This document provides an introduction to product management. It begins by introducing the presenter and their background in product management. It then lists several famous tech CEOs who were previously product managers. The document defines what product management is and the roles and responsibilities of a product manager. It discusses different types of product managers and stages of product development. It provides examples of strong product visions from companies like SpaceX. Finally, it shares insights from the growth of TikTok. The key points covered are the definition and roles of a product manager, different types and stages of product management, the importance of vision, and a business case study of TikTok's success.

1. INTRODUCTION TO
PRODUCT MANAGEMENT
EDC - PARIS - 15.01.21

2. WHO I AM
ZISHAN ASHRAF MOHAMMAD
@zimo80fr
linkedin.com/in/zimohammad
zishanmohammad.wordpress.com
Product Lead, Lecturer, Researcher, Startup Advisor
Tech Mgt Consulting Entrepreneur Product Management in Enterprises, Start ups and Unicorn

3. Steve Jobs
Kevin Systrom
Sundar Pichai
Jeff Bezos
Frederic Mazzela
Marissa Mayer
WHAT THOSE GUYS HAVE IN COMMON?

4. Steve Jobs
Kevin Systrom
Sundar Pichai
Jeff Bezos
Frederic Mazzela
Marissa Mayer
THEY WERE ALL AWESOME PRODUCT MANAGER

5. WTF IS PRODUCT
MANAGEMENT

6. THE NEW ENTREPRENEUR IS A PRODUCT MANAGER
https://www.pinterest.com/pin/191051209162468468/

7. THE NEW ENTREPRENEUR IS A PRODUCT MANAGER
https://www.inc.com/jeff-haden/want-to-be-a-great-ceo-be-a-great-product-manager-
fi
rst.html

8. WTF ARE PRODUCT MANAGERS
PM IS GREAT WAY TO BE A KICK-ASS LEADER, WHY?
▸ Building products with designers and engineers
▸ De
fi
ning positioning, pricing, and go-to-market strategy with product
marketing
▸ Driving leads with demand-generation teams
▸ Creating awareness of a product among analysts and media with
brand-marketing teams
▸ Delivering quarter-to-quarter commercial results with the sales team
▸ Ensuring current customers are happy with customer-success and
support teams
https://www.inc.com/jeff-haden/want-to-be-a-great-ceo-be-a-great-product-manager-
fi
rst.html

9. PRODUCT MANAGER MAKE SENSE OF ITS SURROUNDING

10. https://blog.intercom.com/mind-the-product-martin-eriksson/ 2016

11. Source: product Management Festival, https://productmanagementfestival.com/survey/https://blog.intercom.com/mind-the-product-martin-eriksson/ 2019

12. Good product managers know the market, the product, the
product line and the competition extremely well and
operate from a strong basis of knowledge and
con
fi
dence. A good product manager is the CEO of the
product. A good product manager takes full responsibility
and measures themselves in terms of the success of the
product. They are responsible for right product/right time
and all that entails. A good product manager knows the
context going in (the company, our revenue funding,
competition, etc.), and they take responsibility for devising
and executing a winning plan (no excuses).
https://a16z.com/2012/06/15/good-product-managerbad-product-manager/ , Ben Horowitz, written in 1997

13. Josh Elman, greylockpartners, 2015
Source: Strategize: Product Strategy and Product Roadmap Practices for the Digital Age, 2016

14. KNOW WHAT TYPE OF PM YOU ARE
http://www.mckinsey.com/industries/high-tech/our-insights/product-managers-for-the-digital-world, McKinsey, 2017

