Book SummaryEmpowered, by Marty Cagan and Chris Jones

1-Page Summary1-Page Book Summary of Empowered

When you think of “technology companies,” the first names that might spring to mind are Apple, Google, Amazon, and Microsoft. But what about a hair salon that lets you book appointments online? Or the car repair shop that needs to keep up with advances in the automotive industry? Do these companies need the same mindset toward technology as the industry giants? Product management experts Marty Cagan and Chris Jones say that the answer is “yes.”

In Empowered, published in 2020, Cagan and Jones argue that technology and product development are fundamental drivers of today’s business success. The authors stress that in a modern business, technology is no longer just a supporting function—instead, it underpins every aspect of a company's operations, from product development to the customer experience. As such, to thrive in...

Empowered Summary What Is Product Leadership?

Cagan and Jones argue that all modern companies are in the technology business, no matter what kind of product they sell. (For the purposes of this discussion, a “product” can be a good or a service.) No matter the company’s overall focus—whether it provides lawn care, smartphones, or investment advice—technology underpins all business operations and is what allows companies to provide solutions to their customers’ needs.

(Shortform note: Modern businesses have become tech companies for even more reasons than Cagan and Jones cover. For example, businesses now need to consider cybersecurity, electronic payment methods, and platforms to manage customer relationships. Also, companies are now using AI to speed up operations, meet customer needs, and improve their brand recognition. The drive to shorten product and sales cycles is accelerating technological adoption as companies are now essentially required to connect with their buyers through a digital presence. Therefore, just as the authors state, every aspect of a modern business is deeply integrated with technology.)

Cagan and Jones’s main...

Empowered Summary Lead Like a Coach

The leadership model that exemplifies traits of trust and integrity isn’t that of the high-powered corporate exec—it’s that of the coach who’s focused on team success. According to Cagan and Jones, coaching is the most important leadership skill. To coach your team toward success, you can’t just focus on making sure they finish tasks—you have to inspire them as a team and as individuals, create development plans for each member, and maintain a constant dialogue as everyone you coach moves forward in their careers.

(Shortform note: In writing about leadership, Cagan and Jones assume your team members’ basic obedience as a given, but in Trillion Dollar Coach, Bill Campbell argues that your team won't automatically follow your lead just because you're their manager—you have to earn their respect in much the same way that sports coaches earn their players’ trust over time. Your authority needs to surface naturally, especially with highly talented employees. Campbell agrees with Cagan and Jones that to build your credibility, you have to nurture your team...

Empowered Summary The Empowered Team

An effective product leader is nothing without a strong team to lead. In technology-driven companies, product teams should be empowered to figure out how to solve customers’ problems rather than merely tasked with creating new product features. Teams empowered in this way maximize the customers’ experience while also serving the business’s needs. To create an empowered team, leaders should hire for passion and diversity, give teams ownership of their respective duties, and create a dynamic business structure that keeps teams aligned with company objectives.

Recruiting Your Team

To build a strong team, you must recruit strong people. However, Cagan and Jones argue that you shouldn’t place too much emphasis on hiring enormously exceptional people. Instead, you should hire people with competence and character.

Competence: Look beyond traditional qualifications such as elite college educations, and instead look for people who combine technical skills with a passion for work, an eagerness to learn, and a desire for personal growth. You generally want people who already have the skills to handle the work, but sometimes it's worth taking a chance on someone...

Empowered Summary Empowered Teams in Action

Not only are modern businesses and their structures always in flux, so are the industries in which they operate. In the fast-moving world of technology, product teams need to be empowered with contextual information and decision-making abilities to discover solutions that benefit both your customers and your business. To do this, your company's overall vision must become a concrete strategy for product teams to follow. This strategy must establish achievable objectives and define measurable results to gauge success.

(Shortform note: It’s not a new feature of the 21st century that businesses have to stay on their toes to keep up with ever-changing industries. In Innovation and Entrepreneurship, Peter F. Drucker argues that businesses must embrace change as a normal and necessary force in society. In addition to suggesting a variety of ways to steer a company toward the future, Drucker states that businesses, especially large ones, have a social obligation to be innovative that goes beyond the mindset of self-interest that Cagan and Jones write from. Should a major...

Shortform Exercise: Improve Product Focus in Your Workplace

Cagan and Jones argue that in a modern business, technology should drive business decisions, and that product leaders should develop and coach specialized teams to find the best ways to use technology to serve both the business itself and its customers. Consider to what extent these principles are, or could be, applied in your workplace.

At the organization where you work, is the technology you use developed in-house, or is it outsourced? To what extent do its capabilities steer the decisions made by your executives and management teams?