How To Succeed In Product Management | Jeffrey Shulman, Red Russak & Soumeya Benghanem
How To Succeed In Product Management | Jeffrey Shulman, Red Russak & Soumeya Benghanem
Jeff Shulman, Red Russak & Soumeya Benghanem
Learn from some of the best product managers in the world through conversations hosted by The Product Management Center at the University of Washington. In each episode, Jeff Shulman and Red Russak dive into the tools, frameworks, and thought processes that will help drive success in product management.
31: Why Customer Centric Vision is Essential in Product Management
In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board members Red Russak and Soumeya Benghanem  welcome Sagar Kulkarni (Microsoft) to talk about creating a customer centric vision within any organization. Whether there is misalignment in vision between teams within the same organization or working in opposing workflows, what matters the most is that the product vision aligns with the customer needs.   Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.   What to Listen For: 00:00 Intro 01:29 Creating a customer centric vision 06:59 What does vision stand for in product management? 11:43 The core of user-centered visions 18:02 Customer feedback is a big indicator of your success 22:54 Focus on vision around strategic prioritization 32:07 The mindset you should have to meet customer requirements 41:50 Bridging through misaligned vision but completely aligned with customer needs 49:15 Is it possible to keep the same domain and break into product management? 50:26 Customer centricity is sometimes taken for granted
Jan 12
55 min
30: Do Product Managers Need an MBA?
In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board member Red Russak welcome Kelcey Joyce (Bright Health) to talk about PMs having an MBA. Is it a necessary credential for all aspiring and existing PMs? Will it matter if you have one? Listen in to find out if pursuing advanced education is a must!    Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.   What to Listen For: 00:00 Intro 00:57 Do I need an MBA? 08:26 People with technical background may not need an MBA   10:01 How does having an MBA help? 12:39 Diversity for people pursuing an MBA 15:05 Juggling priorities between work and pursuing advanced education 19:27 Understand what other players are within your industry 25:29 Moving things through in a heavily regulated industry 31:00 What is the role of a product manager? 36:51 Help customers find the products that will solve their problems 41:54 It’s about presenting the product and giving value to it 47:23 Find a good resume matching tool 51:39 An MBA can help accelerate your career shift, but not a requirement 53:02 It depends on your end goal
Jan 5
59 min
Best of 2021 - Transferrable Skills and Mastering Product Execution
In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board members Red Russak and Soumeya Benghanem welcome Diego Granados (Microsoft), Welly Lee (Microsoft), and Shyvee Shi (LinkedIn) to talk about the value of transferable skills and experiences. It’s never about building from scratch, it’s all about the journey that helps build your skills as a PM and the experiences you can bring with you wherever you go and whenever you work on a new product.   Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.   What to Listen For: 00:00 Intro 01:35 Some PMs aren’t aware of the multitude of experiences and skills necessary in other roles 13:15 The most valuable transferable experiences or job roles 19:27 Create a compelling argument why an undervalued area can work 23:52 What aspiring PMs should have: transferable skills & complete understanding of product management 27:21 Product management is about managing risks 32:41 The PM role is a practice of balancing tension 35:16 You cannot be a good product manager if you don't like people 44:51 Resources to look into to learn product management 48:49 Start by doing the baseline, understand the gaps, then create a plan 52:49 At the beginning, you have to be good at execution 57:51 PMs a lot of time wear multiple hats 58:47 Important career pivoters 01:00:34 No single recipe is going to work for everyone 01:02:49 It’s the journey to learn new things 
Dec 29, 2021
1 hr 6 min
Best of 2021 - The OKR Approach: Defining Objectives and Key Results
In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board members Red Russak and Soumeya Benghanem welcome Murtaza Chowdhury (Amazon Web Services) to discuss Objectives and Key Results (OKRs) - a goal-setting framework for outlining and planning product objectives up to the targeted results. OKR helps product managers plan and create frameworks which are shared within the team to set clear goals to align all efforts.    Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.   What to Listen For: 00:00 Intro 00:42 Objective and Key Results (OKRs) and the need for alignment for outcomes and defining them 05:24 The benefits of the OKR approach 08:32 Have an objective that speaks for the company vision 11:53 Set a vision but don’t be too tactical in your approach  15:25 A sense of priority among the OKRs  19:22 Setting the objectives and key results 24:56 Everyone in the team is involved in the product team 26:44 OKR should be broken down into organizational level, team level, and then micro-teams level 28:34 Everyone working on the team has a say on the product development 31:04 User stories are what ties everything together 35:23 Solving team problems through prioritization and alignment 40:16 Everyone in the team is involved in creating the OKR 44:06 Should PMs stay in the background and let micro-teams solve the problem? 48:45 The 3 elements of an effective OKR 51:08 Set objectives that are futuristic, inspirational, and highly ambitious 52:47 Use OKRs with purpose
Dec 22, 2021
59 min
29: What to Expect in the Development Process
In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board members Red Russak and Soumeya Benghanem welcome Nora Tan (Color) to talk about product development. For PMs, there are three phases that every product development must go through -- discovery, framing, and iteration. The question is, which phase is the most important?   Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.   What to Listen For: 00:00 Intro 08:52 Product development process, from idea to shipment 15:35 Phases of development process: discovery, framing, iteration    22:32 How do you find a good product manager? 25:54 The velocity that you’re moving in 31:17 Helpful frameworks for product development 39:36 Working in pods 45:53 How teams will work best 52:21 Keep learning more, talk to other PMs
Dec 15, 2021
55 min
28: How to Ace Product Management Interviews
