Ever felt like discussing Product Management was like speaking a different language and struggled to have a straightforward, meaningful discussion? You’re not alone, it’s a common challenge and these conversations are often more complex than they need to be. To have conversations that matter:
Views of Product Management
There are a lot of diverse perspectives. From many you hear informal descriptions:
- “Product Management handles all aspects of the Product.”
- “They do the next most important thing no one else can.”
- “They prioritize the work, make things happen, and get stuff done.”
While others use more academic sounding words:
- “Product Management is accountable for the full life-cycle from conception through launch (until sunset do us part).“
- “Product Management owns the process for choosing, developing, and selling products.”
Complexity of Definitions
Both views share an ominous-sounding level of accountability for the success or failure of the products. And both are unsatisfying and lacking meaning due to the sheer breadth and ambiguity. They are not at all practical.
Product Management is an easy high-level concept, but it isn’t simple in practice. Diving beyond those broad general concepts the definition of Product Management quickly loses meaning outside one specific context. And, while we acknowledge that these definitions are just the tip of an immense iceberg, we also know that below the surface things will often be unique in surprising and unexpected ways. Makes it hard to discuss.
A Practical Framework
While understanding Product Management at a high level is simple, its execution is intricate. Using a simple, accountability-based framework will ensure relevant conversations and develop a shared understanding and expectation:
Product Management’s accountability falls into three main areas:
- Vision/Direction: Product Management is responsible for the trajectory of the product(s) and, by extension, influences the broader organization’s direction. They also manage change and ensure the ongoing alignment of key business, customer, and market objectives.
- Execution: During execution, Product Management leads from the center of the organization, playing a key role in supporting various departments by clarifying objectives; resolving roadblocks, conflicts, and dependencies; offering encouragement; facilitating communication; and driving accountability.
- Organizational Cohesion: This is a unique aspect. Done effectively, Product Management brings fuller context and deeper meaning to the work of every team member. They connect the dots and show how the work done every day combines to have an important and positive impact on both the business and its customers. Satisfying and highly motivating.
Wrap Up
This framework provides a greater level of specificity for discussing Product Management’s accountability. It is a tool that empowers us to effectively discuss HOW we will achieve these outcomes taking into consideration all the unique aspects of the people, products, processes, goals, organization, and resources that lie beneath the water’s surface.
A challenging task made more approachable. Let’s have conversations that matter!
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Product Management Conversations that Matter