How to Become a Product Manager

Isaac SouweineHead of Product Management @ Frank & Oak

Presented to Real FellowshipJune 20, 2014

I. what is a product manager?

product managers partner with devs, design and business to bring products to market that drive business value

http://www.mindtheproduct.com/2011/10/what-exactly-is-a-product-manager/

product managers thrive in specialized organizations (=not early stage startups)

PM

Design

Eng.

MktngBD

PMO

UX

VPs

Customers

Sales

and that diagram is a massive understatement

PM

design

Eng.

MktngBD

PMO

UX

VPs

Customers

Sales

BI INFCust svc Ops

HR FIN LAW M&A Strat

PM

design

Eng.

MktngBD

PMO

UX

VPs

Customers

Sales

the context is appropriate considering who invented product management

and who practices it at scale today

PM

design

Eng.

MktngBD

PMO

UX

VPs

Customers

Sales

II. what makes a good product manager?

1. communication

● via email● via slide decks● in meetings● in hallways● rationally and emotionally

2. analysis

● logical thinking (occam’s razor)● versatile number crunching● problem/solution mindset● strategic mindset● pattern recognition● simplification

3. grind

● keep the wheel moving● Marissa Mayer style● do whatever it takes

A 1% PM grinds it out. They do whatever is necessary to ship. They recognize no specific bounds to the scope of their role. As necessary, they recruit, they produce buttons, they do bizdev, they escalate, they tussle with internal counsel, they *

http://www.quora.com/Product-Management/What-distinguishes-the-Top-1-of-Product-Managers-from-the-Top-10]

a definition of grinding

4. precision

● meeting agendas● note taking ● specifications● test plans● bug reports● god of small things

5. versatility

● business● design● marketing● technology

6. curiosity

● technical curiosity● vendor curiosity● industry curiosity● customer curiosity● pure passion

7. empathy

● customer empathy● stakeholder empathy

8. leadership

● lead by consensus (not fiat)● lead by example● shape a direction● guide people

“how to hire a PM”

1. Hire all the smart people2. Strong technical background3. "Spidey-sense" product instincts 4. Leadership that's earned5. Ability to channel multiple points-of-view6. Give me someone who's shipped

https://www.kennethnorton.com/essays/productmanager.html

III. how to become a product manager?

1. be an engineer

● e.g. at Google● e.g. Nima @ F&O● tech as primary frame of reference● for gregarious coders

2. be a designer

● e.g. Dave Morin● design/UX as primary frame of reference● for products where look/feel are

paramount

3. be a marketer

● e.g. at FMCG● e.g. at Yahoo● e.g. Jeff @ F&O● customer or business as primary frame

of reference● often includes b-school

4. be a domain expert

● e.g. Dom @ F&O● specific domain as frame● often a B2B context

5. be a CEO

● e.g. Nick D’Aloisio (Summly/Yahoo)● e.g. Satya Witoelar (Koprol/Yahoo) ● product acquired path● acqui-hire path

THANK YOU!

@sonofsarah

isouweine.com