product secrets #13 - what is a product manager? by brent tworetzky
TRANSCRIPT
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Product Secrets: What Is A Product Manager?Brent Tworetzky, EVP Product XO Group
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Topics for Today
● What are key skills of a well-rounded product manager?
● What does a product manager career track look like?
● What are some other resources to turn to?
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The Role of Strategic Product Management
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Key Skills of a Product Manager
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Strategic Thinking
Collaboration
Sufficient Technicals
User Science & Empathy
Detail Orientation
Communication
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Key PM Skill: Strategic Thinking
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Key PM Skill: Sufficient Technical Background
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SQL
HTML...
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Key PM Skill: Collaboration
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Key PM Skill: Communication
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Key PM Skill: Detail Orientation
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Detals matter
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Key PM Skill: User Science and Empathy
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Qual
ActionIntent
Quant
1:1sFocus Groups
Surveys
Usability
AnalyticsAB Tests
Customer FeedbackBeta Testing Groups
Diary Studies
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Product Manager—Example Career Track
Raw basics,
No user science
(US) yet
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Junior PM
Execute small
projects
+
Specs,
Collaboration,
Delivery,
Beginning US
PM
2+ meaty
successes, good
communication,
US basics
+
Larger projects,
Strategy docs,
Execution rep,
Solid US
Sr PM
Big track record,
Execute through
others,
Coach others,
Conflict mgmt
+
Exec exposure,
Multiple groups,
Manage others,
Wide range
knowledge
Director PM
Big and wide track
record,
Exec comms,
Strat leadership,
Company level
ownership
+
Exec functional
representative,
Wide strategy,
Org shaping,
Manage/hire/fire
VP PM
+
Design resp,
Eng resp,
Board regular
++
Promotion through:
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Other Resources
● Strategic thinking: Lean Startup, Crossing the Chasm
● Design basics: Don’t Make Me Think, Design of Everyday Things
● Behavior change: Persuasive Technology, Hooked
● User science: User Experience Team of One
● Conflict management: Difficult Conversations, Getting to Yes
●● Industry: Hacker News, AVC
● Tools: Product Hunt, Toolbird
● Growth hacking: Petithacks, Andrew Chen
● Lean/agile: Marty Cagan
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Books
Sites
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Thanks!
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@tworetzky