In The Importance Of A Clear Career Path For Product Managers the Intercom team links to their Product Manager expectations by level (PDF). It’s a really good resource and fascinating look at their approach to product management. Here’s how they define the role at Intercom:

There are many elements and facets to being a PM at Intercom, but ultimately it comes down to: “Identify the most valuable problems to solve, enable your team to ship and iterate high-quality solutions quickly, and validate market impact.” Underpinning this, there are 5 Skill Areas that we explicitly set expectations for and judge performance against. These are

1. Insight Driven
2. Strategy
3. Execution
4. Driving Outcomes
5. Leadership Behaviors

The document goes into the expectations for each of those skill areas, at each level.

Will Larson shares some interesting perspectives on teams in the interview How to Size and Assess Teams From an Engineering Lead at Stripe, Uber, and Digg:

Larson believes that the fundamental challenge — and cornerstone — of organizational design is sizing teams. “The most powerful unit of work is a gelled team. People who know how to work together and are practiced at working together can accomplish truly remarkable things,” says Larson. “When managers design too literally around the current product or architecture, they churn people and lose what I think is the only truly renewable source of energy in the world: people who really love — and know how — to work together.”

He goes on to describe four states a team can be in — falling behind, treading water, repaying debt, and innovating — and the best way to improve teams that are in each of those stages.

Christine Itwaru writes about Servant Leadership for Product Managers:

Reflecting back, there’s one critical thing I didn’t recognize until I was in the thick of it. I realized those in product management — from product owner to chief product officer — are never individual contributors. Instead, they’re in a position to become true servant leaders.

I would only clarify one thing, and that is that PMs are, for the most part, never individual contributors only. We still do a lot of hands-on work, but I do agree with the larger point that we need to teach more general leadership skills in the role. Christine continues:

Several key principles belong to servant leadership and are critical to being good students and teachers, including empathy, persuasiveness, and generosity. We’re going to talk about how to be a servant leader in product. Let’s go into more detail on how these traits apply to your team, your people, your organization, and finally, your customers.

She shares some very good advice in the rest of the post.

One of the issues that’s often lamented about the product management profession is that it is not well understood. I think one of the big reasons for that is that we try to put too many different jobs in the same category. I have come around to the viewpoint that product manager roles should be classified in terms of the type of goals they are trying to accomplish. I like Saeed Khan’s breakdown in 5 Steps to Building a Great Product Management Organization:

Roles in Product Management should differentiate between technical and business focus; between short term tactical and longer term strategic activities; between internal (inbound) and external (outbound) responsibilities. These roles should be organized as small teams focused on specific products or product lines, with defined metrics to measure progress and success.

This is what is done with virtually every other department in a company. Why should it be different for Product Management?

Another way to look at it comes from Jonathan Golden. He talks about Pioneers (focused on taking risks and building new things), Settlers (focused on growth and scaling), and Town Planners (focused on infrastructure and platform management), and then makes this point:

Even in an established company, all three types of product managers are critical. “The product team needs each of these PMs to be nimble and responsive. Otherwise the business won’t endure for the long term,” says Golden. “We allocate product resources across three main categories: core initiatives that focus on the existing product, new initiatives that explore possible areas of growth for the business, and platform initiatives that focus on building fundamental technological infrastructure.” Pioneers and settlers don’t become obsolete just because you’re at scale.

I think this type of thinking wil help a lot with the misunderstandings and misconceptions that exist in the product management landscape.

Lenny Rachitsky wrote a helpful and comprehensive guide on How To Get Into Product Management (And Thrive). This is a really good resource for any new product manager. I especially liked his section on seven core skills, and how to get better at each of them. One could certainly argue the validity and importance of each skill, but there are lots of good insights here. For example, on “Leadership through influence”:

In order to succeed you need to be able to build trust with your teammates, make decisions but also give everyone a voice, and keep morale up no matter what’s going on. The best PMs quickly become the de-facto leaders of the team, not because of any actual authority, but because they help everyone on the team do the best work of their lives.

This is an older article, but it was brought up in a recent thread on the Elezea Community (join us!) and I hadn’t seen it before. In Applying Leverage as a Product Manager Brandon Chu explains how PMs can have the biggest impact in an organization:

Managerial leverage is the idea that some things a manager does creates more output than others, and for each possible thing, the amount of output created per unit of time is its leverage. That’s the basis of how you should decide whether to do activity A or activity B.

When internalized, these concepts impart on PMs a sense of what matters most in their role. They have lots of choices in what they can do everyday — all of which produce some positive output- but developing awareness of where they have leverage is critical to their long term impact.

The crux of it is this:

Product managers exert the most leverage through vision and strategy — the rest is optimization.

Brandon shares a very helpful framework about the different types of work product managers do, and the best way to balance that work.

Marty Cagan posted another great installment in his series on how to be a good manager of product managers. In Coaching Tools — The Plan he describes the different ways he would encourage product managers to skill up in areas where they need to grow.

It’s hard to pick just one quote to post because the whole article is excellent, but these paragraphs on collaboration particularly stood out for me:

Modern product management is all about true collaboration between product, design and engineering. This begins with ensuring the product manager is knowledgeable about the real contribution of product design and engineering.

The PM does not need to be personally skilled in either design or engineering (most aren’t – although many PM’s think they’re great designers) but they do need to understand and appreciate their contributions to the point where they understand that what each of design and engineering brings to the table is just as essential as what the PM brings.

Claire Lew’s article on the 9 mistakes you don’t know you’re making as a new manager is written specifically for people managers, but I found a lot of good advice in there that relates to the product management role as well. For example, on how to build trust with a team:

However, in our survey of almost 600 people, we found that team-building activities were in fact rated as the least effective way to build trust. What was rated as most effective? Being vulnerable as a leader, sharing your intention, and following through on your commitment. In other words, trust isn’t about building rapport – it’s about you making clear why you’re doing something, and then acting on it.

I’ve found this to be 100% true — both in my dealings with my managers over the years, as well as building trust with different teams. This is not your usual “listicle” article — every tip in here is gold.

Shaun Clowes shares some really good hiring advice in his post Picking good Product Managers - insightful interview questions. He starts it off with a good reminder that “bad product is worse than no product”:

A product manager without a systematic approach to their discipline has less context than the team members so is less likely to make good decisions naturally. Thus a bad product manager is more likely to cause the team to make mistakes than no product manager at all.

The worst part is that many experienced product managers will be convincing since they’re used to influencing organizations. No matter how convincing the vision a product manager might paint, they need to be able to justify it within the competitive environment, the strengths of the organization, the data that proves the market exists etc.

Helen Mou and Kevin Ochal share some good tips for remote teams in Making the Dream Work: Leading Distributed Product Teams. Most importantly, I agree that if you are deliberate about how you design your work process, it’s good for the whole team — whether they’re remote or not:

Instead of approaching distributed teamwork with the mindset of “we’re making it work, in spite of…” staying up late, working more hours, and spending more effort to be on a distributed team; we like to look at it as an investment in strength-building for your organization. Over time, this investment will build up your team’s trust battery, and create new habits, patterns, and behaviours that make any team — distributed or not — successful.

Related reading from me: Remote product management: challenges and opportunities.