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If you ask 10 different product managers (PMs) to describe their jobs, you’ll get 10 different answers. So people like to use a not-so-helpful slogan: “PM’s do a little bit of everything.” The problem with this sloppy description is that it further obfuscates the role, diminishing the critical function of shepherding a product or service from inception to launch, which is essentially the mission of any PM. The real question is — how does a PM do it?
Spoiler: A product manager is a saleswoman or salesman in disguise.
Part 1 — Sell to Executive Stakeholders
To greenlight any product initiative, a PM must persuade major decision makers in any organization to give a damn. While the methods of doing so may vary, the ultimate goal is the same — convince senior leadership to give you budget and headcount to startup. Depending on the corporate culture, your approach may be to write a document, do a presentation, go around talking things up, or even secretly building a small proof-of-concept. Typically, it will be a mix of these tactics, among others.
Because PM’s don’t command armies of direct reports, and instead function more as a…
