The making of a Product Manager: How to start a successful PM career
Imagine creating products that redefine our digital landscape. This is the world of a Product Manager, a role that has catapulted many into the upper seats of the tech industry. Consider Sundar Pichai of Google, Ryan Roslansky of LinkedIn or Satya Nadella of Microsoft — all three CEOs spend part of their careers in product management. This connection is no coincidence. It highlights the significant impact and potential of this role in shaping not just products, but entire companies and technologies.
But what does it truly take to excel in product management? It’s a journey less about formal education in the field, and more about a diverse blend of experiences, skills, and an undying curiosity. From understanding the technicalities of engineering to grasping the subtleties of user experience, a product manager is at the nexus of innovation.
“A great product manager has the brain of an engineer, the heart of a designer, and the speech of a diplomat”. — Deep Nishar
In this article, we’ll demystify what it takes to be a successful product manager. We start by clarifying the various roles in Product Management and their growth paths. Then, we dive into the diverse backgrounds of product managers and reveal why your background might be more of an asset than you think. Next, we spotlight the key traits that set successful PMs apart. Finally, we’ll guide you through some essential steps to kickstart your journey in Product Management.
Whether you’re just starting out, or you’re a seasoned professional aiming to refine your approach, join me in exploring the pathways to mastering this dynamic and rewarding career.
Part 1: The many faces of Product Management
The world of product management is rich and varied, not just in responsibilities, but also in titles. While ‘Product Manager’ is a common title, several other names often represent similar roles with subtle differences. For instance, ‘Product Owner’ is a term frequently used in Agile environments as Scrum, focusing more on the day-to-day management of the development backlog. ‘Program Managers’ and ‘Project Managers’ might focus more on the broader scope of program initiatives or specific project timelines, respectively. Understanding these nuances in specific company setups is crucial for anyone navigating this field.
How big tech companies name their product roles can often differ from industry norms. A notable example is Microsoft, where ‘Program Managers’ essentially perform the role of product managers. This variance in naming conventions can sometimes lead to confusion but also highlights the flexibility and adaptability required in product management roles.
So, how can you start? A career in product management might look linear on paper but is rather a journey through various stages and different teams and responsibilities. It often starts with an Associate Product Manager (APM), where one learns the ropes of the trade. As one gains experience, they can advance to a Product Manager, Senior Product Manager, and eventually to leadership roles like Director of Product Management or Chief Product Officer (CPO). Again, there are differences between companies. As I write this, my current title at Grover is Lead Product Manager, which is between Senior and Director of Product.
Each stage of this development requires different skills and offers unique challenges and opportunities. We won’t dive deeper into the subject matter here, but I recommend anyone interested to take a look at Ravi Metha.
A former Chief Product Officer at Tinder who previously worked at Facebook, TripAdvisor and Xbox, he offers a free product toolkit that maps out all the skills per stage. I also highly recommend his guide about growing as a Product Manager.
Dynamics of Role Changes: Airbnb’s 2023 Example
In 2023, Airbnb’s approach to product management underwent a strategic shift, as announced by CEO Brian Chesky. Rather than eliminating the product management function, Airbnb integrated it more closely with product marketing, creating a unified role. To understand this further, I highly recommend Lenny’s Podcast episode with Brian.
This move signifies a trend towards a more comprehensive approach to product management, where professionals are expected to deeply understand and engage with both the business and user side of product development.
The redefinition at Airbnb reflects a broader industry evolution. Product managers are increasingly seen as central figures in not just the development but also the marketing of a product, aligning closely with business strategies and customer needs. This change exemplifies the need for product managers to be versatile and adaptable, equipped to handle the multifaceted demands of a dynamic business environment.
Part 2: Educational Backgrounds of Successful Product Managers
The field of product management is unique in its openness to diverse educational backgrounds. Unlike many specialized professions, a specific degree in product management is not a prerequisite for success. Instead, the field thrives on the varied perspectives that individuals from different educational and professional backgrounds bring to the table.
Many successful product managers have backgrounds in fields as varied as engineering, business, psychology, and even the liberal arts. Their success is a testament to the versatility and broad applicability of the skills acquired in these diverse fields.
For instance, a background in engineering provides a strong foundation in technical skills and problem-solving, while a degree in psychology or liberal arts can offer valuable insights into user behavior and needs.
The Value of Varied Experiences
The varied experiences that come with different educational backgrounds are invaluable in product management. These experiences foster a deeper understanding of various aspects of business and technology, enhancing a product manager’s ability to innovate and lead effectively. Understanding the nuances of user experience requires empathy and creativity, which can be nurtured through a liberal arts education, while business acumen, often honed through a business degree, is crucial for strategic decision-making and market analysis.
The best product managers are those who continue to learn and adapt, regardless of their educational background. They are the ones who are constantly seeking new knowledge, whether through formal education, self-study, online courses, or on-the-job experiences. This continuous learning mindset is critical in a field that is constantly evolving with new technologies and market trends.
Part 3: Key Traits of Successful Product Managers
The essence of a top-tier product manager lies in an insatiable curiosity. This trait drives them to constantly explore new trends, understand emerging technologies, and question the status quo. Curiosity fuels their desire to learn about their users, market dynamics, and the intricacies of technology.
It’s this relentless quest for knowledge that enables them to anticipate market needs and ideate groundbreaking products.
The Triad of Expertise: UX, Engineering, Business
Successful product managers possess a unique blend of expertise in user experience (UX), engineering, and business. This combination allows them to see the product from multiple angles:
- User Experience (UX) and Design: A strong grasp of UX principles, including design, is essential. Product managers must understand how to create intuitive, user-friendly interfaces that engage and satisfy users. This understanding goes beyond mere aesthetics, focusing on the overall usability and experience of the product.
