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Escaping the Build Trap: How Effective Product Management Creates Real Value
To stay competitive in today’s market, organizations need to adopt a culture of customer-centric practices that focus on outcomes rather than outputs. Companies that live and die by outputs often fall into the "build trap," cranking out features to meet their schedule rather than the customer’s needs.
In this book, Melissa Perri explains how laying the foundation for great product management can help companies solve real customer problems while achieving business goals. By understanding how to communicate and collaborate within a company structure, you can create a product culture that benefits both the business and the customer. You’ll learn product management principles that can be applied to any organization, big or small.
In five parts, this book
Why organizations ship features rather than cultivate the value those features representHow to set up a product organization that scalesHow product strategy connects a company’s vision and economic outcomes back to the product activitiesHow to identify and pursue the right opportunities for producing value through an iterative product frameworkHow to build a culture focused on successful outcomes over outputs
In this book, Melissa Perri explains how laying the foundation for great product management can help companies solve real customer problems while achieving business goals. By understanding how to communicate and collaborate within a company structure, you can create a product culture that benefits both the business and the customer. You’ll learn product management principles that can be applied to any organization, big or small.
In five parts, this book
Why organizations ship features rather than cultivate the value those features representHow to set up a product organization that scalesHow product strategy connects a company’s vision and economic outcomes back to the product activitiesHow to identify and pursue the right opportunities for producing value through an iterative product frameworkHow to build a culture focused on successful outcomes over outputs
199 pages, Kindle Edition
First published November 1, 2018
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Displaying 1 - 30 of 360 reviews
December 31, 2018
A super book. If you’re struggling to become a product-led organisation then this needs to be on your bookshelf. From organisational culture to the product management role Melissa has delivered a great guide to spotting and solving the problems companies have shifting from an output to an outcome focus. I’ve already bought several copies for my clients. If you have 'product' in your job title - get a copy.
January 5, 2023
This book is dedicated to PRODUCT management. Wait, not precise enough. It's dedicated ONLY to building the CORRECT product (instead of e.g., building the project CORRECTLY). This is not an issue, I just wanted to set the expectations correctly.
In general, it's one of the best books on product mgmt - it's not particularly long, and there are no complex frameworks one could adopt, but it's pretty good when it comes to setting up the mindset and emphasizing what's truly important. The author does very well when it comes to capturing the differences between product mgmt and other disciplines, she is spot on when listing the common sins of product engineering organizations: basically, there's A LOT of wisdom to pick up and apply.
Why not 5 stars then? Well, I was struggling, and TBH it wasn't far, but I've found the middle part (dedicated to strategy) the most tedious, least specific, and generally significantly worse than the rest of the book. In the end, it's solid 4.2-4.4 stars, rounded down to 4. But I can definitely recommend this book to everyone interested in product-focused organizations. It may not be as good as Cagan's classics but the time spent on it is DEFINITELY not wasted.
In general, it's one of the best books on product mgmt - it's not particularly long, and there are no complex frameworks one could adopt, but it's pretty good when it comes to setting up the mindset and emphasizing what's truly important. The author does very well when it comes to capturing the differences between product mgmt and other disciplines, she is spot on when listing the common sins of product engineering organizations: basically, there's A LOT of wisdom to pick up and apply.
Why not 5 stars then? Well, I was struggling, and TBH it wasn't far, but I've found the middle part (dedicated to strategy) the most tedious, least specific, and generally significantly worse than the rest of the book. In the end, it's solid 4.2-4.4 stars, rounded down to 4. But I can definitely recommend this book to everyone interested in product-focused organizations. It may not be as good as Cagan's classics but the time spent on it is DEFINITELY not wasted.
August 26, 2019
Product-led company nirvana and how to get there
Apart from the fact that the 6 questions at the back of the book make it worth the read all on their own, the rest of this great book covers what it take to build a true product-led company where anything (everything) is possible. I really enjoyed the flow of the narrative as the book progresses and how Melisa points out so many things which caused me to think ah-ha! If I had one critique I’d ask for more visuals linking key ideas and concepts together, there is so much here, I’d suggest you bring a pen and a notebook to draw out the ideas shared yourself, as you read along. Having said that, this book is a must read!
Apart from the fact that the 6 questions at the back of the book make it worth the read all on their own, the rest of this great book covers what it take to build a true product-led company where anything (everything) is possible. I really enjoyed the flow of the narrative as the book progresses and how Melisa points out so many things which caused me to think ah-ha! If I had one critique I’d ask for more visuals linking key ideas and concepts together, there is so much here, I’d suggest you bring a pen and a notebook to draw out the ideas shared yourself, as you read along. Having said that, this book is a must read!
December 28, 2020
With great hope, I start to read this book but just got fairly disappointed in the middle. Although this book provides good examples of specific situations: PMs rushing to solutions instead of focusing on the reason, it failed to provide deep insight in all aspect it inspired to address.
