AMA: Adobe Director of Product Management, Growth, Deepti Pradeep on Growth Product Management

More often than not, an experiment fails. Failed experiments are the biggest sources of learning. Was your hypotheses proven wrong? Was the test design not pushing it far...

Expecting glory right off the gate. The thrill of launching a first test is huge. The disappointment from reality vs. expectations might be huger. Any number of things ma...

We first absorbed all the relevant user research available, spent a ton of time with the core PMs to understand what had been tried – what worked well and failed. We also...

Executive sponsors – if your org leaders don’t think PLG is a priority, it’s not happening. Period. Effective structure – Every growth PM on the team needs to have the r...

Governance / air-traffic control of AB tests is essential. Running parallel AB tests on the same KPI and same audience will not guarantee clean results. If improvements d...

Creative Self-Starter: Often there isn’t a set path / ready direction to get started. A strong Growth PM is able to roll up their sleeves and get into the growth tech sta...

PLG is technically effective when a product has achieved product market fit. Running experimentation when you are still finding out the right types of audiences is not re...