A Disciplined Art - Product Management
How frameworks only get you so far
While frameworks and methodologies provide valuable structure to product management, truly mastering this craft goes beyond rigidly following a set of steps.
I’ve collected some thoughts on the product management discipline below with examples included.
I promised I would keep this weekly newsletter as tactical as possible and I believe examples are a great way to focus and convey context of the content.
The E3 Framework, as outlined in the Product Protégé Guide, provides the groundwork for bringing ideas to market. For new product managers or new teams forming, it’s a great anchor for how you will communicate, execute, and learn when building digital products. However, the discipline required for the role is equally vital.
Product management is a discipline
It requires a commitment to understanding and foreseeing market needs, crafting actionable strategies that align with overarching business goals, and adjusting course in response to new insights and shifting landscapes.
Example: Consider Pawsome Eats, an eCommerce company that revolutionized the pet food market by introducing subscription-based deliveries tailored to pets' dietary needs. Their success didn't come from merely following the Agile or Lean Startup methodologies verbatim but from their ability to adapt these frameworks to the unique challenges of ensuring pet nutrition and convenience for pet owners.
At its core, product management requires a delicate balance of hard and soft skills.
On one hand, there are the technical aspects – understanding how to translate a product vision into concrete requirements, coordinating cross-functional teams, managing scope, and ensuring quality throughout the development lifecycle.
Example: At Pawsome Eats, the product team led the development of a proprietary algorithm that personalizes pet food recommendations based on a survey of pet health, activity level, and preferences. This required technical knowledge, as well as the soft skills to collaborate with veterinarians, nutrition experts, and the tech team to turn a complex vision into a user-friendly feature.
However, what sets apart great product managers is their disciplined approach to the more nuanced elements of the role.
It's the way they interact with stakeholders, ask intelligent questions, and make judicious decisions when priorities shift or new information arises. A framework can guide you, but it cannot legislate for every possible scenario that may unfold.
Example: When a logistics issue impacted a batch of deliveries, Pawsome Eats’ product manager worked on a cross-functional rapid response team. They not only mitigated the immediate issue by finding an alternate delivery solution but also implemented a new vendor evaluation framework to prevent future disruptions, showcasing the disciplined flexibility required to navigate unexpected challenges.
A truly disciplined product manager recognizes that they must stoically navigate ambiguity.
They gather insights and synthesize them into a coherent product strategy. They balance the needs of customers, business objectives, technical constraints, and the cadence of their co-creator teams. This discipline is evident in how they tell a compelling product narrative, and lay out a clear path forward while signaling the inherent risk and uncertainty involved but not let it become a roadblock. This is not easy which is why repetition is extremely important.
Example: When Pawsome Eats considered expanding its product line to include pet toys, the product management team conducted a series of customer interviews and data analysis to understand market demand. Their disciplined approach ensured that the expansion strategy aligned with the company’s core mission of enhancing pet health and happiness, leading to a selection of toys that complemented their food offerings.
While templates and processes are invaluable in providing repeatability, they are no substitute for this critical discipline.
A product protégé certified product manager has to intuitively grasp when to follow a defined workflow and when to deviate based on situational context. They ask the right questions at the right cadence, remaining objectively focused on creating value regardless of emotion or exposure.
Example: The Pawsome Eats product team noticed the onset of analysis paralysis during the discovery phase, with endless discussions delaying progress. In response, they orchestrated a shift towards action, developing an MVP (Minimum Viable Product) that all stakeholders agreed would deliver immediate value. This move allowed the team to break the cycle of indecision and proceed with development, while still leaving room for ongoing discussions about future phases. This approach showcased the team’s ability to balance disciplined planning with agile execution, emphasizing progress and learning over perfection.
Ultimately, product management is an art form underpinned by self-discipline.
Frameworks and tools are the guitar and strings, but the true melody is created by those who play each conversation, critical decision, and launch with finesse and a deep understanding of rhythm. Just like playing guitar, this takes many hours of practice.
Example: The launch of Pawsome Eats' mobile app was not just another milestone but a testament to the product team's disciplined approach. By focusing on ease of use, personalized features, and integrating customer feedback into continuous updates, they developed an app that not only met but exceeded customer expectations, further solidifying their market position.
Product management is a paradox: mastering the art of structuring the unstructured - turning flux into order and crafting outstanding customer experiences. This disciplined approach distinguishes top product leaders from the rest.
I’ve been enjoying having the space every week to share my thoughts on product management. We’ve barely scratched the surface of this wide ranging discipline.
Until next week!
Jason @ Product Protégé.