The strategy section is blend, boring and simply an endless repetition of buzzwords without explaining the true meaning behind or any relatable examples. After reading Lean Start-up, the comparison is even clearer. I would rate this book as mediocre.
The strategy section is blend, boring and simply an endless repetition of buzzwords without explaining the true meaning behind or any relatable examples. After reading Lean Start-up, the comparison is even clearer. I would rate this book as mediocre.
April 16, 2020
I've been meaning to read this since it came out, and finally got a chance the past few days.
I've read a lot of product/UX/strategy books, but this is going to become my new book to recommend to people (in fact, I already did this morning!).
Melissa does a great job at sharing a lot of practical advice through a bit of storytelling, making it easy to read and understand. The short chapters break things up so you don't feel overwhelmed with information.
I will say that the parts about 'strategic intent' seemed rather more in-depth than a lot of the rest of the book, but I don't consider that a problem. If anything, it means this is a book that someone can refer back to over time, as their organization becomes more "product-led".
I appreciate her linking out to online resources / case studies, making it easy for the reader to continue their learning journey. Next time a friend asks me for product management resources, this will be the first book I point them to (the second is "Inspired" by Marty Cagan - but I think this is a more welcoming text!)
I've read a lot of product/UX/strategy books, but this is going to become my new book to recommend to people (in fact, I already did this morning!).
Melissa does a great job at sharing a lot of practical advice through a bit of storytelling, making it easy to read and understand. The short chapters break things up so you don't feel overwhelmed with information.
I will say that the parts about 'strategic intent' seemed rather more in-depth than a lot of the rest of the book, but I don't consider that a problem. If anything, it means this is a book that someone can refer back to over time, as their organization becomes more "product-led".
I appreciate her linking out to online resources / case studies, making it easy for the reader to continue their learning journey. Next time a friend asks me for product management resources, this will be the first book I point them to (the second is "Inspired" by Marty Cagan - but I think this is a more welcoming text!)
November 8, 2020
What is a build trap?
The build trap is when organizations become stuck measuring their success by outputs rather than outcomes. It’s when they focus more on shipping and developing features rather than on the actual value those things produce.
Book explains about product management and mistakes that organizations and product managers make at product management and provides solutions for them.
What is product management?
Product management is the domain of recognizing and investigating the known unknowns and of reducing the universe around the unknown unknowns. Anyone can run with solutions based on known knowns. Those facts are readily available. But it takes a certain skill to be able to sift through the massive amounts of information and to identify the right questions to ask and when to ask them.
The build trap is when organizations become stuck measuring their success by outputs rather than outcomes. It’s when they focus more on shipping and developing features rather than on the actual value those things produce.
Book explains about product management and mistakes that organizations and product managers make at product management and provides solutions for them.
What is product management?
Product management is the domain of recognizing and investigating the known unknowns and of reducing the universe around the unknown unknowns. Anyone can run with solutions based on known knowns. Those facts are readily available. But it takes a certain skill to be able to sift through the massive amounts of information and to identify the right questions to ask and when to ask them.
February 14, 2019
A nice read on product management, and most importantly on being outcome focused. the examples in the book are very relatable and can give any product manager or product owner some good ideas on how to make changes in their own environment to get a step closer to becoming outcome oriented, rather than output oriented.
November 29, 2021
Интересная для меня концепция приоритета пользовательской ценности и отказа от измеренич успеха продукта объемом функционала или сделанных фич
May 28, 2020
Fantastic! I currently lead a small Product organization and have created a great list of takeaways from this book. Melissa does a great job of articulating the steps along the journey to become a product-led organization focused on outcomes, not outputs. I also appreciate the format and depth in this book. It was relatively quick to read, easy to understand, and focused on providing just enough content to help the reader grasp the concepts and get energized to mature their Product organization and company.
March 25, 2021
This is absolutely a great book for people who lack a background or training in product development. I definitely learned a few new things and got some nice references to models I hadn't seen before.
Having worked with products my entire career I feel like a lot of it is stating obvious things. I also don't see the red line the entire time... A company should have a Chief Product Officer and be product-driven. Okay, fair enough - but then the book talks about vision, strategy, goals etc. A lot in relation to products, but it seems to be stating that strategy driven, customer driven, vision driven or goal driven is wrong or different to product driven in the beginning. All of it also kind of echoes what I have been taught is just called "design thinking". Trying to reinvent the "Toyota kata" as the "Product kata" is kind of a stretch - I think it was already built for that purpose. I also think the book downplays the importance of other aspects of business too. It is of course meant to focus on shipping the right outcomes, but it sounds a little bit like that is all it takes - like budgeting for HR and operations isn't necessary as long as you build products that produce outcomes.
