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What is a product manager and what do they do?
If you are interested in technology, you might have heard of the term “product manager” or “PM” for short. But what exactly is a product manager and what do they do? How do you become a product manager?
A product manager is someone who is responsible for defining, developing, and delivering a product that solves a problem for a targeted group of people. A product can be anything from a website, an app, a piece of software or hardware, or a service.
A product manager’s role is to understand the needs and wants of the users, the market opportunities and trends, the strengths and weaknesses of the competitors, and the capabilities and limitations of the technology. Based on this understanding, a product manager creates a product vision, a strategy, and a roadmap that outlines the features and functionalities of the product, the timeline and resources required, and the expected outcomes and benefits to people.
They also work closely with stakeholders, such as engineers, designers, marketers, salespeople, customers, and executives, to communicate the product vision, gather feedback, prioritize tasks, resolve issues, and launch the product. A product manager is often seen as the “voice of the user” or the “mini-CEO” of the product because they have to balance the needs and expectations of different parties/constituents and make decisions that align with the product goals and the company vision.
A product manager’s job isn’t easy because it requires many skills and knowledge, such as user research, data analysis, design thinking, agile development, project management, communication, leadership, and more. However, it is also a gratifying and fulfilling career that allows you to create products that can make a positive impact on the lives of people. If you are passionate about solving problems, building solutions, and delivering value, you might want to consider becoming a product manager.
Here are the steps most people take
1. Build a solid educational foundation
While a specific degree is not always required, having an educational background in fields like business administration, computer science, engineering or design is beneficial. Consider pursuing a bachelor’s degree or higher in one of these areas.
Also, look into specialized courses or certifications that cover product management topics like product development, market research, project management, and user experience (UX) design. These can help strengthen your knowledge base.
2. Understand the industry context
Take time to thoroughly understand the industry or field you want to work in, whether it is tech, consumer goods, healthcare or something else. Having domain expertise allows you to make informed product decisions based on a solid grasp of market dynamics.
Stay up-to-date on industry news, emerging technologies, trends and developments by reading relevant publications, blogs, and resources. Attend industry events and conferences whenever possible. Meet and talk to people. Often, that is how you get real information about needs.
3. Develop essential skills
There are several crucial skills needed to succeed as a product manager:
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Communication: Strong written and verbal skills are vital. Practice communicating concisely through documentation, roadmaps, presentations, and speech.
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Analytics: Learn to leverage data, analyze metrics and make data-informed decisions. Become proficient with tools like Google Analytics, Mixpanel, Amplitude, Tableau, and Looker
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Problem-solving: Learn how to break down complex issues, identify root causes, and develop solutions. Enhance your critical thinking abilities.
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Leadership: Understand how to inspire and motivate cross-functional teams. Learn about different leadership styles and dynamics.
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User focus: Adopt a user-centric mindset. Conduct user interviews and prioritize features based on user needs.
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Technical knowledge: Learn basic coding, APIs and development processes to better collaborate with engineers.
4. Gain hands-on experience
There are several ways to start gaining direct product management experience:
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Take on internships or entry-level associate PM roles to get exposed to product cycles.
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Volunteer for internal PM-related projects and shadow product managers in your current role.
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Work on side projects to bolster your skills. For example, build a simple website or mobile app.
These work well if you are relatively early in your career and have less concern for time, income, and responsibilities at home. However, for many, you cannot afford to take a step backward professionally with the resulting loss of income. What you can do is:
1. Leverage your transferable skills
Highlight relevant skills from your background that align with core PM competencies – communication, leadership, critical thinking, and strategic vision. Showcase your ability to collaborate, manage stakeholders and drive results. Real-world experience is invaluable.
2. Target mid-level positions
While entry-level roles may be difficult, aim for mid-level PM opportunities that require 5-10 years of experience. Look for titles like “Senior Associate PM,” “Product Manager II,” or “Intermediate Product Manager.”
3. Network extensively
Attend industry events and conferences to connect with people in the field. Reach out for informational interviews. Leverage LinkedIn to build relationships with product managers and recruiters.
4. Focus on specific industries or companies
Target niches where your background is highly valued, like tech startups for those with tech expertise or healthcare companies for those with domain knowledge.
5. Consider consulting or contract roles
Freelance product management is a great way to gain experience. Many companies hire PM consultants for specific projects.
6. Upskill strategically
Take targeted courses related to PM skills like agile, roadmapping, and UX research. Learn must-have tools like JIRA, Trello and Asana.
7. Build your personal brand
Write blog posts and speak at events to establish yourself as a thought leader. Share insights on Medium and LinkedIn.
8. Craft a compelling resume and cover letter
Customize your resume and explain in your cover letter how your unique background makes you an asset.
9. Look at startups and growing companies
Smaller, scaling companies are often more open to experienced candidates who can wear multiple hats. Large companies may want people who have already done product management work for others. Don’t ignore either.
10. Stay persistent and patient
This transition usually takes sustained effort. Learn from rejections, rather than treating them as defeats. Too often people give up after one or two setbacks. By learning from these experiences, you can improve your performance for subsequent interviews.
11. Find mentors and network
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Attend Meetups and conferences to connect with established PMs. Follow product leaders on social media.
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Find a knowledgeable product management mentor who can provide invaluable guidance and advice.
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Leverage LinkedIn and relevant PM groups to expand your professional network.
12. Build a portfolio
Create a portfolio to showcase your skills, background, and work as a product manager. Include case studies, product roadmaps, and examples of features or projects you’ve delivered.
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