Product Management 101

Product Management 101

@amitranjan
@amitranjan
38 Followers
3 months ago 351

This presentation covers the fundamentals of Product Management, essential skillsets for Product Managers, and effective strategies for managing product lifecycles. It explains how to prioritize features, communicate effectively, and own the product vision without exercising direct authority over the team (as is frequently the case with PMs).

Product Management 101

@amitranjan3 months ago

Product Management 101

                        Presentation Flow

                        • · Product Management
                        • -what, why, who
                        • · Product Manager skillsets
                        • · Difference between Consumer & Enterprise products
                                            • · Product Management is the function that manages the product life cycle through activities like planning, forecasting, production, marketing.
                                            • · The Product Management role can have different flavours
                                            • -engineering, design, sales, user acquisition, marketing, data etc

                                                                  The Product Management Dilemma

                                                                  • · Product Managers have responsibility but no authority
                                                                  • · They own the product, but don't manage the people building the product

                                                                                        'A great product manager has the brain of an engineer, the heart of a designer, and the speech of a diplomat…'

                                                                                                              'The best Product Managers become CEOs of their products (minus P&L responsibilities)…'

                                                                                                                                    Product Management owns the vision, design, and execution of the product

                                                                                                                                                          · Vision

                                                                                                                                                          • -align org goals with market conditions & user needs
                                                                                                                                                          • - 'get' the pulse of the product (think movie directors)

                                                                                                                                                          · Design

                                                                                                                                                          • -give shape to the product: feature mix, user experience

                                                                                                                                                          · Execution

                                                                                                                                                          • -work with engineering, quality, marketing to deliver

                                                                                                                                                                                Identifying a Good Product Manager

                                                                                                                                                                                • · Strong product sense/instinct
                                                                                                                                                                                • · Carries multiple points of views
                                                                                                                                                                                • · Communicates clearly
                                                                                                                                                                                • · Simplifies & prioritizes
                                                                                                                                                                                • · Measures & iterates
                                                                                                                                                                                • · Understands good design
                                                                                                                                                                                • · Writes effective copy

                                                                                                                                                                                                      'Product Managers are God's gift to mankind…. against feature bloat'

                                                                                                                                                                                                                            "Every failed product had an awesome spreadsheet…"

                                                                                                                                                                                                                                                  Product Managers: 'The Art of Saying No'

                                                                                                                                                                                                                                                  · So many reasons to say yes

                                                                                                                                                                                                                                                  • -'But the data looks good…'
                                                                                                                                                                                                                                                  • -'But it'll only take a few minutes….'
                                                                                                                                                                                                                                                  • -'But this customer is about to quit…'
                                                                                                                                                                                                                                                  • -'But we can just make it optional…'
                                                                                                                                                                                                                                                  • -'But my cousin's neighbour said…'
                                                                                                                                                                                                                                                  • -'But we're allowed to work on whatever we want…'
                                                                                                                                                                                                                                                  • -'But 713,000 people said they want it…'
                                                                                                                                                                                                                                                  • -'But we'll achieve our monthly target…'

                                                                                                                                                                                                                                                                        How to tackle casual product feedback

                                                                                                                                                                                                                                                                        • · One person's opinion (OPO)
                                                                                                                                                                                                                                                                        • -what if the one-person is Steve Jobs
                                                                                                                                                                                                                                                                        • · Strong suggestion
                                                                                                                                                                                                                                                                        • · Vocal minority phenomenon
                                                                                                                                                                                                                                                                        • · Mandate

                                                                                                                                                                                                                                                                        https://www.linkedin.com/pulse/20140602024642-22330283-avoiding-the-unintendedconsequences-of-casual-feedback

                                                                                                                                                                                                                                                                                              3 point thumb rule for product prioritization

                                                                                                                                                                                                                                                                                              • · Product features (prioritizing for a product)
                                                                                                                                                                                                                                                                                              • -Metrics movers
                                                                                                                                                                                                                                                                                              • -Satisfiers
                                                                                                                                                                                                                                                                                              • -Delighters
                                                                                                                                                                                                                                                                                              • · Product Roadmap (prioritizing overall product plan)
                                                                                                                                                                                                                                                                                              • -Core
                                                                                                                                                                                                                                                                                              • -Strategic
                                                                                                                                                                                                                                                                                              • -Venture

