How To Succeed In Product Management | Jeffrey Shulman, Red Russak & Soumeya Benghanem
32: Data Gathering and Verification with AB Testing

32: Data Gathering and Verification with AB Testing

January 19, 2022

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 Ron Berman (Marketing Professor at Wharton) to talk about experimentation. Since data is one of the most valuable components to all product development, is it right to say that AB testing is the ultimate go-to experiment method? Or will it depend on the availability of samples and the number of experiments your team is willing to test? Tune in to find out!

 

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
  • 05:06 Is AB Testing the best experimentation process?
  • 08:48 Run the test, design two versions, check the conversion rate
  • 12:38 If you change something very small, the effect is not very large
  • 22:34 We need to think of good things to experiment with
  • 30:34 When the result is indisputable and when it becomes inconclusive
  • 34:50 Running multiple versions of an experiment
  • 42:02 Conducting a test with very small samples
  • 46:21 AB test is just one method of quantitative experimentation
  • 56:34 Let data drive in making critical decisions 
31: Why Customer Centric Vision is Essential in Product Management

31: Why Customer Centric Vision is Essential in Product Management

January 12, 2022

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
30: Do Product Managers Need an MBA?

30: Do Product Managers Need an MBA?

January 5, 2022

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
Best of 2021 - Transferrable Skills and Mastering Product Execution

Best of 2021 - Transferrable Skills and Mastering Product Execution

December 29, 2021

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 
Best of 2021 - The OKR Approach: Defining Objectives and Key Results

Best of 2021 - The OKR Approach: Defining Objectives and Key Results

December 22, 2021

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
29: What to Expect in the Development Process

29: What to Expect in the Development Process

December 15, 2021

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
28: How to Ace Product Management Interviews

28: How to Ace Product Management Interviews

December 8, 2021

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
27: Transitioning from an Individual Contributor to a Manager

27: Transitioning from an Individual Contributor to a Manager

December 1, 2021

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
26: The Relationship Between PMs and Sales and Marketing

26: The Relationship Between PMs and Sales and Marketing

November 17, 2021

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
25: How to Create Organizational Change and Make It Effective

25: How to Create Organizational Change and Make It Effective

November 10, 2021

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