What, exactly, is a Product Manager?
By Martin Eriksson on October 5, 2011
I often get asked what a product manager is. What do they do? Where do
they come from? Why do they like sharpies so much?
In his bookInspired,Marty Cagan describes the job of the product
manager as“to discover a product that is valuable, usable and
feasible”. Similarly, I’ve always defined product management as the
intersection between business, technology and user experience (hint –
only a product manager would define themselves in a venn diagram). A
good product manager must be experienced in at least one, passionate
about all three, and conversant with practitioners in all.
Business：Product Management is above all else a business function,
focused on maximising business value from a product. Product Managers
should be obsessed with optimising a product to achieve the business
goals while maximising return on investment. Sorry, this does mean that
you are a suit – but you don’t have to wear one.
Technology：There’s no point defining what to build if you don’t
know how it will get built. This doesn’t mean a Product Manager needs to
be able to sit down and code but understanding the technology stack and
most importantly understanding the level of effort involved is crucial
to making the right decisions. This is even more important in an Agile
world where Product Managers spend more time day to day with the
development tea`m than with anyone else inside the business.
User Experience：Last but not least the Product Manager is the voice
of the user inside the business and must be passionate about the user
experience. Again this doesn’t mean being a pixel pusher but you do need
to be out there testing the product, talking to users and getting that
feedback first hand – especially in a start-up.
“to discover a product that is valuable, usable and feasible – Marty
Manage what exactly?
Why do you need this breadth of skills? Because the role itself is
incredibly broad and varied and you’ll be using them every day.
It starts with setting a vision for the product, which requires you to
research, research and research some more your market, your customer and
the problem they have that you’re trying to solve. You have to
assimilate huge amounts of information – feedback from clients,
quantitative data from your web analytics, research reports, market
trends and statistics – you need to know everything about your market
and your customer, and then mix all that information with a healthy dose
of creativity to define a vision for your product.
Once you have a vision, you have to spread the word in your business.
Get dogmatic, evangelical even, about the utopia that is your product.
And if you can’t get passionate about it – you’re in the wrong job or
you didn’t come up with a very good vision. Your success, and that of
your product, relies on every team member —— from sales to developer –
understanding that vision and being at least a little bit passionate
about it as well.
And then you switch gears again and start building an actionable plan to
reach that vision. A roadmap of incremental improvements and iterative
development that take you step by faltering step closer to that final
vision. This is when all that hard work preaching the good word pays off
– and your team throw themselves into coming up with better designs,
better code and better solutions to the customers problem.
Now we get really detail oriented, as you work day in, day out with the
development team as a product owner —— defining and iterating the
product as you go, solving problems as they pop up and closely managing
scope so you can get the product out on time.
The product is finally out there and suddenly you’re spending your days
poring over data again – looking at how customers use the product, going
out and talking to them about the product and generally eating, sleeping
and breathing the product. Did you solve the right problem? Do your
users get the product? Will they pay for the product?
And then you do it all over again. And these days its not a waterfall
process – you’re not doing this step by step, you’re doing this for a
dozen products or features at any one time, switching from strategy to
tactics in the blink of an eye.
Sure it’s a tough job but it’s just about the most fun you can have with
your clothes on —— certainly the most fun you’re going to get paid to
do. You get to define the very essence of a product, design solutions
to your customers’ problems, work with everyone in the business and play
a very large part in your business’s success. We’re the unsung heroes of
the tech world or at least we’d like to think so…