Having accumulated fifteen years of experience in the role of product manager across Google, Microsoft, and Asana, I have gained an in-depth understanding of the various components that make up this role. The most valuable insight I can offer is that the scope of a product manager’s duties can vary considerably from one organisation to another, making the job description an ever-evolving and open-ended one.
No matter the organisation or level of experience, the success of a Product Manager is contingent upon the development and implementation of several essential core competencies. These five points are integral for any individual to thrive in this role and should be considered when embarking on a career in product management: 1. Understanding the customer journey and developing customer insights 2. Crafting a product vision and strategy 3. Managing the product lifecycle 4. Collaborating with stakeholders and team members 5. Driving product delivery and results. By honing these skills and applying them to day-to-day responsibilities, Product Managers can ensure their success and maximise the value of their products and services.
Do you wish you had a deeper understanding of product management? Take a look at the Project Management Checklist.
Setting objectives first and then lining them upCan you describe your product’s end goal? Define “success” for me, please. Do all members of your team have the same expectations and motives?
Throughout the entirety of the product life cycle, from the initial research stages to the final feedback stages, it is essential for product managers to ask themselves key questions in order to ensure success. It is imperative to establish and frequently reassess objectives, not only in terms of the products being sold, but also in terms of the goals of the entire team. Scheduling meetings and creating plans that prioritise the achievement of the team’s objectives is a critical component of achieving success.
Get early buy-in on your hypotheses.Do our customers require the capabilities that we are intending to invest the next two quarters into creating? Are we confident that our product will be used as intended and achieve our desired objectives?
It is essential to ensure the practicality of an idea before dedicating significant resources to it. As a Project Manager, if you wish to promote productivity, you must acquire the ability to assess your assumptions quickly and effectively. To this end, connecting with a few users and seeking their opinion can often be a valuable asset.
Researching successful items is a terrific way to spark new ideas.Product teardowns, whereby a product is methodically dismantled and analysed to identify any shortcomings, can be an effective way of determining what works and what does not. Through this process, it is possible to gain insights into a product’s construction, composition, and performance.
It is essential to broaden our perspective beyond our industry’s direct competitors and take cues from other sources of inspiration. We must cultivate the habit of recognising the advantages and shortcomings of any noteworthy idea, concept, or product. It is not beneficial to focus solely on a product’s deficiencies; instead, it is important to highlight its positive attributes.
Design your route like a charcuterie platter.The most effective product managers understand the importance of a balanced portfolio to achieve the desired outcomes for their products. By focusing on more than one metric, such as customer acquisition and satisfaction, or expanding existing features and maintaining a manageable codebase to prevent long development cycles, they are able to achieve their objectives within the given time constraints. Using ranked lists to prioritise tasks and goals can be beneficial in this situation, as long as they are all working towards the same goal.
By utilising this technique, you can make informed decisions regarding where your resources are best allocated, thus avoiding any single approach from being overly dominant. In my opinion, creating a charcuterie board as a metaphor for your strategy is an excellent comparison. It is essential to include a diverse selection of meats and cheeses on your charcuterie board to ensure that it does not become monotonous.
Don’t only address the surface-level issues brought up in sales inquiries.As a project manager, it is your duty to determine the true problem underlying the requests for new features and changes to existing ones. Consumers and executives may provide prescriptive suggestions as to the capabilities they desire, but it is the responsibility of the project manager to analyse these requests to determine the actual issue that needs to be addressed.
As a project manager, it is essential to consider the underlying issue instead of simply focusing on the customer’s request. In this case, the Head of Sales has requested data to be exported to spreadsheets, but that may not be the most effective solution to their problem. It is the responsibility of the product manager to identify the deeper needs that the product is not currently meeting, and to explore alternative solutions that could offer a more comprehensive approach. By digging beneath the surface and understanding the full scope of the customer’s needs, the product manager can ensure that the best solution is implemented.