- Engineering Understanding: Rather than coding skills, a deep understanding of technical concepts and software mechanics is vital. This knowledge helps in effectively communicating with engineering teams, understanding technical challenges, and making informed product decisions.
- Business Acumen: As product managers climb the corporate ladder, their business insight becomes increasingly critical. The ability to speak the language of high-level stakeholders like CEOs, each with their unique concerns and perspectives, is key. This requires a strategic approach, tailoring communication and proposals to resonate with various audiences, from the Marketing Manager to the boardroom.
Breaking this further down, Product Manager’s care about Customer Insights (incl. Product Discovery), Product Strategy (building a compelling Product Vision), Influencing People (by leading a team and collaborating daily) and finally Product Execution (incl. Product Delivery).
Leadership, Strategic Thinking and Empathy
Leadership is a pivotal skill for product managers. They need to inspire teams, manage stakeholders, and guide products from conception to launch. This involves not just managing tasks but leading with vision and purpose. Strategic thinking complements this, as product managers must often navigate complex business landscapes, making decisions that align with both the immediate needs and long-term objectives of the company.
Empathy is crucial in understanding the needs and experiences of users, ensuring that products genuinely address their problems and enhance their lives. This skill also extends to working with cross-functional teams, where understanding diverse perspectives and challenges is key to fostering collaboration and driving collective success.
The Importance of Collaboration
In the world of product management, collaboration is not just a skill; it’s a cornerstone for success. Often termed as ‘stakeholder management,’ effective collaboration (because that’s what it is instead of managing) is about building and maintaining positive, productive relationships across various teams and departments.
This is by far the area where I have personally seen product managers struggle the most and ultimately fail.
Why does collaboration matter?
- Cross-Functional Unity: Product managers must work with diverse teams, from engineering and design to marketing and sales. Effective collaboration ensures all these different functions are aligned with the product’s vision and goals.
- Effective Decision Making: Collaboration brings together diverse perspectives, which is crucial for making well-informed decisions. It ensures that decisions are not made in silos but are reflective of various insights and expertise.
- Conflict Resolution: The ability to navigate and resolve conflicts is vital in a role that intersects so many different areas of a business. A product manager must be adept at finding common ground and forging consensus among differing viewpoints.
- Building Trust: Successful collaboration is rooted in trust. Product managers who can build and maintain trust with their colleagues are better positioned to influence and lead.
- Enhancing Product Quality: When teams collaborate effectively, it leads to a more thorough understanding of user needs and technical possibilities, ultimately resulting in a higher quality product.
Practical Tips for Enhancing Collaboration
- Active Listening: Be genuinely interested in understanding the perspectives of your team members and stakeholders. This fosters an environment of mutual respect.
- Clear Communication: Convey your ideas and the product vision clearly and consistently. Make sure everyone is on the same page.
- Empathy: Understanding the challenges and pressures of different teams can help in addressing their concerns more effectively.
- Consensus Building: Learn the art of balancing different interests and guiding teams towards a common goal.
Alongside leadership, strategic thinking, and empathy, collaboration is a pivotal trait for product managers. It’s not about managing stakeholders; it’s about creating a collaborative environment where each voice is valued and contributes to the product’s success. Mastering this skill can significantly elevate a product manager’s effectiveness and the overall success of the product.
Part 4: Practical Steps to Becoming a Product Manager
Gaining Relevant Experience
Begin by acquiring experience in areas that overlap with product management, such as business analysis, UX design, marketing, or software development. Engaging in projects that give you a taste of the product lifecycle is key. Take opportunities to lead a feature development or engage in market research, as these experiences are highly relevant to product management.
Educational Resources and Continuous Learning
Motivation and a willingness to learn are crucial traits for aspiring product managers. Luckily, there are amazing sources available for free.
- Enroll in courses related to design, technology, and product management from platforms like Coursera, Udemy, or Product School.
- Follow industry leaders like Lenny Rachitsky (who offers a great newsletter and also a YouTube channel), Shyvee Shi (who runs a great PM learning series) or even Susan Stavitzski (whose practical advice is really useful). LinkedIn is a great platform to do so.
Be a sponge and absorb as much as you can. This demonstrates a proactive approach to learning and a great curiosity, which is often more valuable than years of experience without the drive to evolve. Continuously update yourself with books, podcasts, and articles on product management.
Networking and Mentorship
Networking is essential. Attend industry conferences, join LinkedIn groups, and participate in online forums dedicated to product management. Mentorship is invaluable; a mentor can provide guidance, insights, and help in navigating your career path. Engaging with a community of product managers (for example using ADPList) allows for real-world insights and keeps you updated with industry trends.
Building a Portfolio
Develop a portfolio showcasing your product management skills. This can include project case studies, product strategies, or any relevant experience that demonstrates your ability to oversee a product’s lifecycle. A well-crafted portfolio is a powerful tool in applying for product management roles.
Conclusion
The path to becoming a product manager is filled with unique experiences and opportunities for growth. It’s a role that demands continuous learning, adaptability, and a passion for innovation. Remember, there’s no “right” background for entering product management. Your unique experiences and proactive learning attitude can be your greatest strengths. Whether you’ve taken courses in relevant fields, worked closely with PMs, or are just starting to explore this career, you’re on the right track.
Product management can be stressful and demanding, but it’s also incredibly rewarding and exciting.
Embrace your background, whatever it may be, and use it to find the right product management role that aligns with your skills and interests.
From handling e-commerce checkouts to managing backend processes, every product management role requires a different skill set and your specific background may offer a chance to make a significant impact.
Good luck and see you soon!
Are you journeying towards a career in product management, or already navigating this thrilling field? Share your story, insights, or questions. Let’s grow together in the ever-evolving landscape of product management.
