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

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


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

22: Storytelling Frameworks to Qualify and Quantify Product Data

Wed, 20 Oct 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 Red Russak and Soumeya Benghanem welcome Ariel Dos Santos (Peloton Interactive) to talk about storytelling. Apart from collecting data to qualify and quantify a product being developed, it is also important to tell stories based on data so everyone on the team is aware and onboard the production plan. 



 



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


  • 04:16 Storytelling is an important tool in a PM’s toolkit


  • 08:58 The SUCCESS framework  


  • 12:15 With storytelling, you become a lawyer, a detective, and a dreamer


  • 13:42 The four types of story we tell


  • 17:20 We want the customer to be the center of every story


  • 19:37 Part of storytelling is giving space for people to react and to ask questions


  • 22:47 Data is used to tell stories


  • 24:20 Qualitative or quantitative data?


  • 28:42 Observe and talk to several people to gather data over time


  • 31:28 Demo-driven questions from the target audience


  • 40:00 Which matters more for PMs, quant or qual


  • 42:21 When initial inputs are in, you turn to quant


  • 44:18 How qualitative data works


  • 48:21 It depends where you’re at in the maturity of your product


  • 50:45 You’ll get better at storytelling over time


  • 52:14 Treat every interaction as an opportunity to experiment   



21: Mentorship: Strengthening Mentor-Mentee Relationships

Wed, 13 Oct 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 Red Russak and Soumeya Benghanem welcome Wade Pinder (Mainline), Ana Maria Garcia (The Home Depot), Carol Tyger (Vivante Health), and Martie K. Burris (Salesforce) to talk about strengthening mentorship. For new PMs, finding the right mentor is essential while learning the foundations and disciplines of product management, therefore, it is important to take note that forming a genuine connection between the mentor and mentee is the root of all successful mentorships.



 



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


  • 07:50 The three types of mentors


  • 10:43 How do you find the perfect mentor?


  • 12:13 Asking someone to mentor you is a huge commitment


  • 16:15 How do you reject a mentee?


  • 22:28 The best type of mentor-mentee relationship is the informal type


  • 25:33 Finding some sort of personal connection makes relationships last


  • 28:08 How do you decide whether to take somebody on as a mentee?   


  • 31:54 How to make sure that the mentor-mentee relationship runs smoothly


  • 35:46 Look for frameworks for prioritization and discipline


  • 40:36 PMs should know about the ins and outs of product management


  • 43:13 The difference between a mentor and a sponsor


  • 47:33 Once you learn the discipline, you can be any type of PM


  • 50:47 It’s important to find a mentor early on in your career


  • 52:17 Go back to the fundamentals when communicating


  • 55:04 Mentorship is helping people identify their blind spots 


  • 57:20 Transparency is key and always share your intentions



20: Women in Product On Collaboration Across Disciplines

Wed, 06 Oct 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 Geetika Kapoor (Microsoft), Kavita Kamani (Microsoft), and Angela Argentati (Zillow) to talk about collaboration across disciplines. The discussion revolves around accountability in making decisions, the best frameworks suitable for Product Managers collaborating in different disciplines, and staying curious about the people you work with and the issues you’re trying to address for your customers. 



 



This episode is in collaboration with the Women in Product Women in Product’s Seattle Chapter. Women in Product is a welcoming community where women in products are inspired, connected, and celebrated. 



 



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


  • 02:06 Why is collaborating with other disciplines an important topic


  • 08:05 PMs are coordinators that run the entire project


  • 10:46 Who makes the final decision on a product? 


  • 15:00 Accountability from every member of the team


  • 18:39 The RACI model and driving clarity


  • 22:08 RACI matrix may not work for all product teams


  • 23:33 Working backwards document is the best tool for collaboration


  • 32:52 Get a clarity on what your customers really need


  • 37:20 Reach out to your network to fill in critical roles


  • 43:13 Agile approach with a working backwards document


  • 47:41 Develop curiosity about the other person you’re collaborating with


  • 49:31 Make people aware of their blind spot to help solve conflicts


  • 52:17 The biases of any single discipline you’re working with



19: Time Management: How to Break Down Your Work Hours

Wed, 29 Sep 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 Alex Selby (Amazon) and Swati Goel (Facebook) to talk about time management. Today’s focus is on how much time PMs need to allocate for structured and creative meetings, checking with customers to gather data on existing products, and breaking down your day strategically so you’ll have time to refresh your thoughts and replenish your creativity.



 



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


  • 02:17 Why is time management and productivity important?


  • 07:02 Breaking down your day with time bucketing


  • 09:45 For PMs, unstructured, unfocused time is critical


  • 11:47 Block out an hour for yourself everyday


  • 14:29 Deciding how much time to put into strategy versus execution


  • 18:45 Business priorities and where you’re product is at


  • 20:41 From 90/10 to 60/40 time allocation with customers


  • 28:33 Look for product adjacent roles or tasks that you can take on


  • 33:20 Pick up patterns from the first customers and bring back to the team for planning


  • 36:03 Learn more about the Inclusive Product Management Accelerator program


  • 38:01 The writing culture in meetings is an artifact while building a product


  • 42:07 Balance between outcome driven structured meetings and allowing creativity


  • 44:23 Allow for creative sessions but facilitation is still needed


  • 48:25 Start conversations with a wide approach first


  • 49:20 Choose which meetings are mandatory for you


  • 51:31 Time management takes a little bit of practice


  • 53:02 How often should PMs check on customers


  • 56:55 “Be specific and strategy in spending your time.” - Alex Selby


  • 57:51 Listen to How to Be More Productive (Ep. 243)



18: Transferrable Skills and Mastering Product Execution

Wed, 22 Sep 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 



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