Maybe We Should Be Problem Managers Instead

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Three things keep company leaders awake at night: 1) Can we sell more of what we built? 2) Can we build what we’ve planned? And 3) Are we planning the right things? Rather than departmental issues, these are product strategy issues.

Yet many product managers and most product owners are too busy with tactical issues that they never come close to addressing these issues. Is product management primarily supporting the tactics of other departments? Or is it a strategic role that is grounded in market facts? Personal experience with customers is the source of product management insights. Product managers need to look beyond UX to the entire customer experience through every step of the product life cycle.

The missing element in many prioritization schemes is the impact of a new product or feature on customers. Does it solve their problem? Will it add complexity?

In this session, you’ll learn:

The three roles of product management
Qualitative vs Quantitative: which to choose?
Quick methods for prioritizing for customer and business value
Why product managers should obsess on problems, not solutions

June 5, 2018 11:00 AM PDT, 2:00 PM EST, 6:00 PM GMT

Brought to you by:

Steve Johnson, Founder and CEO, Under10 Playbook

Steve is a product management process coach, author, speaker, and advisor. His approach is based on the belief that minimal process and simple templates result in a nimble product marketing and management team.

Steve has been working within the high-technology arena since 1979 with experience in technical, sales, and marketing management positions at companies specializing in enterprise and desktop hardware and software. His market and technical savvy allowed him to rise rapidly through the ranks from Product Manager to Chief Marketing Officer. In his various technical marketing roles, he has launched dozens of product offerings. Steve draws heavily on his marketing and sales experience while his quick wit adds an element of fun to his workshops and webinars.

Before founding Under10, Steve was a Pragmatic Marketing instructor for over 15 years and personally trained thousands of product and executive teams.

Product Management Today