Release 20250801 [ALPHA]
A step-by-step guide to creating a product vision, coordinating technical resources, and managing over the product lifecycle.
Karl T. Ulrich
The Wharton School
This handbook is the textbook for the Wharton course on product management I teach, OIDD6540. The handbook is intended for a general audience. It assumes some basic knowledge of business, but not much. Most chapters include links to other media (e.g., podcasts or videos) as well as to the academic literature supporting the chapter.
Contents
- Introduction to Product Management
- Competition and Product Strategy
- Customer-Driven Solutions and the Waterfall Development Processes
- The Product Requirements Document or PRD (forthcoming)
- The Amazon PR FAQ (forthcoming)
- The Triple Diamond Model of Design
- Customer Persona and the Job to be Done – Diamond 1
- Understanding Customer Needs – Diamond 2
- Concept Development – Diamond 3
- Big D and little d Design (forthcoming)
- UI/UX (forthcoming)
- Agile Development (forthcoming)
- TAM, SAM, SOM and the Beachhead Market
- Product-Market Fit (forthcoming)
- Growth Hacking (forthcoming)
- Go-To-Market (GTM) Systems
- Unit Economics and the Financial Model of the Business
- KPIs and Dashboards (forthcoming)
- Customer Feedback and Product Improvement (forthcoming)
- Product Roadmaps (forthcoming)
- Minimum-viable product and Lean Approaches (forthcoming)
- Branding and Naming
Related Contents
- Opportunity Identification
- Alpha Assets and the Five Flywheels
- Organizational Capabilities and the Fifth Flywheel
Cite as:
Karl T. Ulrich. The Product Management Handbook. The Wharton School. University of Pennsylvania. 2025. https://ktulrich.com/the-product-management-handbook/
Copyright (c) 2022-2025 Karl T. Ulrich – Permission is granted for all individual educational uses. The contents may not be reproduced for sale or otherwise distributed for financial gain without express permission of the author.