The second half of the book, or the third last part approximately, is a lot better than the first part, and it felt kind of like it started with details and ended up on a higher level, where I would have preferred starting at a top level working down - but that is probably just a matter of taste.
All in all it's a good book and a recommended read if you've never read about product management or product development (or design thinking). Obviously there is a practical focus on software products, but it works for hardware product companies too, with some clear examples as well.
Maybe I am a bit harsh - I think the general idea and purpose of the book is definitely valuable! And I could not have done it better myself - I just think it would benefit from some more nuances over maybe 100 pages more.
Having worked with products my entire career I feel like a lot of it is stating obvious things. I also don't see the red line the entire time... A company should have a Chief Product Officer and be product-driven. Okay, fair enough - but then the book talks about vision, strategy, goals etc. A lot in relation to products, but it seems to be stating that strategy driven, customer driven, vision driven or goal driven is wrong or different to product driven in the beginning. All of it also kind of echoes what I have been taught is just called "design thinking". Trying to reinvent the "Toyota kata" as the "Product kata" is kind of a stretch - I think it was already built for that purpose. I also think the book downplays the importance of other aspects of business too. It is of course meant to focus on shipping the right outcomes, but it sounds a little bit like that is all it takes - like budgeting for HR and operations isn't necessary as long as you build products that produce outcomes.
The second half of the book, or the third last part approximately, is a lot better than the first part, and it felt kind of like it started with details and ended up on a higher level, where I would have preferred starting at a top level working down - but that is probably just a matter of taste.
All in all it's a good book and a recommended read if you've never read about product management or product development (or design thinking). Obviously there is a practical focus on software products, but it works for hardware product companies too, with some clear examples as well.
Maybe I am a bit harsh - I think the general idea and purpose of the book is definitely valuable! And I could not have done it better myself - I just think it would benefit from some more nuances over maybe 100 pages more.
March 26, 2021
I had too high expectations for this book given all the advance praise I came across. I had also really enjoyed some of Melissa Perri's blog articles I had come across earlier. Unfortunately, for me, the book didn't live up to the expectations. There are some really good bits and it's an easy read. However, there were lot's of things that didn't work for me at all. I didn't find the "Marquetly" story (an imaginative company learning to become product-led) relatable nor inspiring. I found the structure of the book confusing. There are, however, some really good bits of practical advice here and there.
July 30, 2019
The build trap (i.e. adding features instead of solving problems) is probably the most common offence in the IT world. The book is short but it manages to cover a lot of important topics: experimentation, outcome vs output, product management vs project management, incentives, policies and other important factors to become a product-led organisation.
It will help you to put focus on the "why" of the product instead of only on the "what", "when" and "how". Without a valid "why", the other parts shouldn't be even considered.
Good read!
It will help you to put focus on the "why" of the product instead of only on the "what", "when" and "how". Without a valid "why", the other parts shouldn't be even considered.
Good read!
May 25, 2021
This book opened my eyes to the importance of product management.
It contains many interesting insights about what it means to move from an output-based company to a product lead company.
I think the ideas in the book builds on the views from the book "The Lean Startup", but I don't believe you have to read it beforehand.
I recommend this book to everyone wanting to learn how to build good products.
It contains many interesting insights about what it means to move from an output-based company to a product lead company.
I think the ideas in the book builds on the views from the book "The Lean Startup", but I don't believe you have to read it beforehand.
I recommend this book to everyone wanting to learn how to build good products.
November 15, 2018
Great read. Highly recommend for product leaders at all levels
Melissa has created a highly relatable and actionable book for product leaders at all levels. If you are curious to lead or create a product-centric organization and culture this is the book for you.
Melissa has created a highly relatable and actionable book for product leaders at all levels. If you are curious to lead or create a product-centric organization and culture this is the book for you.
June 2, 2020
I think I will gift this book to all aspiring PMs :)
October 3, 2020
An amazing book, I wish I'd read it years ago
January 21, 2021
The descent continues... Stay tuned for more spicy, 3-star reviews of product management books that I get from work.
Not particularly well written, but I learned a thing or two. 3 stars.
Not particularly well written, but I learned a thing or two. 3 stars.
May 25, 2023
First time I read it was before I was a product manager. Now that I've read the book the 2nd time as a PM, everything is more relevant and can be applied to my role in the company.
February 26, 2019
Very clear overview of what it means to be an outcome- (i.e. product) -focused company in the 21st century.
No technical jargon, large focus on the career and responsibilities of a "product manager" and why you might need them in your teams & organization. Spoiler: it's not just about vomiting out requirements. It really isn't just a new job ad. It's moving towards a new organizational culture.
Not just targeted toward young startups, this book provides next steps for every kind of organization.
Very good introduction to the "why" and "how" without getting lost in technicalities.
Perfect as a first read into the topic and a great stepping stone towards lean/user story mapping/hypothesis-driven development/derisking/optionality/principle of mission/organizational culture/... content.
