you the language -- the 'Money Stories' -- to communicate value to your C-suite and align your product roadmap with the real economic drivers of the business."
-- Christina Wodtke, Author of Radical Focus and The Team that Managed Itself
"Every roadmap falls apart the moment real money shows up -- unless you've already told the money story behind it. Rich Mironov is the master of this, and this book is the Rosetta Stone for product leaders and CEOs alike."
-- Bruce McCarthy, Product Leadership Advisor, co-author of Aligned
"Money stories add in the factor that most leaders actually care about. Rich brilliantly connects that to the product work teams do every day."
-- Jeff Gothelf, Co-founder Sense & Respond Learning, co-author of Lean UX
"When I work with B2B product organisations, it seems that standard product management advice often bounces off the plate armour of a sales-driven culture. Money stories provide the common language needed to bridge this gap. This book is an essential guide for anyone navigating the constant tension between long-term product vision and sales demands."
-- Jason Knight, B2B Product Consultant & Podcaster @ One Knight in Product
"Every successful marketer understands that effective messaging is tailored to the language and preferences of the target audience. With Money Stories, you'll learn to speak in the language of your audience: executives.
-- Steve Johnson, OG Product Guy and author of Turn Ideas into Products
"Money Stories is the missing link between the reality of running a business and the practicality of shipping product. The universal language of business has always been money. Many of CEOs I work with have struggled with their product teams stubbornly using the language of product and not business. Rich has created the Babel Fish of product management."
-- Mr Joe Leech, Coach to CEOs
TABLE OF CONTENTS
Introduction: Who This Book Is For; About This Book; About Me
I. DEFINING MONEY STORIES
Tell Me a Story; What Money Stories are Good for (And Not Good For)
II. MONEY STORY PATTERNS
Upsell; Boosting Volume; Retention/Churn Reduction; New Customer Acquisition; Market Entry; Operational Cost Savings
III. SCOPE, COUNTING THE DIGITS, CARE & FEEDING
Sorting Big from Small; Scope; The Challenge Of "Selling" Technical Investments
IV. UNPACKING ROI
"Earning Our Keep" and Calculating feature-level ROI
V. PUTTING MONEY STORIES INTO PRACTICE
Discussion, Then Agreement; Making Roadmaps More Strategic; How Does This Apply To AI?
Now That You Have A Money Story, What Do You Do With It?
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