Product management involves playing multiple roles and serving as a connection between different teams, representing the customer’s needs, and steering a product’s direction and plan. To excel in this diverse role, a product manager should embody three key perspectives: the Technologist, the Generalist, and the Business-Oriented Strategist. These perspectives provide varied insights and abilities, enabling effective adaptation to various obstacles and guiding the product toward triumph. Let’s delve into these perspectives and their impact on a product manager’s path.
The Technical Expert: Bridging Innovation and Feasibility
As a technologist, a Product Manager thrives on understanding the technical aspects of your product. Your love for technology and innovation drives you to stay ahead of the curve, ensuring that your product is not only cutting-edge but also technically feasible.
The Technologist profile is characterized by a deep technical background and a strong focus on developing technology solutions. These product managers typically work on back-end platforms or highly complex B2B products, where their expertise in the technical aspects of product development is crucial. They are known for taking technological risks, often experimenting with innovative ideas that may not immediately tie to specific metrics but have the potential to drive significant advancements. Companies like VMware and Amazon Web Services are prime examples where Technologists thrive, leveraging their technical acumen to push the boundaries of what technology can achieve. (Exhibit 1)
The Generalist Practitioner: The Glue Holding It All Together
As a generalist, a Product Manager wears many hats simultaneously, ensuring that all aspects of the product are aligned and moving forward cohesively. Your versatility and ability to adapt are your greatest assets.
Generalists possess a balanced blend of technical knowledge and business savvy, making them versatile in their approach to product management. Their primary focus is on user delight, ensuring that both B2C and front-end B2B products meet the end-users’ needs and preferences. Generalists are measured by their ability to drive end-user metrics, which makes their role critical in delivering products that resonate well with customers. Organizations like Facebook, LinkedIn, and Airbnb benefit greatly from Generalists, who can navigate the complexities of user experience while maintaining a strong understanding of the technical requirements. (Exhibit 2)
The Business Strategist: Driving Market Success
As a business-oriented strategist, Product Manager’s focus is on the market, customers, and overall business goals. You align the product strategy with the company’s objectives, ensuring that the product not only meets user needs but also drives business growth.
The Business-Oriented product manager comes from a solid business background, focusing on maximizing specific business metrics through their product strategies. They typically manage B2C products that rely on external creative inputs and aim to align product outcomes with overarching business goals. This profile is essential for ensuring that the product not only meets market demands but also drives business growth and profitability. Companies such as Salesforce, Zynga, and Chase benefit from Business-Oriented product managers who can effectively translate business objectives into successful product strategies. (Exhibit 3)
Mastering the Multifaceted Roles of Product Management: A Path to Success
As per McKinsey & Company, an article published by Chandra Gnanasambandam, Martin Harrysson, Rahul Mangla, and Shivam Srivastava, An Executive’s Guide to Software Development, the trends are unmistakable. In the past two decades, the proportion of top-100 product and service companies that rely heavily on software has doubled to nearly 40 percent. Industries such as insurance, retailing, and logistics are expected to see more than 40 percent of their revenues coming from digitized products and channels. Mastery in product management is essential for navigating this digital transformation. Success in this field requires a blend of technical expertise, problem-solving abilities, and strategic business acumen. As a Technologist, Generalist, and Business-Oriented Strategist, product managers can effectively manage complexities and drive impactful outcomes. This multifaceted approach not only leads to successful product development but also paves the way for dynamic leadership careers in the ever-evolving landscape of product management.
