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 welcome Jorie Kirschbaum Hynes (T-Mobile), Austin Morton (MN8 Energy), and Emily Claire Palmer (Wrapbook) to talk about transitioning to PM when you come from a non-traditional background. Transitioning to PM from a non-traditional background can be challenging but rewarding. While many PMs come from technical or business backgrounds, individuals with diverse experiences, such as design, marketing, or even unrelated fields like teaching or healthcare, can bring unique perspectives and skills to the role. To make this transition successfully, it's essential to acquire relevant knowledge through courses or self-study, network with professionals in the field, and highlight transferable skills like problem-solving, communication, and empathy during the job application process. Embracing your non-traditional background can set you apart and contribute to innovative product development.   Disclaimer: All opinions of the speakers are their own.   What to Listen For: 00:00 Intro 06:41 Number one mistake of people transitioning to PM from a non-traditional background 09:48 What do you wish you knew when you were starting out in PM? 13:35 Frustrating process of transitioning to PM 16:24 Domain knowledge 19:23 Overcoming the biggest challenge coming from a non-traditional background 25:07 The most valuable skill from your background that’s valuable now as a PM 28:33 How to find PM jobs?  33:58 Optimizing your resume when transitioning to PM 39:32 The different corporate cultures and their impacts on a PM's responsibilities and work style 44:37 Do you need to a second MBA to get into PM? 49:25 Final thoughts

Get involved with The Product Management Center. Learn more at https://ipma.info.foster.uw.edu/   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 welcome Varun Kulkarni (CISCO) and  Ash Naik (AAIS) as they discuss the use of predictive analytics in product prioritization decisions. Using predictive analytics in product prioritization decisions is beneficial for product managers because it enables data-driven decision-making. By analyzing historical data and patterns, predictive analytics can forecast the potential success and impact of different product features or enhancements. This empowers product managers to allocate resources effectively, focus on high-impact initiatives, and align their strategies with customer needs and market trends. Ultimately, this approach increases the likelihood of delivering products that resonate with customers, optimizing resource allocation, and driving overall business success.   Disclaimer: All opinions of the speakers are their own.   What to Listen For: 00:00 Intro 08:09 Right data collection and cluster analysis 10:29 Having a direct data or proxy 12:27 Setting up a validation process 13:55 Softwares for analyzing and visualizing data  18:44 Conjoint analysis and canal model 23:58 Data that goes into a cluster analysis 28:07 Avoid using vanity metrics 30:21 Using predictive analysis on personalized experience 34:38 Scenario modeling 39:34 Risk in utilizing predictive analysis 44:06 Advice for aspiring PMs 48:54 How often does the marketplace change? 51:39 Final Thoughts

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 Patrick Waltz (HP), Dave Fleischman (Compass), and Sheena Dhanaraj to talk about why frameworks are valuable and why PMs should know them. Frameworks help PMs make strategic decisions, discover product ideas, and solve problems.   Disclaimer: All opinions of the speakers are their own.   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 01:18 Why frameworks are valuable 06:33 Frameworks is a collection of principles 09:07 Getting things done 11:03 Assumption mapping 11:23 Working backwards 13:44 North star framework 15:37 Funnel mapping 20:27 Establishing a good North star 21:36 No one size fits all 24:50 Know your job 27:17 Have an idea and share it 29:22 When the framework goes wrong 34:49 How do you pick a framework? 36:46 What’s a framework you’d love to be removed? 38:57 Psychological safety in teams 45:05 Final thoughts

Get involved with The Product Management Center. Learn more at https://ipma.info.foster.uw.edu/   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 welcome Larry Apke (T-Mobile) as they discuss how to become agile. It's important for PMs to become agile because Agile methodologies promote adaptability, collaboration, and customer-centricity. In today's fast-paced business environment, products and market conditions can change rapidly. Agile practices, such as Scrum or Kanban, enable PMs to iterate quickly, gather frequent feedback, and adjust their product strategies accordingly. This approach helps teams deliver value more efficiently, respond to customer needs effectively, and stay ahead in competitive markets.   Disclaimer: All opinions of the speakers are their own.   What to Listen For: 00:00 Intro 06:29 Waterfall vs. Agile 07:54 The Agile Manifesto 09:32 Waterfall tendencies 11:04 Who is responsible to drive agile? 12:11 Common misperceptions about what it means to be agile 13:57 Discrepancy between philosophy and frameworks 16:09 Safe certifications 18:15 Understanding the why 21:51 Embracing negative feedback 25:18 Implementing agile 29:53 Proper sequencing of the backlog 31:55 Having leadership understand the cost of delay  36:06 Investing time in the discovery phase 39:04 How to get leadership out of the priority mindset? 44:39 Avoiding horizontal slicing  50:13 Golden Rule of Agile

Get involved with The Product Management Center. Learn more at https://ipma.info.foster.uw.edu/   In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman welcomes Leslie Grandy (Modwell) and Eric Loh (The Product Management Center at UW) as they discuss building a high-performing team and the power of culture. Building a product team and understanding the culture are crucial for a PM because they directly impact the success of a product. A well-structured team ensures diverse skills and perspectives, enabling efficient execution and innovation. Moreover, a deep understanding of the organizational culture helps the PM navigate communication, decision-making processes, and stakeholder expectations, leading to smoother collaboration and more effective product development   Disclaimer: All opinions of the speakers are their own.   What to Listen For: 00:00 Intro 06:04 Building a product team 09:08 Who’s involved in building a product team? 11:28 Scaling the hardware and software teams 14:26 Understanding the existing culture while building a team in another location 16:17 Onboarding process  21:25 Getting the willing people to onboard first 25:30 Ideal ratio of PMs to other roles on a product team 31:06 Changing people and rivalry in product 38:27 Bridging the gap in the culture between two organizations 43:57 Challenges coming up with the rubric for hiring  48:04 Building a team towards social purpose 51:17 Accepting what’s happening at the moment 54:55 Final Thoughts