15. WHAT LOOKS LIKE A PRODUCT ORGANISATION

16. PRODUCT MANAGEMENT 4 STAGES
DOUBLE DIAMOND - DESIGN COUNCIL, UK
source: Design COuncil, UK, 2019

17. PRODUCT MANAGEMENT 4 STAGES
DOUBLE DIAMOND - DESIGN COUNCIL, UK
Design Council’s Double Diamond clearly conveys a design process to designers and non-
designers alike. The two diamonds represent a process of exploring an issue more widely or
deeply (divergent thinking) and then taking focused action (convergent thinking).
1.
(re)Discover. The
fi
rst diamond helps people understand, rather than simply assume,
what the problem is. It involves speaking to and spending time with people who are
affected by the issues.
2.
De
fi
ne. The insight gathered from the discovery phase can help you to de
fi
ne the
challenge in a different way.
3.
Develop. The second diamond encourages people to give different answers to the
clearly de
fi
ned problem, seeking inspiration from elsewhere and co-designing with a range
of different people.
4.
Deliver. Delivery involves testing out different solutions at small-scale, rejecting those
that will not work and improving the ones that will.
source: Design COuncil, UK, 2019

18. PRODUCT MANAGEMENT 4 STAGES
THE ROAD TO BUILD A PRODUCT
source: NYU Design,: https://medium.com/nyc-design/the-changing-design-process-f8d44abb1420, 2018

19. EXECUTION
VISION & STRATEGY

20. VISION
PRODUCT

21. ~2 million apps ~2,5 million apps
Source: statistica, Oct 2019
~3.4 MILLION APPS ~3 MILLION APPS
Source: statistica; June 2020

22. ” THE CLEAREST WAY TO
MAKE A 10X IMPROVEMENT
IS TO INVENT SOMETHING
COMPLETELY NEW. ”
PETER THIEL, ZERO TO ONE

23. Source: Strategize: Product Strategy and Product Roadmap Practices for the Digital Age, 2016

24. Source: Strategize: Product Strategy and Product Roadmap Practices for the Digital Age, 2016

26. https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action , TED, 2013

27. VISION
SPACE X

28. VISION
SPACE X
•
Lombardo, C. T. (2017). Product Roadmaps Relaunched
•

29. VISION
THE 10 PRINCIPLES OF PRODUCT VISION
1. Start with Why
2. Fall in Love with the Problem
3. Don’t be afraid to think big with vision
4. Don’t be afraid to disrupt yourselves because if you don’t, someone will
5. The product vision needs to inspire
6. Determine and embrace relevant and meaningful trends
7. Skate to where the puck is heading, not where it was
8. Be stubborn on the vision but
fl
exible on the details
9. Realise that any product vision is a leap of faith
10.Evangelise continuously and relentlessly
Cagan, M. (2017) chapter 25, INSPIRED: How to Create Tech Products Customers Love

30. VISION
THE 10 PRINCIPLES OF PRODUCT VISION
Cagan, M. (2017) chapter 25, INSPIRED: How to Create Tech Products Customers Love

31. VISION
THE 10 PRINCIPLES OF PRODUCT VISION
Cagan, M. (2017) chapter 25, INSPIRED: How to Create Tech Products Customers Love

32. GROUP EXERCICE

34. VISION

39. BUSINESS CASE
TIKTOK (EX MUSICA.LY) INSIGHTS
‣ Acquired by Bytedance for €1bn in November 2017
‣ Started as an eduction app, idea was to present short educational videos, combining
Twitter and courser
‣ failure: learnings
1. UGC content must be light
2. against human nature
3. young people (time, creative…)
‣ Growth hacks
‣ App SEO (longer tittle got better position in appstores/google play)
‣ utility
fi
rst, community second, monetisation after (fun -> fame -> fortune)

40. BUSINESS CASE
TIKTOK INSIGHTS
‣ How Tiktok (ex musica.ly) has built community
fi
rst place
‣ building app community is like building a land/economy concept
‣ leveraging existing social media (fb…) for network effect
‣ Pivot after 1,5 years, change the value prop from video music
creation to lip-synch -> got off the ground (core value concept)
‣ keep a constant conversation with 100 US teenagers through
wechat
‣ musica.ly is based in Shanghai, leverage local US culture, US trained
workforce
Source: https://www.youtube.com/watch?v=wTyg2E44pBA

41. Example

43. Q&A

44. @ZIMO80FR