The Right It

양장본 Hardcover

Savoia, Alberto 저자(글)

HarperOne · 2019년 02월 26일

책 소개

Title appears with an asterisk above the i in "it," and also precedes the "why" in subtitle.

작가정보

저자(글) Savoia, Alberto

ALBERTO SAVOIA is currently teaching and collaborating with Stanford University and continues to work with Google to create and lead courses and workshops. Prior to his tenure at Google, Alberto was Director of Software Research at Sun Microsystem where he played a key role in the development of Java technology and tools, and co-founder of two very innovative and influential startups in the area of software development & testing tools.

One of the constants in Alberto's career has been his drive and passion for fostering and creating innovation in all of his endeavors. For this, he has won significant industry recognition and awards, including: The 2005 Wall Street Journal Technical Innovator Award, InfoWorld Top 25 CTOs Award, AlwaysOn Top Innovators Award (2004, 2005, 2006) and InfoWorld's Technology of the Year Award (2005, 2006).

목차

• Chapter Page
  Prelude xi
  Book Overview 1
  Part I Hard Facts
  1. The Law of Market Failure 13
  Failure is Not an Option-Not! 14
  The Law of Market Failure 15
  Market Failure and Success Defined 16
  Market Failure Statistics 18
  The Success Equation 19
  Too Smart to Fail? 21
  Failophobia 24
  Flop 25
  2. The Right It 29
  The Wrong It 30
  Thoughtland 31
  Hocus-Pocus Focus Groups 33
  The Four Trolls of Thoughtland 37
  Thoughtland and False Positives 43
  Thoughtland and False Negatives 45
  Escape from Thoughtland 49
  3. Data Beats Opinions 51
  Other People's Data 53
  You Must Get Your Own DAta 57
  Quick Recap 57
  Part II Sharp Tools
  Market Engagement Hypothesis 62
  Say it with Numbers 66
  Hypozooming 74
  5. Pretotyping Tools 79
  The IBM Speech-to-Text Example 79
  Pretotyping 83
  In Search of Pretotypes 86
  The Mechanical Turk Pretotype 88
  The Pinocchio Pretotype 95
  The Fake Door Pretotype 104
  The Facade Pretotype 117
  The YouTube Pretotype 121
  The One-Night Stand Pretotype 129
  The Infiltrator Pretotype 134
  The Relabel Pretotype 138
  Pretotyping Variations and Combinations 142
  What Makes a Pretotype a Pretotype 146
  6. Analysis Tools 149
  The Skin-in-the-Game caliper 149
  The TRI Meter 158
  Part III Plastic Tactics
  7. Tactics Toolkit 175
  Tactic 1: Think Globally, Test Locally 176
  Tactic 2: Testing Now Beats Testing Later 181
  Tactic 3: Think cheap, Cheaper, Cheapest 184
  Tactic 4: Tweak It and Flip It Before You Quit It 187
  8. Complete Example: BusU 195
  Thinking Clearly About Our Idea 197
  Time to Test 203
  Analyzing and Iterating 208
  A Lucky Break 212
  A Few Notes About the BusU Example 218
  9. Final Words 221
  The Right It: A Recap 223
  What to Build? 234
  Acknowledgments 245
  Glossary 249

기본정보

ISBN	9780062884657 ( 0062884654 )
발행(출시)일자	2019년 02월 26일
쪽수	272쪽
크기	145 * 211 * 25 mm / 363 g
총권수	1권
언어	영어