Today I Learned

TIL, 2018-06-07, How to Build Your Product Team

How to Build Your Product Team


  • Pillars
    • User centric. The voice and advocate for the users. User interviews, customer development, persona development. What do they want to be?
    • Business centric. They have a product vision to achieve business objectives.
    • Data-informed decision making. SQL + Analytics + A/B Testing.
      • Influence without authority: persuade others with data, analyses, and storytelling.
    • Technology literate. They should at least know what tech to leverage to best execute their vision.
    • Cross-functional influence without authority
    • Team lead: Prioritize, unblock, ship
  • Good PM vs Bad PM
    • Bad: Spends time on internal matters. Good: Spends time validating with customers.
    • Bad: “Product must be right”. Good: Balances getting it right vs getting it out.
    • Bad: Only thinks about high-level problems. Good: High-level thinking + attention to detail.
    • Bad: Throws specs over the wall. Good: Communicates shared understanding across the team.
    • Bad: Focused on inputs/outputs. Good: Focused on outcomes over outputs.
  • Product Managers are not Project Managers
  • Product Design Question
    • Test for precision questioning: Do they know how to dig deep? What are we going to solve?
    • Understanding the user. Trade-offs, etc.
    • Metrics for success.
    • See how they respond to feedback.
  • Analytics Question
    • Market sizing
    • Business model
    • Ability to draw insights from data
  • Past Experiences: Product or Feature that You’ve Shipped
    • Customer interaction
    • Practical product design methodology
    • How well they work with stakeholders
    • Conflict management
    • Prioritization and trade-offs
  • Favorite product
    • Understanding the who, what, and why
    • Thought process for incremental improvements
    • Metrics for success
  • Scaling
    • Small independent teams (two-pizza teams)
    • Own backlog, delivery, KPIs

Thing I Saw on LinkedIn

  • Yi-Wei: Create a repeatable process that has the potential to continuously drive growth.
    • Have to know and think of your work as a series of small, continuous experiments to determine if a desired outcome is achieved.
    • This has to be falsifiable!
    • The key for these experiments is learning.
    • Experimental backlog.
  • TradeGecko example:
    • Growth of leads were not proportional to content output.
    • Hypothesis: “We believe that by providing free tools on existing content, we can get higher yields”
      • +Engagement, -Bounce rate, but no impact to leads
      • Clear CTA with a downloadable: increased leads generated on the page by 10x.
      • Data-driven experiments give you confidence to double down.
    • All components of product, engineering, marketing, and sales need to work in harmony to create a desirable customer journey.

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