Steven Haines - The Product Manager’s Survival Guide - Everything You Need to Know to Succeed as a Product Manager

Early in my career, someone asked me why I liked being a product manager. I had to think for a minute, and then I replied: Because each day is different, I thrive on creating something out of nothing, and I love running a business. I also flourish when I know whats going on across the company and whos doing what with whom and why. I love learning from customers, and I marvel at the knowledge and experience of people who contribute to the creation of great products.

When I wrote the first edition of this book, I thought Id provide a timeless view for aspiring product managers or those who were new to their jobs to create the passion that I think is so important.

I also figured, since business is business, and with my assumption about business practices being timeless, what else would be needed? As I learned, and as youll learn in your product management career, theres a life cycle to everything, including books, products, processes, and companies. Nothing is timeless.

Transformation is the term currently used to describe business evolution. All companies want to achieve long-term improvements in performance. They try to bring this about through changes in mindsets, behaviors, and the capabilities of their employees. Transformation seems to always include the launch of new products, services, and customer interactions. It also embraces new ways in which customers and suppliers interact or engageand today that means faster product design and development, distribution through digital channels, or integration of hardware and software. On a related note, services-based business models continue to evolve that focus on improving outcomes for their customers. From the big-picture point of view, businesses will continue to change, and product managers will continue to be integral players in this evolutionary landscape.

Interestingly, transformation in any organization has different starting points. For product managers, this can be a challenge. For example, you may already be working in a company thats a digital native, or one thats been run from the start as a software company. Or you may be working in a company thats traditional and is incorporating more digital, software, or services-based products in its portfolio. Wherever your company is, or wherever you target your career, youll benefit from a foundational resource like this book to give you a boost.

With this transformation, or any other change that comes your way in the future, it goes without saying that those firms that embrace (or perhaps create) new business models (disruptors) tend to get ahead. Those that dont may find their way onto the downslope of the life cycle curve. Compare the rise of Netflix from an easy-to-rent movie by mail service to a content powerhouse to that of Yahoo or IBM, companies that did not properly harness the needed changes to truly transform themselvesat the right time. Yet, stay tuned, and keep an eye on Netflix to see how it evolves over the next decade or two.

At the heart of success is a product management mindset. It keeps these companies ready for anything as they create new product life cycles from old ones and reinvent themselves along the way. That said, the required sea change in viewpoints and attitudes brings with it a sense of urgency. You can see this every day if you study successful companies and innovative products.

With this updated book, I want to share whats inspired me: leaders of great companies who orchestrate incredible makeovers and product teams who come up with remarkable innovations. I hope to inspire you to step onto the business playing field every day and embrace the opportunity to figure out whats best for your customers and for the company where you work.

Also with this book, I hope to extend my passion for product management to you. I want to provide ways for you to be better and do better. My hope is that this book can serve as a base to unify your thinking about your job, and moreas a springboard for your continued study of product management and progress in your business career.