Lemon #72. What a Product Manager should know

Lemon #71. What a should know

While reading ‘Inspired’ from Marty Cagan, we learned about what a product manager should know. Marty Cagan says: 

The product manager needs to have a deep knowledge about: 

  • Deep knowledge of the customer

First and foremost is deep knowledge of actual users and customers. You need to become an acknowledged expert on the customer: their issues, pains, desires, how they think – and for business products, how they work, and how they decide to buy. 

Without this deep customer knowledge, you’re just guessing. 

  • Deep knowledge of the Data

Today, product managers are expected to be comfortable with data and analytics. 

A big part of knowing your customer is understanding what they’re doing with your product. Most product managers start their day with half an hour in the analytics tool, understanding what’s been happening in the last 24 hours. They’re looking at sales analytics and usage analytics. They’re looking at the results of A/B tests. 

  • Deep knowledge of your business

The third critical contribution is a deep understanding of your business and how it works. Succeeding in the job of product means convincing each key stakeholder that you understand their constraints and that you’re committed to only delivering solutions that you believe are consistent with those constraints. 

  • Deep knowledge of your market and industry

This includes not only your competitors but also key trends in technology, customer behaviors and expectations, following the relevant industry analysts, and understanding the role of social media for your market and customers. 

Further, your industry is constantly moving, and we must create products for where the market will be tomorrow, not where it was yesterday. 

Marty Cagan @ Inspired.

Jorge Moreno

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