                                                                                                                                                                                                                                                                                                                    Both consumer & enterprise products deliver user values & functionality but…

                                                                                                                                                                                                                                                                                                                    • - Consumer: you build for end-users Enterprise: you build for end-users & buyers
                                                                                                                                                                                                                                                                                                                    • -Consumer: satisfies the user's emotional need Enterprise: workflow efficiency is focus
                                                                                                                                                                                                                                                                                                                    • - Consumer: build what users love (partners: Eng/Design/Pdt.) Enterprise: revenue driven (partners: Sales/Marketing)
                                                                                                                                                                                                                                                                                                                    • - Consumer: often requires an artistic mindset Enterprise: requires a business mindset

                                                                                                                                                                                                                                                                                                                                          References

                                                                                                                                                                                                                                                                                                                                          • · http://crankypm.com/2006/11/08/that-all-the-responsibility-and-no-authority-saying/
                                                                                                                                                                                                                                                                                                                                          • · http://steveblank.com/2010/01/25/whats-a-startup-first-principles/
                                                                                                                                                                                                                                                                                                                                          • · http://www.paulgraham.com/growth.html
                                                                                                                                                                                                                                                                                                                                          • · http://blog.intercom.io/product-strategy-means-saying-no/
                                                                                                                                                                                                                                                                                                                                          • · https://www.linkedin.com/pulse/20140602024642-22330283-avoiding-the-unintendedconsequences-of-casual-feedback
                                                                                                                                                                                                                                                                                                                                          • · https://www.pinterest.com/pin/47850814762416434/
                                                                                                                                                                                                                                                                                                                                          • · http://www.sachinrekhi.com/blog/2013/01/28/what-is-product-management
                                                                                                                                                                                                                                                                                                                                          • · http://www.quora.com/What-distinguishes-the-Top-1-of-Product-Managers-from-the-Top10/answer/Ian-McAllister
                                                                                                                                                                                                                                                                                                                                          • · https://www.linkedin.com/pulse/how-enterprise-products-differ-from-consumer-angelayoonjeong-yang
                                                                                                                                                                                                                                                                                                                                          • · www.dilbert.com
                                                                                                                                                                                                                                                                                                                                          • · http://www.quora.com/What-are-the-best-ways-to-prioritize-a-list-of-product-features
                                                                                                                                                                                                                                                                                                                                          • · http://www.instigatorblog.com/the-role-of-product-managers/2012/06/08/
                                                                                                                                                                                                                                                                                                                                          • · https://medium.com/design-of-a-technology-business/ultimate-guide-to-product-prioritizationb08c18d5c00f
Product Management 101
Amit Ranjan
1/16
Presentation Flow
• Product Management 
‐ what, why, who
• Product Manager skillsets
• Differen…
2/16
• Product Management is the function that 
manages the product life cycle through 
activities lik…
3/16
• Product Managers have responsibility but no 
authority 
• They own the product, but don’t manag…
4/16
“A great product manager has the brain 
of an engineer, the heart of a designer, 
and the speech …
5/16
“The best Product Managers become 
 CEOs of their products (minus P&L 
 responsibilities)…”
6/16
Product Management owns the vision, 
design, and execution of the product
7/16
• Vision
‐ align org goals with market conditions & user needs
‐ ‘get’ the pulse of the product (…
8/16
Identifying a Good Product Manager
• Strong product sense/instinct
• Carries multiple points of v…
9/16
“Product Managers are God’s gift to 
 mankind…. against feature bloat”
10/16
"Every failed product had an awesome 
spreadsheet…"
11/16
Product Managers: “The Art of Saying No”
• So many reasons to say yes
‐ “But the data looks good……
12/16
How to tackle casual product feedback
• One person's opinion (OPO)
‐ what if the one-person is St…
13/16
3 point thumb rule for product prioritization
• Product features (prioritizing for a product)
‐ M…
14/16
Both consumer & enterprise products 
deliver user values & functionality but… 
- Consumer: you bu…
15/16
References
• http://crankypm.com/2006/11/08/that-all-the-responsibility-and-no-authority-saying/
…
16/16


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