In this episode of the How to Succeed in Product Management Podcast, Associate Director Kara Fichthorn welcomes Arjun Lalwani (Youtube) and Liang Huang (Webflow) as they discuss product execution and its importance in product management. Product execution is crucial for product management as it involves turning ideas into tangible products or features. Effective execution ensures that the product meets its objectives, satisfies customer needs, and aligns with the overall business strategy. Without strong execution, even the best product ideas may fail to deliver value, leading to wasted resources and missed opportunities in the market.    Disclaimer: All opinions of the speakers are their own.   What to Listen For: 00:00 Intro 03:09 How important is product execution? 06:21 Frameworks in product execution 11:52 Challenges in product execution and how can frameworks help? 14:56 Difference in product execution in small to large-sized organizations 19:00 How does user research play into product execution? 23:25 Decision-making during product features transformations 26:31 PM principles for a solo entrepreneur 30:07 Tools for product execution 35:46 Product vs. project management 39:27 Reversing a decision in product  42:22 Maintaining the quality of product execution after a layoff 44:50 Expanding products in a new market 46:35 How to be a part of big organizations? 49:34 Final thoughts

In this episode of the How to Succeed in Product Management Podcast, Associate Director Kara Fichthorn and Director of Talent Acquisition Steve Bubinas (BLUE ORIGIN), welcome Skye Bacus (Smartsheet) and Jian Li Zheng (Webflow) as they discuss how to leverage user research from small to large organizations. Gain insights on how user research shows up in different-sized product management organizations, and how PMs can leverage user research effectively. From small startups to large enterprises, understanding user needs through research not only aids in crafting successful products but also fosters better user experiences and overall customer satisfaction, ultimately driving business growth and success.   Disclaimer: All opinions of the speakers are their own.   What to Listen For: 00:00 Intro 03:23 User research and how it shows up in product management 07:48 User researchers in a small organization 11:30 How PMs can take advantage of user research 14:55 Prioritization in product management 18:11 How do you know you’ve collected the right information? 22:29 Making decisions and its risks 25:41 AI and machine learning tools in user research 29:41 Keeping users engaged and making them return to your product 34:55 New software tools for user research 36:59 Using judgment based on data 42:19 B2C is all about engagement 45:48 Inclusivity in user research 51:42 Final Thoughts

In this episode of the How to Succeed in Product Management Podcast, Associate Director Kara Fichthorn and The Product Management Center advisory board member Red Russak welcome Ronke Majekodunmi (Promevo) as they discuss how to drive conversations using design. Design-driven conversations are crucial for PMs as they enable effective communication, early feedback gathering, and customer-centric approaches. By incorporating design thinking, PMs can align their teams and stakeholders around a shared vision, leading to more successful products and higher customer satisfaction levels.   Disclaimer: All opinions of the speakers are their own.   What to Listen For: 00:00 Intro 02:40 How design can transform customer’s perceptions and behaviors 06:05 Collaboration between PMs and designers 08:20 Storytelling and design leadership 11:34 How to be good at storytelling? 14:45 Challenges in implementing design-driven leadership 16:33 The voice of the customer in the design process 19:14 Driving product differentiation and customer loyalty 21:08 Design-driven leadership in the future 24:16 Building relationships between PMs, Sales, and end customer 31:48 Maintaining brand identity and emobodying your own core value 38:36 How designers can collaborate with PMs 43:12 When PMs and designers have different ideas 48:43 Final thoughts

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 Jerlisa "Juju" Fontaine (Oscar Health), Anne Julliene (Joan) Barcelona (Box), and Dimple Singhania (Walmart) to talk about what happens during the first few days as a PM. Transitioning into the role needs a lot of work on building connections with your team and other teams within the organization, continuous learning from your superior through shadowing, and making use of the soft skills you bring into the system to function seamlessly and adapt efficiently.     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 10:14 What helped in transitioning to product management? 16:18 What helped the transition successful in the first few days? 24:22 Learn as much as you can from the people you shadow 36:26 How did you define success for your first month? 37:34 What did you wish you knew before you started your role? 45:48 What are the most necessary skills as a product person? 54:01 Concluding thoughts

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 Arvind Dutta (Microsoft) to talk about roadmaps and prioritization. A roadmap isn’t simply a to-do list that anyone can change or check off. It is a consolidated plan and execution that helps the product team prioritize and progress through the product development more organized and productive.    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 03:05 Why roadmapping and prioritization are important 06:23 Who owns the roadmap? 09:11 Avoid turning the roadmap into a to-do list 16:39 Know the audience the roadmap is aimed at 24:09 Question-based approach roadmap 33:14 The product team should make the roadmap work for them 39:43 Other tools effective in implementing a roadmap 42:41 Providing updates to the upper management 48:39 Where the real value lies 51:02 The ability to prioritize and drive clarity through roadmap