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The  Product  Management  Trap
By	
  Chris	
  Barron	
  –	
  Huruda	
  LLC	
  
What  Is  The  Trap?
•  Problem:	
  Always	
  too	
  much	
  to	
  do	
  
•  Solu<on	
  1:	
  100%	
  wrong	
  →	
  500%	
  wrong	
  
•  Solu<on	
  2:	
  Consistently	
  do	
  it	
  right	
  
Seven  (Bad)  Signs
#1.    Not  Involved  In  “The  Business”

•  I	
  don’t	
  get	
  to	
  see	
  any	
  revenue	
  numbers	
  
•  I	
  have	
  no	
  idea	
  if	
  other	
  departments	
  are	
  doing	
  well	
  
#2.    Not  Involved  In  Strategic  Stuff

•  I’m	
  not	
  invited	
  to	
  key	
  mee<ngs	
  
•  Execs	
  don’t	
  value	
  my	
  product	
  vision	
  
#3.    Spend  All  My  Time  With  R&D

•  I	
  never	
  get	
  to	
  visit	
  customers	
  
•  I	
  hardly	
  work	
  with	
  marke<ng	
  or	
  sales	
  
#4.    Don’t  Get  Along  With  R&D

•  R&D	
  thinks	
  they’re	
  steering	
  the	
  ship	
  
•  R&D	
  ignores	
  my	
  requirements	
  and	
  decisions	
  
#5.    Nobody  Reads  My  Documents

•  I’m	
  required	
  to	
  write	
  detailed	
  documents	
  
•  People	
  nit-­‐pick	
  my	
  documents	
  and	
  dismiss	
  them	
  
#6.    Management  Overrides  Me

•  Execs	
  passively	
  contradict	
  my	
  decisions	
  
•  I	
  hear	
  about	
  changes	
  aOer-­‐the-­‐fact	
  
#7.    GeQng  Burned  Out

•  It’s	
  not	
  worth	
  it	
  to	
  argue	
  with	
  people	
  
•  I	
  work	
  harder	
  but	
  get	
  less	
  done	
  
How  To  Do  It  Right
(And	
  avoid	
  problems	
  in	
  the	
  first	
  place!)	
  
Understand  Business  OperaUons
Bridge  Gaps
Learn  How  To  Talk  $$$
Learn  To  Talk  Business  Strategy
Get  Out  Of  The  Office
MeeUng  Living  Breathing  Users
Help  Your  Sales  Team  Close  Deals
Communicate  Then  Facilitate
Regularly  Meet  With  Key  People
Earn  Your  Spot  At  The  Table
(Also)  Be  A  Product  Expert
Ask  Why  You’re  There
Take  Care  Of  Yourself
Summary
•  Look	
  for	
  signs	
  that	
  you	
  need	
  to	
  change	
  
•  Make	
  yourself	
  valuable	
  across	
  groups	
  
•  Communicate	
  and	
  forge	
  rela<onships	
  
•  Spend	
  less	
  <me	
  with	
  R&D	
  
•  Spend	
  more	
  <me	
  with	
  everyone	
  else	
  
•  Take	
  <me	
  to	
  prevent	
  burn-­‐out	
  
Thank  You!

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Barron.the product management trap for p camp-mn 2