The document describes Brian Lawley's Optimal Product Management and Product Marketing process. It outlines a seven phase product lifecycle model consisting of Conceive, Plan, Develop, Qualify, Launch, Market, and Retire phases. It also describes the Optimal Product Process, which expands on this model by defining roles and responsibilities, phase activities, decision criteria, common PM/PMM activities, and tools to increase efficiency. The process utilizes nine key documents across phases for strategy and execution. The Master Product Plan consolidates these documents to facilitate continuous improvement. The 280 Group helps companies apply this process through assessments, tools, training, and certifications.