How To Succeed In Product Management | Jeffrey Shulman, Red Russak & Soumeya Benghanem

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 Vipin K. Singh (FEVO), Parul Shorey (SeatGeek), Geetika Kapoor (Chewy), and Vikas Khandelwal (Qualtrics) to talk about how to land a PM role in the current economy. For those who are interested in changing to a PM role, these great panelists will share their personal experiences and advice on how to become a PM.

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


• 08:23 Landing a product manager role in the current economy


• 11:37 There are still PM jobs out there


• 14:14 Network your way to opportunities


• 17:55 Highlight your skills & build relationships


• 20:57 Prepare a lot, be concise in communication, & know your value proposition


• 23:01 Value proposition


• 25:20 Have a personal mission


• 26:24 How to become a better communicator


• 28:00 Book or practice material recommendations


• 31:53 How to evaluate job opportunities


• 38:28 Should you go wide or go narrow?


• 44:15 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 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

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