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.
52: Top PM Metrics to Learn when Developing eCommerce Products
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 Jenne Pierce (University of Washington) and Jason Jaingue (Walmart Global Tech) to talk about flourishing in the eCommerce space. The most important metric for all PMs trying to break through in the eCommerce industry and for those who are already in the space is to become a customer. The level of obsession to customer experience is what makes or breaks a product manager’s success.   *Guests are speaking on their own behalf and all opinions expressed 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 08:49 Calculating the lifetime value  12:38 NPS is the first focus in eCommerce 14:42 The actual experience of customers determines it all 18:27 Understanding how to dig into usage metrics 25:24 3 key marketing area trends  33:07 Best in class from a product approach and strong product teams 37:22 Distinction between eCommerce and social commerce 40:56 Handling SEO change in relation to road mapping 45:28 Seeing results when you extend over into eCommerce 47:46 Obsession over customer journey and staying flexible 50:29 Our concluding thoughts
Jun 22
55 min
51: Dealing with Tension Between Product Engagement and Monetization in the Gaming Industry
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 David Lau (Mojang Studios) and Raul Salcedo (Fluent, Inc) to talk about what makes a good PM in the gaming industry. A good PM is someone who is intellectually curious and one who consumes the products because being a PM in this field means you are dealing with consistency in product engagement and formulating strategies to sell within the game.     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 04:10 Why should somebody outside of gaming care about this conversation? 06:07 Tracking metrics for gaming customers 15:44 The minimal lovable product 21:51 Tensions between engagement and monetization 30:10 Good PMs understand engagement, acquisition, and monetization 38:44 The 80/20 rule when developing apps 44:12 Setting different types of thresholds when people are overplaying   53:08 Our concluding thoughts
Jun 15
57 min
50: Why is Managing Up Critical to a PM’s Success?
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 Sandeep Patnaik (Microsoft) and Bala Sahitya (Meta) to talk about managing up as a critical skill for PMs. As a PM, especially if you’re new to the role, how can you excel in your job? The most important foundation you need to work on is to manage up so you can build solid and helpful relationships, gain significant experiences for career growth, and extend the coverage of your role in preparation to level up.    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 01:16 Why do aspiring PMs need to know how to manage up? 03:59 Managing up versus managing stakeholders 08:54 The best practices for how you could manage up 19:11 What does success look like as it relates to managing up?  24:05 It’s not the data value, it’s how you present it 29:23 When should you escalate? 37:48 Controversial opinion: The PM is the CEO of the product 42:10 Are product managers really necessary? 48:08 Our concluding thoughts  
Jun 8
55 min
49: Understanding Leadership Principles and Taking the Working Backwards Approach
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 Nate Westheimer (Amazon) to talk about leadership principles. Identifying structures that work best for you and your product goals is the best step to finding success. This includes the skills to handle escalations within the team and how to escalate fast to not lose momentum.    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 06:19 4 things you can learn from Amazon 10:05 Handling an escalation 17:33 The working backwards principles 21:47 The PR FAQs approach 31:02 You can’t be inflexible  38:51 Sometimes thinking ahead is extremely helpful   43:55 Read The Cold Start Problem 47:15 Concluding thoughts
Jun 1
54 min
48: Finding Success When Transitioning into 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 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
May 25
59 min
47: The Soft Skills That Matter 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 member Red Russak and Soumeya Benghanem welcome Valery (Larry) Karpiyevich (Store No. 8) to talk about why soft skills matter in product management. Technical knowledge, background, and field experience are key points to have but the ability to motivate, unite, and keep the team working together despite challenges and difficulties along the way is as valuable as any other skill.   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 The importance of soft skills for PMs 14:36 Listen without judgment  16:36 Ways to improve your listening skills 24:23 How to support your team’s mental health 35:21 Tools and frameworks to drive inclusivity 38:40 Style and frameworks for managing stakeholders 46:21 Our concluding thoughts
May 18
52 min
46: What Makes Product Management Difficult?
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 Jeremiah Nelson (Motorola Solutions) to talk about becoming a good PM in a difficult environment. Product management is a job that requires teamwork, team effort, and collaborative planning to successfully launch and eventually sell a product. It can become a difficult task and extremely challenging but with the people in the team, nothing is impossible.    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 07:46 When does product management become difficult? 10:46 What is the rubric that customers give you? 11:37 Indicators to help understand the customer’s rubric 15:19 Who should not be a PM? 20:12 Every PM owns the decision regardless of how it's made 27:09 You are not your product 29:49 What makes a better PM for API and technical products? 36:07 Get a detailed understanding of how things function 42:02 Goal-setting methods for a new project 46:24 Take care of yourself first 48:54 Being a PM is about the team you create
May 11
53 min
45: What is Unique About Machine Learning and AIPM?
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 Marily Nika (Imperial College London) and Matt Hulett (PetMeds) to talk about what it takes to become an AIPM. Do you need a technical background to become one? Do you need to be an engineer? Or do you have to be both an engineer and MBA holder? Our panel today shows us why we need to become ready to switch to a new skill set and learn to take on a different role when we it comes to machine learning and product management.   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 04:22 What does AI or ML mean for PMs? 10:41 You don’t need a technical background to become an AIPM 13:50 How to become ready to switch to a new skill set 18:16 What are the characteristics that makes you a good AIPM 30:45 Which would you  like to work best with? 33:47 Work on things that you’re passionate about 42:26 Do you need an MBA to be a great PM? 45:25 If we are all generalists, how do we bring niche products to life? 49:52 Building confidence to ask thoughtful questions
May 4
58 min
44: Collaboration to Support, Manage, and Learn About Customers
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 Divya Sreekumar (Meta) and Clay Robinson (Mamenta) to talk about collating information  both from customers and within the organization to unravel hiend use wants and needs. By asking the right questions and having the right people onboard, addressing customer needs can become more effective.   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 08:31 Collating product backlog 10:34 Getting the right data and filtering the noise 16:08 PMs find the unarticulated wants and needs  18:36 Either you’re doing too much or too little when gathering info 26:41 Take yourself up from the HOW and switch to the WHY 34:06 How do you break into the PM space? 40:09 How do you speak up when you feel you’re not empowered to
Apr 27
54 min
Best of 2021 - Understanding the Product Development Life Cycle
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 Kavita Kamani (Microsoft) and Howard Ro (Tesla) to discuss the life cycle of product development, where to focus your attention to in whichever product development phase, identifying what should be considered valuable and what’s not, and tackling product management while maintaining a work-life balance.   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 02:27 The importance of the product development life cycle 06:29 Two points of view on the general concept of a product life cycle 09:09 Five D’s of a product life cycle 15:25 Asking a lot of questions help determine exactly where to focus on 17:57 Getting a clear idea if a problem is worth solving 19:47 Initial ideation and operating without boundaries 21:14 When there is tension and no easy answer 27:12 Different organizations have different structures and different expectations 31:11 Within the applications, what is truly valuable and what is not? 34:22 Focus on what's the core problem and what you're going after 39:26 Ensure that everybody is aligned to the common goals 43:16 Find a balance between the user outcome and stakeholder outcome 48:51 Bringing focus back to what you need to do 51:05 Work-life balance: assess or associate your happiness with impact 58:52 If you want to succeed as a PM, own the job 01:00:04 Don’t try to be everything for everyone
Apr 20
1 hr 2 min
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