So You’re A “Senior Product Manager”...Now What?

So You’re A “Senior Product Manager”...Now What?

(The Answer May Surprise You)

About Me

Engineering

Product

Engineering Mgmt

Corp Dev

About me...

About Me (cont.)

(+4 more startups so dead Google can’t find their logos!)

OMG, you had me at WTF. What does it all mean?Product roles, and the people in them, tend to have a hard time growing within organizations. Why?

● Few direct reports, but lots of indirect power/influence, even at entry level● Unclear career path● Every reporting structure is different, and product usually doesn’t get much

respect at the C-level● Always easy to make lateral moves● Many tempting options outside product; easy to “change lanes”...

OK, that makes sense,

D

Option 1: Join a tiny startup as “the product guy”● Pros

○ Senior Product Manager == VP Product == CPO! Victory!○ Wear as many hats as you want...

○ If startup does well (or even if not), you may have the credibility to parachute into a larger company at a senior level

● Cons○ Startups are not for the faint of heart○ They have all the same problems big companies have, and more

○ You probably won’t learn how to manage people or truly complex groups of stakeholders, which makes you unqualified to parachute into that sweet big company role…

● Verdict○ Maybe, but it’s not for everybody...

Option 2: Find a company that values product mgmt● How to spot one:

○ Exec level product leadership (Chief Product Officer, EVP/SVP Product)

○ Product-minded founder/CEO○ Usually paired with a strong tech culture○ Everybody talks about customers...

● Why does this matter?○ Product management is hard enough without having to

justify your own existence○ By definition, there is a career path

○ Product and customer-centric cultures also tend to value research, discovery, iteration, etc.

● Verdict○ Yes please!

Option 3: Shelter in place

You don’t want to do a startup, and your unicorn hunt came up empty. How can you make the most of your current job, or find a new one with potential?

Step 1: Define the roleKnow what your current or future company means when they say “product management”. The role may be much bigger or smaller than you think.

Here are a few questions to ask:

● Media companies -- who holds the power? Editorial or business?● Tech companies -- do you work for the engineers, or they for you?● Startups -- who are the founders, and what do they value?

Step 2: Consider your optionsSo many potential areas for product managers to excel: discovery/research, build/execution, BI/analytics, strategy, stakeholder management, etc. Do any of these areas excite you beyond all others?

Are you a strategy guy? Have a look at corp dev or biz dev.

Are you an analytics guy? Maybe research or data science is for you.

Stakeholder management? Maybe you’d rather be a PMO type...

Bottom line: Is product the right role for you, in general or at this company? Are you going to be able to grow? Is the company going to help?

Step 3: Know yourselfIt may sound fun to try a new role, but despite its many frustrations, is product the only role that will scratch your itch?

Ask yourself:

● Would you be happy with a more limited, more focused role? Do you think that would be good for your advancement at this company?

● What is the best use of your unique, personal skillset? ● Do you love your company and coworkers enough that you can accept a

longer and less certain career path? Does career path really matter to you?

Step 4: Find ways to growThe best way to be a successful Sr. Product Manager is to keep learning new skills. We all tend to be really good at that. But will new skills help you cross the chasm?

Try prioritizing:

● People management● Understanding your whole business and market, not just your product● Networking outside your company

Step 5: Know when to jumpYou have an opportunity in hand and you need to decide whether to take it, or not. How will you decide whether a new role is really right for you?

Ask yourself:

● Have you asked for what you really need or want?● Have you given your current company/boss an opportunity to give it to you?● Is this new role enough of a step up to be worth leaving your current job?

Above all, don’t burn bridges. And don’t be afraid to stay if it feels right!

Step 6: Remember the way home!There is no shame in realizing that the grass is not always greener, either at a new company or in a new type of role. You wouldn’t have known unless you tried!

Fortunately, product is a role you can come back to -- and every experience (especially the more diverse ones) makes you stronger.

Bonus: Would an MBA help?You probably don’t need one. Product jobs are an amazing business education.

● But if you don’t get one, you may always wonder...● If you do it, it should be because you can’t logically see a way to grow

organically -- which is part of the problem we product people have!● But don’t expect your current company to appreciate that you now have an

MBA and give you a huge promotion

Bottom line: If somebody’s paying for it, and you have free time, and you are willing to change jobs when you’re done, it might make sense, but there is an opportunity cost!

Final thoughtsA good boss goes a long way.

A good culture goes even further.

Always Be Learning

(Coffee is for Learners)

Thanks!dan.mason@gmail.com