Published date: March 02, 2009
© 2009 Avangate page 1 www.avangate.com
Interview with Marty Cagan
"Behind every great product there is a great product manager.
That is why there are so few great products out there."
Daniel Nicolescu, Business Development Manager, Avangate
Interviews, Published date: March 02, 2009
Marty Cagan is the founding partner at the Silicon Valley Product Group
(SVPG). SVPG was created to share senior level experience and best
practices with technology companies. He is also the author of the book
“Inspired: How To Create Products Customers Love” .
Marty has been a product executive for some of the biggest technology
names out there: Hewlett-Packard, Netscape Communications, America
Online, and most recently as Senior Vice President of Product Management and Design at eBay.
Daniel, Business Development Manager for the US Avangate office, met Marty during a
presentation he gave at Stanford on “Product Discovery” and afterwards he was kind enough to
share with us some tips on product development, with a deep focus on the importance of
product prototyping and user testing.
Daniel Nicolescu: What is product management and what is the role of a product manager
inside a company?
Marty Cagan: The product manager is responsible for discovering a product that is valuable,
usable and feasible. If he can do this, he’s done his job. If he can’t, there’s no point in spending
the time and money to build and launch the product.
Daniel Nicolescu: Given the changing speed of today’s markets, what development process
would you recommend for a software product? Is Waterfall too old to be taken into
Marty Cagan: Standard Waterfall is awful. At the least you must make some significant
adjustments to address the core issues. Fundamentally, in Waterfall, validation occurs too late