Transformed: Moving to the Product Operating Model

TRANSFORMED was written to help companies learn to operate like the best tech-powered companies in the world. This way of working is referred to as the product operating model.

This is not a particular process or methodology or single way of working; it is a set of principles that you’ll find in those companies that believe they should be powering their business with technology.

The goal of TRANSFORMED is to bridge the gap between where most companies are right now, and where they need to be. The leaders of these companies know they need to transform to compete in an era of rapidly changing enabling technology, but most of them have never operated this way before.

TRANSFORMED has three big goals:

• First, the book will educate you with a deep understanding of the product operating model, and what it means to work that way
• Second, the book will convince you with detailed case studies of successful transformations, that while difficult, it is absolutely possible for you to transform your company to the product operating model
• Third, the book will inspire you with truly impressive case studies of product innovation, showing what you too will be capable of doing once you successfully transform

TRANSFORMED is written for those driving change, including the product leaders, the senior company leaders―the CEO and other senior executives and stakeholders who need to collaborate with the product teams―the members of the product teams, and all those who either support or depend on these product teams.

This book is filled with real-world examples and proven, practical advice from decades of experience helping companies move to the product operating model.

PRAISE FOR TRANSFORMED

“TRANSFORMED should be in the hands of every organizational leader evolving their organization in this post-pandemic world. Marty has captured all the impactful aspects of the product operating model and I can wholeheartedly attest based on my own personal journey in both retail and healthcare, this is a key reference guide moving forward.”
―PRAT VEMANA, Chief Digital and Product Officer, Target

“Marty has been helping set the standard in Product for years with INSPIRED, EMPOWERED, and his work at SVPG. With TRANSFORMED, Marty offers a powerful guide to help companies master the product concepts, overcome the inevitable obstacles of a transformation, and learn from real-world examples of product transformations. This book should be a trusted resource for any company trying to transition to the product model.”
―TYLER TUITE, Chief Product Officer, Carmax

“SVPG understands what most executives don’t. In order to achieve organizational transformation, you must experience a personal transformation. This book will show you how to do both.”
―BRENDAN WOVCHKO, Chief Technology Officer, Ramsey Solutions

“SVPG has already taught us how the product model empowers all companies to better serve their customers. TRANSFORMED now teaches us how to unlock that power in any company despite its industry, product type or past management approach. With this book, we now all have the roadmap needed to transform our businesses into product powerhouses.”
―MICHAEL NEWTON, CEO, Qorium; former VP of Product at Nike

“If you’re looking to understand the importance of a product-first approach to business, this book is a must-read. TRANSFORMED is an inspirational guide through the product model that speaks directly to the non-product executive.”
―MATT BROWN, Chief Financial Officer, Altair Engineering, Inc.

“In an era where technology is the heartbeat of most successful businesses, TRANSFORMED stands out as the essential guide for any company navigating the transition to the product operating model. Marty masterfully demystifies the journey, blending hard-won insights with compelling case studies, making it not only a roadmap for transformation but also an inspiration. Having witnessed countless organizations grapple with this very shift, I can confidently say this book is the beacon they’ve been waiting for. A must-read for anyone serious about harnessing the power of technology to propel their business forward.”
―MIKE FISHER, Former CTO at Etsy