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3 Common Mistakes Made by People New to Product Management

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3 Common Mistakes Made by People New to Product Management

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When people enter into product management, they tend to make some 'newby' mistakes. These slides summarize the three most common mistakes and what you should do instead.

When people enter into product management, they tend to make some 'newby' mistakes. These slides summarize the three most common mistakes and what you should do instead.

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3 Common Mistakes Made by People New to Product Management

  1. 1. 3 Common Mistakes Made by People New to Product Management Karla Schönicke, November 2017
  2. 2. 1 - Not Talking to Your Customer
  3. 3. Often people new to product management are getting so caught up in the management part, they forget about the product and who it is actually for or which problem the product solves.
  4. 4. Yes, it can be super exciting to get to know all the methods, frameworks and tools. But without anybody needing your product because it doesn't solve their problem (no problem-solution fit), you'll soon have no product to manage at all. Oops.
  5. 5. 2 - Thinking of Yourself as the Customer
  6. 6. You have used numerous products and services before, so certainly you will know, how people will feel about this app, use a certain website or like a new feature, right? Actually no. You just assumed your own preferences to be the same for your target group. That is a trap anyone building a product has stepped into at least once in the process. It's cool as long as you stay clear of it in the future and use data instead.
  7. 7. Data-driven product management is by far the most reliable way to find your target group’s sweet spot and build a business on that. Everything else is wild guessing. If you don't have useful data available yet, then start actively collecting it. Soon enough, you’ll love your data and never want to work without it ever again. Promise.
  8. 8. 3 - Just Building What the Customer Says
  9. 9. This usually comes in disguise of short-term success and praise from customers. Unfortunately, they tend to say one thing and mean something else. By just building what they ask, it’s very likely that they are still not satisfied with the solution.
  10. 10. For this reason, it is your task as the product manager to keep digging until you get to the core: their unfulfilled need. This can surface as a painful problem or a powerful desire. Since you are the shaper of the product, use your skills to then build a product that delivers a solution to the customer. They’ll thank you with their money. Awesome.
  11. 11. Bottom Line - Talk to your customer, observe their behaviour and get into their shoes. - Collect and interpret data to make informed choices. - The product is your responsibility, shape it into a need-fulfilling aka valuable product or service.
  12. 12. And now: Let’s Build Something! PS: You do have questions? Feel free to contact me.

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