How To Succeed In Product Management | Jeffrey Shulman, Red Russak & Soumeya Benghanem
49: Understanding Leadership Principles and Taking the Working Backwards Approach

49: Understanding Leadership Principles and Taking the Working Backwards Approach

June 1, 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 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
48: Finding Success When Transitioning into Product Management

48: Finding Success When Transitioning into Product Management

May 25, 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 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
47: The Soft Skills That Matter in Product Management

47: The Soft Skills That Matter in Product Management

May 18, 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 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
46: What Makes Product Management Difficult?

46: What Makes Product Management Difficult?

May 11, 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 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
45: What is Unique About Machine Learning and AIPM?

45: What is Unique About Machine Learning and AIPM?

May 4, 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 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
44: Collaboration to Support, Manage, and Learn About Customers

44: Collaboration to Support, Manage, and Learn About Customers

April 27, 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 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
Best of 2021 - Understanding the Product Development Life Cycle

Best of 2021 - Understanding the Product Development Life Cycle

April 20, 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 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
43: How Do You Define a PM’s Career Success?

43: How Do You Define a PM’s Career Success?

April 13, 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 Tom Leung (Goggle, Fireside Product Management Podcast) to talk about what makes a successful PM. Is it the number of products that went live? Is it the position you currently hold in the company? Is the head count of other PMs under your team? There are several ways to measure the success of Product Managers. What matters most of the time is the skills that you have when take on the role and what will you bring to help scale up the business.

 

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
  • 08:43 What would success look like for a PM?
  • 12:41 Metrics that matter to your own career success
  • 14:26 PMs don’t have a common starting point but have common qualities
  • 17:29 In order to be considered for the PM role…
  • 23:14 Should you be measured by how many products you push live?
  • 32:47 When its the business that makes the decisions
  • 38:35 Skills to become a good PM
  • 44:26 Misaligned with your end counterpart
  • 50:08 PM is an apprenticeship discipline
42: Promoting Inclusive Leadership in Your Organization

42: Promoting Inclusive Leadership in Your Organization

April 6, 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 Pooja Ghera (Providence) to talk about inclusivity in leadership. The golden question, when it comes to inclusivity is, do you need to have a value of inclusivity before you start hiring or should hire a team that will create an inclusive culture within the organization? What does inclusive leadership truly mean?

 

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
  • 07:54 What does inclusive leadership mean to you?
  • 11:08 You need to be inclusive first before hiring an inclusive workforce  
  • 15:34 Collaboration and cultural intelligence 
  • 20:58 Inclusive leadership when you do and don’t have authority
  • 24:15 How you’re listening is also diverse
  • 25:49 Finding a pocket of ignored customers
  • 31:37 Resources to learn user segments to build user buckets
  • 39:54 How do you justify the impact for only one user?
  • 42:15 Focus on diversifying your own team
  • 44:48 Ensure that hiring is about alignment of values
  • 48:57 Be humble and aware of your bias
41: Why Do PMs Need Facilitation Skills?

41: Why Do PMs Need Facilitation Skills?

March 30, 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 Liang H. (Airbnb) and David Kim (Stealth Mode - Edtech Company) to talk about facilitation skills. It isn’t just about facilitating meetings, programs, or teams. Facilitation, in general, is about a PMs ability to hold together the different roles involved in developing a product. It is the ability to successfully collaborate with multiple teams and departments and make it as seamless as possible. 

 

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
  • 02:01 Why facilitation skill is important for PMs?
  • 09:17 Define facilitation 
  • 12:23 What meetings PMs get to facilitate?
  • 15:37 Failures in facilitation and the lessons learned
  • 26:26 There is always an aspect of competitiveness
  • 37:14 Feedback: the closer to the customer, the better
  • 43:47 What role do people play in the collaboration?
  • 48:53 Processes that can help facilitation for product
  • 51:39 2 tips for facilitators during facilitations