We see this picture of PM in the middle of UX, Tech and Business a lot:
We use this graphic as well – it’s been a nice, introductory way to speak at a high-level about the product management function, and it highlights the importance of partnering with these three important peer functions. Product management works with business leaders/marketing teams, engineering teams and UX teams. They sit in the middle often translating from one to the other. But we’ve found this picture hasn’t been sufficient to talk about what the actual day-day job of a product manager should be. When you introduce a graphic that describes the function as this small overlap of a venn diagram – it discounts the sheer amount of work and knowledge that’s required to actually do the job.
So, we came up with a new graphic:
This may not be the best drawn diagram, but we want to introduce it as a better way to talk about how a product manager should approach their job. We think this is far more representative of the actual work that we all do on a year-round basis.
The outer circle goes to business. The product manager has to start with a broad and deep understanding and translating company vision, strategy and business objectives. These are the guardrails of our thinking – and we always need to go back to making sure that the decisions and tradeoffs we make are the right call for the business, industry and environment that we work in. We’ve seen lots of features go into products that customers ignore because they don’t make sense with what the business and the customer is trying to achieve.
The next inner circle is technology. This goes beyond partnering with the engineering or development team. The product manager doesn’t (often) code, but they (should) understand what the technology can/cannot do, understand the technical architecture and be able to ask the right questions, and have an engaged and knowledgeable discussion about alternatives. Without getting deep into the technology, the product manager is at the mercy of whatever technical recommendation is made. We’ve seen far too many product leaders and teams fail because they didn’t ask the right technical questions, because they weren’t prepared and didn’t dig deep enough. Technology is a core part of the job – better get used to getting into the details.
The core of the job is customer. Every part of the job is customer-driven. Whether that’s considering the product roadmap (what’s important to the customer), writing user stories (customer needs), doing customer research (talking to customers) – we could go on and on. Every single piece of work that’s produced is with the customer at heart. The product manager represents the customer at the table – they advocate for the customer, deeply understand their needs and ultimately make product decisions with the customer first, with the optimal technology and meeting business objectives.
When you look at product management this way – we believe you get a sense of how the pieces fit together and a better understanding of the expectations of the job. This isn’t a job for sissies!
Let us know what you think! We’d love to get your comments here, or send an email to vidya@productrebels.com and tell us how you see the PM job.
Okay, everyone says they know who their target customer is…Many even say they have personas. Where does your team fit here?