Summary: What is the best way to bring teams together to have a common view of product direction? In this episode Michael discusses this topics with Steven Haines, author of the book The Product Manager’s Desk Reference and president of Sequent Learning Networks. Product managers need to understand the importance of managing products as if they were their own business within the company. The mindset of a product management professional within the company — the “CEO or general manager” of the product — is key to the long-term success of the products and the company. Steven provides astute advice to help product managers and product marketers foster relationships with their teams and customers. He provides insight to help you stay “market focused” in your work and earn credibility with coworkers: Understand that people on different teams might see (or understand) things differently than others, including you as the product manager. Remember that different views can push you to increase the value of your products. You — the product manager — have the responsibility to understand prevailing views (from executives, sales, marketing, engineering, etc.) of your products. As the product manager, you need to work with the groups to assure they come to a common view of product direction. You must not dictate what will happen but help them understand what will make the products successful and get their buy-in. Steven and Michael discuss other topics such as finding the right mentors and advisors, strategic vs. tactical planning and building the product management community. Steven also highlights key takeaways from his book.
