By Marty Cagan · svpg.com · LinkedIn
Marty Cagan argues that product teams benefit from writing a short manifesto, a public declaration of core principles and beliefs that complements the product vision and strategy. He describes how a manifesto forces a team to separate what is fundamental and strategic from what is tactical and temporary. The process itself helps uncover a company's DNA and provides a framework for evaluating the many alternatives every product faces. Because a manifesto is not tied to any one feature set, it can align product management, design, engineering, and marketing around shared beliefs. Cagan encourages teams to hold a short working session to identify and prioritize their guiding principles.
01Key takeaways
- Write a short manifesto of core beliefs to complement your product vision and strategy.
- Use the drafting process to separate fundamental principles from temporary tactics.
- Treat the manifesto as an evaluation framework for weighing competing product options.
- Keep the manifesto independent of specific features so it stays relevant as products change.
- Decide deliberately whether the manifesto is an internal alignment tool or a public statement.
- Run a couple-hour team session to discuss, identify, and prioritize what matters most.
02Key sections
- Why a manifesto
- A manifesto is presented as a concise companion to vision and strategy, drawing on well-known precedents like the GNU and Agile manifestos. Its value lies in stating clear principles.
- Example from a startup
- Cagan describes working with a consumer startup that started with a long list and distilled it to eight core principles. The exercise surfaced the founders' intent.
- Separating strategic from tactical
- Writing a manifesto requires deciding what is fundamental and enduring versus incidental and temporary. It is not a feature list and is not tied to any single product incarnation.
- Going public or keeping it internal
- Some manifestos are internal tools for product teams, while others are public statements aimed at users, partners, investors, and employees, depending on purpose.
- Aligning the team
- A manifesto can unify product management, design, engineering, and marketing more effectively than most other documents.
03From the post
“A partnership dedicated to teaching best practices to product teams and product leaders”
04Frameworks mentioned
Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.