Overview

Based on the best-selling book, Transformed, by Marty Cagan, Lea Hickman, Chris Jones, Christian Idiodi, and John Moore. This course explores the essential skills required to lead a successful product operating model transformation within an organization. It emphasizes the importance of leadership, collaboration, and innovation in driving organizational change. By adopting a product-driven approach, this course offers a framework for transforming how businesses operate to become more customer-centric and outcome-driven. Throughout the course, you will gain practical insights and strategies for leading product-driven transformations. Real-world case studies illustrate the challenges and solutions faced by companies undergoing this transformation. You will learn how to develop cross-functional collaboration strategies and implement customer-centric product strategies that lead to business success. What sets this course apart is its focus on combining theory with actionable, real-world applications. Each module is designed to equip you with not just the knowledge but the tools to make an immediate impact in your organization. The course focuses on leadership and cross-functional collaboration, two critical components of product-driven transformations. This course is ideal for product leaders, executives, and transformation specialists with a basic understanding of product management and leadership. It is best suited for individuals ready to actively contribute to or lead an organizational transformation toward a product-driven model. © 2024 by John Wiley & Sons, Inc. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Used by arrangement with John Wiley & Sons, Inc.

Syllabus

Introduction

In this section, we define the product operating model, explore competitive pressures and leadership frustrations motivating adoption, and pinpoint common transformation pitfalls alongside success factors to guide pragmatic, product-led change.

Transformation Defined

In this section, we dissect digital transformation through the lens of the modern product model, showing how changing how you build, solve problems, and choose problems unifies engineering, product, and business goals.

Product Model Competencies

In this section, we map key product competencies to managers, designers, engineers and leaders. We outline role profiles and coaching, enabling teams to deliver customer value and measurable business results.

Product Model Concepts

In this section, we apply product model first principles to create empowered, outcome-oriented teams and run rapid, responsible experiments, turning data-driven insights into customer solutions via high-integrity delivery.

Transformation Story: Trainline

In this section, we see KKR fund Trainline's shift from legacy ticketing to product-led growth via data-driven squads. Learn to merge private equity vision, agile teams and analytics for innovation.

The Product Model in Action

In this section, we apply the product operating model to discovery and delivery. We illustrate cross-functional collaboration with sales, marketing, and finance to drive measurable outcomes and build stakeholder trust.

Transformation Story: Datasite

In this section, we examine how a product-centric mindset transforms a sales-driven legacy firm. We highlight cross-functional discovery that speeds delivery and targets customer-validated, high-value problems.

Transformation Techniques

In this section, we run an evidence-based product model assessment, apply targeted competency and concept tactics, and drive transformation with evangelism. We also cover timelines, coaching support, and stakeholder alignment.

Transformation Story: Adobe

In this section, we unpack Adobe's leap to a SaaS product model, studying the vision-led roadmap and cross-team practices behind Creative Cloud. We distill insight-driven strategies for faster, customer-focused delivery.

Overcoming Objections

In this section, we surface cross-functional objections to product changes and craft evidence-based responses. We set communication rhythms that transform resistance into collaborative discovery, speeding agile delivery.

Conclusion

In this section, we synthesize transformation levers from case studies and explore Trainline metrics to expose ROI. You then craft a personal roadmap translating course insights into strategic action.