I joined Microsoft four weeks back. It is my first full-time role as a Product Manager (PM), and I learned many things in the last month. I want to highlight two key learning in this blog post.
The Product Manager should be a customer advocate. A very simple statement. It’s tricky to carry that mindset throughout the job. During PM interviews, we are given a product to critique or improve by adding new features. It ends at sketching out a highly opinionated plan. The PM job is
slightly very different from the interview process.
A PM will be owning a product or feature area. It can be in the Platform (that is not visible to users) or in the User Experience (UX) module (which the user views on their screen).
First thing to do is to understand the product. Login to the product and start using it as an end-user. Then, look at the engineering design behind it, not to the extent of reading the codebase but on a relatively high level. Checkpoint one passed.
The second thing to do is to read customer feedback. What the customers are saying about the product, what they like, what they don’t like, what they wish to see in the product. These are crucial inputs to the next step, research.
A PM should research potential product improvements. It can be done through customer interviews, competitor study, reading industry reports like Gartner. And that is how a PM lands on a plan very similar to the one sketched out during the interview phase. The key difference is, this plan is fact-based, metric-driven and relatively less opinionated.
There are three steps in deciding a product solution.
- Why do we need this solution?
- What is the solution?
- How are we going to build the solution?
PMs spend a lot of time in 1 & 2 and to a small extent in 3. The learning I had in my first month is understanding why 1 & 2 are important. We start with Why. Customer interviews and secondary research will help answer this. It’s very important to validate the assumptions with customers. It’s the principal character of the PM who strives to be the customer advocate.
Based on the inputs from the first question, we move on to the second part of the product solution—What is the solution. It involves deciding what customers would like to view when they use your product and in what order. PMs make a list of items they are planning to build and show it to the customers. Customers will say which items they like and want immediately and which items are not urgent needs. These prioritised items will be given as inputs to the development team in a product requirement document.
A product requirement document consists of User Personas (customers), their needs and the expected behaviour of the product/feature—User Jobs. PMs will be required to engage with the engineering team to help them clarify any doubts in the requirements and involve in the solution discussion (the How part).
A wise PM told me that most of the not-so-great PMs spend a lot of their time in the third question (How) and don’t get the fundamentals right (Why and What). He further added without a strong backing of Why and What, How is worthless. Often, PMs and developers build a solution that nobody wants. This miscommunication gap is bridged by iterative improvements in the Why and What questions with customer inputs.
A good PM adds a lot of value by being a customer advocate.
I joined work after a two-year gap due to higher education. There were a lot of tasks and I was initially overwhelmed. I asked the wise PM during one on one, how do you manage your tasks? He showed me a two-by-two matrix like the one below.
I asked him how he measured the effort. He told the amount of time spent on that activity. I replied, “yeah it makes sense. Time is money, right”.
He replied, “That is a misconception. Time is actually greater than money”
Time can only be spent and spent linearly. Money can be earned or spent exponentially.
We always have finite time in a day. These things make time a more valuable entity than money. This perspective will influence how we prioritise the tasks at hand. PMs are always caught in situations to prioritise tasks. It was the second learning I had in my first month as full-time PM.
I will keep y’all posted on the upcoming learning in my PM role 🙂