Marty Cagan has worked with some of the biggest tech product companies in the world. He was involved in the early stages of Netscape and eBay, and has since formed SVPG, who work with tech product teams to help them make the most of their products. With SVPG, Marty has worked with teams at Google, Apple, Netflix, Airbnb, Disney, and Amazon – to name just a few household names.
In this talk, Marty hammers home the point that customers are not the source of innovation – it must come from inside your company. Prime and the iPhone would not exist if Amazon and Apple listened to their customers, he argues. Using examples from some of the biggest product companies in the world, Marty shows how using engineers in Product Discovery can lead to innovation in a way that a focus group never could.