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Many product managers have a technical background, but how do you get that first gig? And once you've got the job, what special struggles do technical people have in a role that combines technical with business and customer understanding? Learn from Bruce McCarthy, a 20-year product person who has coached and mentored many technical people to become great at product management. Not all of the fonts display correctly on Slideshare, so apologies there. Download the slides to see the speaker notes and de-mystify the images!
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Product Management 102
How to Transition from a Technical Background
Bruce McCarthyChief Product Person, UpUp Labs
Questions
Challenges for techies
Breaking into Product Management
Listening to customers effectively
Collaborating with other departments
Working with Engineers
What is Product Management?
Why do companies hire us?
Responsible for success or failure of products
Get the greatest return on the investment
Deliver as much value to customers as possible for the least cost
Revenue and profit will follow
We Look for Opportunity
MarketMarketNeedsNeeds
TechnologyTechnologyBusinessBusiness
Value
EngEngEngEng
UXUXUXUX
MarketingMarketingMarketingMarketing
ServicesServicesServicesServices
SalesSalesSalesSales
HRHRHRHRFinanceFinanceFinanceFinance
BDBDBDBD
EngEngEngEng
UXUXUXUX
MarketingMarketingMarketingMarketing
ServicesServicesServicesServices
SalesSalesSalesSales
HRHRHRHRFinanceFinanceFinanceFinance
BDBDBDBD
Profitably Deliver Superior Value to Your
Selected Customers
You Are The Quarterback
Set product goalsSet development priorities
Drive consensusDefine requirements
Test & iterateCommunicate the roadmap
Product Management Is NOT
Project Management
Program Management
Scrum Master
Services
QA
Documentation
PRODUCT PRODUCT MANAGEMENTMANAGEMENT
PRODUCT PRODUCT MARKETINGMARKETING
PRODUCT PRODUCT STRATEGYSTRATEGY
PartnershipsPartnershipsOEMsOEMs
AcquisitionsAcquisitionsEOLEOL
AnalystsAnalysts SpeakingSpeakingAdvisory Advisory BoardsBoards
PricingPricingFinanceFinance
CustomerPRODUCT PRODUCT
MANAGEMENMANAGEMENTT
PRODUCT PRODUCT MARKETINGMARKETING
PRODUCT PRODUCT STRATEGYSTRATEGY
PRODUCT MANAGEMENTPRODUCT MANAGEMENT
PRODUCT PRODUCT MARKETINGMARKETING
PRODUCT PRODUCT STRATEGYSTRATEGY
PRODUCT OWNERPRODUCT OWNER75% Internal75% InternalAgile StoriesAgile Stories
TECHNICAL PMTECHNICAL PMInternal/Internal/ExternalExternalProblem Problem
Statements,Statements,RequirementsRequirements
BUSINESS ANALYSTBUSINESS ANALYST100% Internal100% Internal
Functional SpecsFunctional Specs
Traits I Look For
Leadership
Communication Skills
Analytical Approach
Business Sense
Market Knowledge
Technical Knowledge
Developing a New Product
Listening is the key
5 levels of “why”
Vectors
Customer/Technical Support
Technical Sales/Sales Engineer
Business Analyst
Subject Matter Expert
Entrepreneur
Intern
Volunteer projects
Positioning Your Experience
Solving customer problems
Understanding the market
Driving business results
Driving consensus
Leading projects
Gathering requirements
Working with Engineering
Remember you are NOT part of the Engineering team
Tell them “what” and “why,” but not “how”
I Help Product People
Team coaching via UpUp Labs
Tools: Reqqs - the smart roadmap tool for product people
Blog: ProductPowers.com
Twitter: @d8a_driven
Email: [email protected]
Office Hours: sohelpful.me/brucemccarthy
