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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, Red Russak, and Soumeya Benghanem dive into the tools, frameworks, and thought processes that will help drive success in product management.
Episodes
Wednesday Sep 13, 2023
98: AI Product Strategy
Wednesday Sep 13, 2023
Wednesday Sep 13, 2023
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 Priyank Shah (Black Knight) and Marily Nika, Ph.D (Meta) to talk about AI product strategy. AI product strategy is crucial for PMs because it enables them to leverage artificial intelligence effectively to meet user needs and business objectives. By defining a clear AI product strategy, PMs can identify opportunities for AI integration, prioritize AI features, and allocate resources wisely. This strategy also helps in staying competitive, as AI can enhance product capabilities and user experiences, making it essential for PMs to align AI initiatives with their overall product roadmap.
Disclaimer: All opinions of the speakers are their own.
What to Listen For:
- 00:00 Intro
- 07:10 What is product strategy?
- 08:50 What is AI?
- 11:43 Other AI products
- 13:47 Why should everyone have an AI product strategy
- 17:32 AI product strategy vs. every other product strategy
- 21:24 Success metrics for AI product strategy
- 27:04 Launching a bad AI product
- 31:33 Changes in the legal environment
- 36:49 How to increase experience to be an AI product manager
- 42:58 Recommended groups for aspiring PMs
- 44:52 Ethical issues in AI
- 47:20 Finding companies that are actively using AI
- 50:53 Differences between the software development life cycle and AI development life cycle
- 52:47 Final thoughts
Wednesday Sep 06, 2023
97: Transitioning to PM from a Non-Traditional Background
Wednesday Sep 06, 2023
Wednesday Sep 06, 2023
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
Wednesday Aug 30, 2023
96: Using Predictive Analytics in Product Prioritization Decisions
Wednesday Aug 30, 2023
Wednesday Aug 30, 2023
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
Wednesday Aug 23, 2023
Best of 2022: Why Product Managers Value Frameworks
Wednesday Aug 23, 2023
Wednesday Aug 23, 2023
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
Wednesday Aug 16, 2023
95: Becoming Agile
Wednesday Aug 16, 2023
Wednesday Aug 16, 2023
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
Wednesday Aug 09, 2023
94: Building High-Performing Teams and The Power of Culture
Wednesday Aug 09, 2023
Wednesday Aug 09, 2023
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
Wednesday Aug 02, 2023
93: Excelling at Product Management Execution
Wednesday Aug 02, 2023
Wednesday Aug 02, 2023
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
Wednesday Jul 26, 2023
92: Leveraging User Research from Small to Large Organizations
Wednesday Jul 26, 2023
Wednesday Jul 26, 2023
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
Wednesday Jul 19, 2023
91: Using Design to Drive Conversations
Wednesday Jul 19, 2023
Wednesday Jul 19, 2023
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
Wednesday Jul 12, 2023
Best of 2022: Finding Success When Transitioning into Product Management
Wednesday Jul 12, 2023
Wednesday Jul 12, 2023
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