Key Paths

  • No matter where you work, product managers have one thing in common – finding, creating and delivering marketable products and creating value for the business.
  • The production community is still missing out on something they did not understand about 20 years ago: a product manager may occasionally be a CEO, but they are not small CEOs.
  • Product management is not the same in every company
  • The purpose of information is to focus, not on information
  • In fact, product managers do more than just create products

Product Managers – What Do They Do?

Lasting question, ongoing discussion, often ends in debate.

A.D. In 2016, @Oma Robinson, one of my favorite product managers, and I compiled a list of misconceptions about our system. The profession and role of the Prime Minister. Fast forward to 2021, and I look forward to seeing whether any of the original beliefs are still relevant or how much our industry has changed. So – I did some research.

I spoke to 20 top product executives in the Australian Product Management community and posted the question to two brand Slack communities. Here is the complete sample I found.

The Prime Minister is the mini-CEO [repeated from 2016]

It seems that 20 years ago, Ben-Horitz’s insightful piece of wisdom is still being debated.

Even Horotz himself has been stripped of this, so let’s call it now – product managers may occasionally act as chief executives, but they are not junior executives.

The biggest difference is power.

Most prime ministers have no power. Instead, they need special influences, listening, gathering evidence, and presenting convincing narratives and information.

Martin Erickson shares his thoughts and I revisit Martin Kagan’s views on the subject.

Product management is the same in every company [repeated from 2016]

No, no, no and no.

The role of product manager is fluid. Every company, usually every company in the same company, wants something different from the prime minister. There are a number of factors that can affect the way a prime minister does his job:

  1. The size of the company. In a start-up or small business, you can be the sole prime minister responsible for the entire product management life cycle by spending significant time discussing, listening, and coordinating with stakeholders. Or maybe you are in a large established business, Atlasia, Spotify or <በሀገርዎ ውስጥ ቴልኮ ወይም የፋይናንስ አገልግሎት ኩባንያ ያስገቡ> , More defined role and P.O. , Prime Minister, may be in a high-ranking structure. , Production team or directors, or CPO.
  2. The industry. Some industries, such as high-tech, insurance, telecommunications, or biotech, may have special requirements, such as regulation and compliance, or other markets where important issues such as ethics and privacy influence choices and decisions.
  3. Business model. PMS can communicate closely with market people in B2C or with engineering, especially in B2B. You are sure to work closely with sales in sales companies. In production companies, you may be happy to be part of a cross-cutting production team where the product reaches C-Group.
  4. The culture of the company. Some companies are group-led and collaborative, perhaps self-organizing, empowered by the team to achieve the company’s customer and business goals. Since goals and programs are set elsewhere, others may be more traditional so that the role of the prime minister is less about discovery and more about delivery.
  5. Product life cycle: The role of the Prime Minister will be different depending on where the product or service is in the life cycle. If it is a preliminary idea, you can do more verification, prototyping, testing, learning and discovery. If the product is established in the market, the focus may be on increasing or maintaining the average income of a user. Towards the end of life (EOL) you may need to destroy a product or manage the inevitable damage.
  6. Product type. Again, the role of the Prime Minister may vary depending on what the product or service is, whether it is a product, a collection or a portfolio.
  7. Roles around you. As product management matures, new roles appear. In the introduction to Service Design and the UX, we saw the role of the Prime Minister in morphology and maturity. Today, special roles in production opts and product development are revisiting the role of the prime minister. Check out this place.

A few principles of PM do not change in these variables – think about customer and business needs; Focus on identifying and solving real problems; By prioritizing countless great ideas and thinking about how to say no. All by listening, cooperating and communicating.

Product management should all be based on the data / information

The tendency to be “information driven” drives many prime ministers and we all have to love information. Quantitative data and quality information. But most importantly, experienced prime ministers should never forget – the value of thought and wisdom from experience.

While some information is a gift, I’m not sure if the robots will be prime ministers. In fact, choices and decisions are always part of art, partly science. If you are entering a “data” conversation, use it to focus on people, groups, and conversations as ‘data driven’ rather than ‘driven’.

Good production decisions come from treating inputs equally

There are inputs everywhere – feedback from customers, the team, the leadership team; Quaternary data tells us something and quality information gives us another insight. But are they all equal? “Is the customer always right?” Noooooooo, not necessarily. Using clients as an example: Common design solutions can be dangerous, but they are good at helping you solve problems, so get involved here.

Good decisions range from actual weight and focus to inputs – data, customer feedback, marketing, experiences built from your track record, team efficiency, and so on.

Product managers only produce products

Again, it depends on which company, which product, which market. I have carried out almost everything, from expressing and verifying the original idea to writing frequently asked questions and call scripts to the customer service team. I think as an executive producer who is often focused on his vision and strategy, inspiring many teams, suppliers and partners and engaging with a wide range of stakeholders. You are a product manager and a product marketer by emphasizing positioning, pricing and marketing. Similarly, only one piece of the product can be you prime, perhaps part of a channel or user experience. In this case, yes, you can only work on the product. But every time you move to a new organization, it will be different.

Product managers are responsible for supply and delivery

We hope you don’t, but in many cases you will be seen as a project or delivery manager and spend more time than you would like to mobilize teams working within time, capacity and budget constraints.

As organizations grow, we see diversity and respect for the role of product manager, and prime ministers can focus more on creating value, understanding consumers, and driving business.

Product managers need to be immersed in technology

This man was discovered about six years ago, and in my experience, every prime minister from Silicon Valley should have a deep understanding of technology. This misconception has led to the disappearance of many female prime ministers because few have been promoted as engineers or have degrees in computer science. Look at Marty Kagan – many of the best prime ministers come from different backgrounds. Design, business and liberal arts to name a few.

However, almost everything we do these days involves technology, so if that isn’t a sweet spot, you need to build your skills over time. You need to be able to hold your own in discussions with various stakeholders, including engineers, but your job is to make sure all stakeholders are clear about the technology, OPS, marketing, sales, finance, etc. about the business and the customer. The results you are working on.

My view? The prime ministers have a T-shape. We add value by implementing strong product thinking in the sectors in which we participate.

We are nearing the end 🙂 No 10, 5 but 7 perceptions I shared.

Like all good leaders, I want to hear from others. what do you think? What do you agree or disagree with? Can I add something for you?

Thanks to my production community, you know who you are, and to Ben Reid, @Digrants, for always helping you and screaming for ideas or ideas. You rock, man.

Finally, as a prime minister, if you are going into your early, middle, or future golden years, here is a review tool that can help you in your search. We have listed four areas for a great product manager. It’s free to use and free to download. (We don’t even ask for your email address!)

About the author

Over the past 25 years, more than 35 digital (hardware and software, B2C and B2B) products Sandra Davy Deep love for digital product management, efficient practices, and value for products bring deep respect for organizations. As a product manager with Organ, she takes this experience to help people, teams and leaders improve the value they create for customers, marketing and business.