No technical jargon, large focus on the career and responsibilities of a "product manager" and why you might need them in your teams & organization. Spoiler: it's not just about vomiting out requirements. It really isn't just a new job ad. It's moving towards a new organizational culture.
Not just targeted toward young startups, this book provides next steps for every kind of organization.
Very good introduction to the "why" and "how" without getting lost in technicalities.
Perfect as a first read into the topic and a great stepping stone towards lean/user story mapping/hypothesis-driven development/derisking/optionality/principle of mission/organizational culture/... content.
June 11, 2022
Who should read this book?
UX designers looking to understand how they can influence businesses they work in.
Product managers of any kind.
Any executive (Director, VP and C level) that is wondering how their product operates or rather should operate.
This one is hitting the nail on the head on explaining what is a product lead org, why that makes sense, and how exactly is it the best way of operating for a company based on the success of other product lead companies (Apple, Google, Amazon…)
If there is a person on your team that has read this book and still does not understand what experimentation within product is, why it is important and how it is basically UX research - they did not actually read it.
It is not rocket science and is explained in very concrete examples, tangible concepts and very simple terminology. My love to the author for being so succinct and direct.
UX designers looking to understand how they can influence businesses they work in.
Product managers of any kind.
Any executive (Director, VP and C level) that is wondering how their product operates or rather should operate.
This one is hitting the nail on the head on explaining what is a product lead org, why that makes sense, and how exactly is it the best way of operating for a company based on the success of other product lead companies (Apple, Google, Amazon…)
If there is a person on your team that has read this book and still does not understand what experimentation within product is, why it is important and how it is basically UX research - they did not actually read it.
It is not rocket science and is explained in very concrete examples, tangible concepts and very simple terminology. My love to the author for being so succinct and direct.
January 14, 2022
I had the pleasure of hearing Melissa Perri talk at Mind The Product Manchester back in 2020 (before the start of Covid).
Her talk was inspiring, using the perfect mix of historical anecdotes from well-known brands coupled with personal experience.
Escaping The Build Trap does not disappoint and contains valuable tips and tricks that can be used to reduce the chance of failure and increase success.
Will resonate with, and recommend it as a read to any Product Manager from novice to c-suite.
Her talk was inspiring, using the perfect mix of historical anecdotes from well-known brands coupled with personal experience.
Escaping The Build Trap does not disappoint and contains valuable tips and tricks that can be used to reduce the chance of failure and increase success.
Will resonate with, and recommend it as a read to any Product Manager from novice to c-suite.
March 10, 2022
Overall it was a simple book that would provide value to those that either haven’t read similar books before or are new to this domain.
The author focuses on the anti-patterns she’s come across around areas such as product design, product delivery, product management and org structure/dynamics - which all resonate. However, I felt the fictional example throughout failed to inspire and the concepts and recommendations lacked depth. I would’ve liked Perri to explore recommendations and how to implement them in greater to detail.
The author focuses on the anti-patterns she’s come across around areas such as product design, product delivery, product management and org structure/dynamics - which all resonate. However, I felt the fictional example throughout failed to inspire and the concepts and recommendations lacked depth. I would’ve liked Perri to explore recommendations and how to implement them in greater to detail.
March 21, 2023
Listened to the audio book, and thought the whole premise of being part of an org that is stuck in the build trap resonated strongly with me. Melissa Perri does a really nice job of laying out the key steps needed to become a product led organization by walking us through a case study of a fictitious organization. This is a really good resource for anyone who is in product and feels that their org only really pushes for number of features or capabilities launched rather solving the true end user problems.
March 21, 2023
A quick and helpful read. Much of the content is standard knowledge PMs should have a few years into their roles, but I found the chapters on product-led organizations and strategic positioning for companies to be most useful at this stage in my career. Didn’t love the writing style and most frameworks covered were not original to the author, but a useful book nonetheless.
April 2, 2022
Great book for a CEO that is curreny growing a company already booming or that already has Product Market Fit. Not so useful for early stage products that go through the first steps of creating value for their customers.
July 10, 2022
From my experience as a software developer working in startups, I can consider this book as an open letter to all startups. It clearly clarifies the problems in organizations through both reasoning about issues and case studies. It also states importance of understanding what needs to be done to become product-led company and overcome output-only oriented mindset.
June 2, 2019
Must read for Product Managers.
August 29, 2020
This is by far one of the most on point
and actionable books on product management I have ever read.
and actionable books on product management I have ever read.
June 3, 2021
Great book, really enjoyed it.
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December 23, 2021One of the Best Product Management book for everyone. @Melissa Perri's approach is awesome - provides practical approach to be successful in PM career.
Highly recommended !!!
Highly recommended !!!
Displaying 1 - 30 of 360 reviews