In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board members Red Russak and Soumeya Benghanem welcome Martie K. Burris (Salesforce) to discuss product management interview strategies. To land the best PM role in the best company, you have to master the art of acing any and all product management interviews. Listen in to the techniques experienced PMs use, their strategies that have worked, and their proven and tested frameworks.   Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.   What to Listen For: 00:00 Intro 02:10 The Inclusive Product Management Accelerator program 06:10 PM interviews have evolved over time 09:11 What is the purpose of a PM interview? 13:36 Lead PM interviews focus more on the strategy   14:48 The type of questions to prepare for 17:25 Find resources and practice with other people 20:14 The Do’s and Don’ts of PM interview 24:20 Summarize your answer at the end 26:03 Your framework should be your natural thought process  31:01 How to handle rejection 33:47 Is MBA a necessary requirement? 39:55 Strategies to get into the right interview 45:43 Interview people with empathy and listen more  48:45 Be mindful that people are trying to understand your thought process
Dec 8, 2021
51 min
27: Transitioning from an Individual Contributor to a Manager
In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board members Red Russak and Soumeya Benghanem welcome Poorvi Shrivastav (HubSpot) to talk about how to smoothly transition from being an individual contributor to a leadership role. Aside from the tips and guides one can learn and practice while in transition, never lose focus on putting people first.     Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.   What to Listen For: 00:00 Intro 01:29 Transition from an individual contributor (IC) to Manager 07:43 Who directly reports to you? 08:51 The biggest transition from being an IC to a manager 11:02 3 things you need to succeed in the management role 16:20 Be very clear about the credit that belongs to you 20:13 Tips on how to transition in your first few days 25:29 Focus on outcome, but think about the process too 31:11 How to ace an interview for a leadership role 41:20 When you start leading a team that you are part of 47:38 How do you manage delegation? 50:00 Transition from an IC to management course 52:02 Focus on people first
Dec 1, 2021
57 min
26: The Relationship Between PMs and Sales and Marketing
In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board members Red Russak and Soumeya Benghanem welcome Ted Dworkin (Sonos) to talk about strengthening the relationships between the PM and the sales and marketing team. PMs are dependent on the collection of data to be able to develop and improve a product, while sales and marketing has direct contact with customers and what they truly need. Therefore, the collaboration between these organizations is crucial to the overall success of any product or service.   Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.   What to Listen For: 00:00 Intro 01:52 How product managers and executives interface with sales and marketing organizations within the company 04:56 Becoming part of the sale force and being customer centric 10:35 Embedding conversations into the product development process 15:32 Having an established sales motion 19:50 The difference between B2B and B2C 22:50 Balance between doing sales and product market fit 30:13 The responsibilities of a product marketing manager  34:32 PMs collaborating with the marketing counterparts 38:22 How often is the core team talking about customer data? 42:22 Accept and look at all internal data 47:54 Hire the people with the right skillset 51:31 Take full advantage of building relationships with marketing and sales 52:53 Continue conversations with sales people 55:37 Sales and product should be hanging out often
Nov 17, 2021
59 min
25: How to Create Organizational Change and Make It Effective
In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board member Soumeya Benghanem welcome Tatyana Mamut (Pendo.io) and Nitin T Bhat (Smartsheet) to talk about initiating organizational change. The best way to create change is to work together and to be able to effectively do this, we all must learn how to lift each other up. Success is only possible when everyone on the team succeeds in their individual journey.   Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.   What to Listen For: 00:00 Intro 03:29 Creating organizational change and effectiveness? 04:51 Cross group collaboration model makes a successful team 08:59 Allowing different behavior to be possible and rewarded 14:38 Getting bandwidth to create experiments and new ideas 20:21 Working together for a vision of the world 24:13 To initiate change, everyone in the team should lift each other up 26:10 The environment of psychological safety 31:16 Why do we celebrate failure? 36:16 Good product managers has great judgement 38:32 Building product sense and judgement 43:33 The ability to influence without authority 49:20 How to set up organizational interactions and collaborations? 54:47 The ability to disagree and debate is integral 55:14 Leaders also need positive feedback and validation
Nov 10, 2021
59 min
24: How PMs Develop Skills and Earn Experiences in Startups
In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board member Red Russak and Soumeya Benghanem welcome Justin Kistner (Upfocus) and Rebekah Bastian (OwnTrail) to talk about product managers starting out in startup companies. Whether it’s a small startup with five people or a bigger company with a lot of manpower, the roles product managers take depend on the scope of their responsibilities. What counts most is the experience they acquire and the skills they learn along the way.   Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.   What to Listen For: 00:00 Intro 08:05 Smaller companies tend to deal with the runway flexibility 11:17 A good PM is a way of problem solving 12:50 What makes it fun being a product manager? 15:14 Experience the job first before handing over the tasks to others 19:29 PM role templates are more established in bigger companies 21:15 When PMs forget how to take on higher roles 25:02 As your career grows, your scope grows  30:08 There’s no single path to being a good PM 33:39 New PMs often work in smaller companies 36:16 Depending on startup, people will look for an experienced PM 40:27 Who makes the decision depends on the size of the company 45:22 You can learn skills and earn experience even if a startup fails 48:30 Global community outside of the US 52:33 Don’t get disheartened, you’ll figure it out 54:33 Your lived experiences is going to make you a good PM
Nov 3, 2021
59 min
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