By Marty Cagan · svpg.com · LinkedIn
Marty Cagan argues that green technology is poised to become the next major wave of innovation, much as the Internet touched nearly every business. He points to advances from Xerox PARC in solar concentrator photovoltaics and solid-state lighting, noting lighting alone consumes a large share of US electricity. He stresses that most of these innovations depend heavily on software, from control systems for efficient heating and cooling to new marketplaces and web services. Because great technology alone does not produce successful products, he predicts strong demand for product leaders who can turn inventions into usable, affordable offerings. The essay matters to product people because it signals where skilled product management talent will be needed and how a globally connected supply chain may shape the next product wave.
01Key takeaways
- Look for adjacent markets where software can reshape how an industry operates, as the Internet did for nearly every business.
- Great technology is not enough; invest in product leadership to make innovations usable, affordable and compelling.
- Expect software to be central even in hardware-heavy domains like energy and infrastructure.
- Design products for a global market by leveraging distributed research, manufacturing and distribution.
- Recognize that waste from one company can become raw material for another, creating new platform opportunities.
02Key sections
- Green tech breakthroughs
- Cagan highlights innovations from Xerox PARC in solar energy and solid-state lighting. He notes that lighting accounts for a large share of US electricity and could be substantially reduced.
- Software at the core
- He argues that nearly every green technology relies on sophisticated software, from device control systems to marketplaces for trading manufacturing waste. Even existing software categories will be reshaped.
- Demand for product leaders
- Cagan expects engineers and scientists to be recruited into new ventures, and stresses that product management is equally needed to turn technology into compelling products.
- A flat world of product development
- He predicts this wave will leverage global research, engineering, manufacturing and distribution, reaching customers everywhere.
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.