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How do I combine Jobs-to-be-Done with personas so I'm capturing both who my user is and why they're really using my product?

Jacqueline Porter

IBM Product Management • Thu

JTBDs is the framework for why a customer would choose to use a product. By focusing on "jobs" the product is inherently connected to the task at hand. Personas a concept...

266 Views

How do I define and measure what success looks like for each persona so I know the product is actually delivering value for them?

Jacqueline Porter

IBM Product Management • Thu

There are three steps I generally use to evaluate the success of a persona in the product: define the outcome or point in time when a user first experiences value instrum...

275 Views

How do I make sure the right personas are showing up in user research and testing instead of always recruiting whoever is easiest to find?

Jacqueline Porter

IBM Product Management • Thu

Recruiting the right users starts with a strong discussion guide, research outcomes, and jobs of interest. Once those are clear, building out a screener that accurately m...

268 Views

How do I make the call when two personas have conflicting needs?

Jacqueline Porter

IBM Product Management • Thu

I recall working on a product where I was building for a developer and for a security engineer. I was interviewing customers and learned that within in the same company d...

282 Views

How do I identify the most urgent problem to solve for each persona when there are so many competing signals from sales, support, and user research?

Jacqueline Porter

IBM Product Management • Thu

Personas are a constructed representation of your customer or user. I have found that when there are so many competing signals based on personas each function is using a ...

286 Views

How do you know if your product strategy is successful?

Aleks Bass

Typeform Chief Product Officer • 2y

Evaluating the success of our product strategy is a multi-faceted process that involves tracking various indicators and metrics. We closely monitor key performance indica...

767 Views

How do I protect our product strategy from sales pushback? Our sales team doesn’t focus, and is trying to make our product easy to sell to anyone, rather that our target market.

Jacqueline Porter

IBM Product Management • 2y

The question I usually ask back is "How much ARR or money is that market or target worth? The target I am building for is worth $XXM and if I slow down, we won't be able ...

525 Views

Which stakeholders need to have buy-in for your product strategy, and how do you approach creating alignment?

Julie Lam

Zoom Head of Product Operations • 2y

Product strategy has to align with company, sales and engineering strategies. Start with the company strategy/mission, then define product pillars to support company miss...

1,002 Views

As the market leader, how should we think about defense as it relates to product strategy?

Alex Irina Sandu

Alex Irina Sandu Business & Product Strategy | Formerly Mozilla Corporation • 3y

To defend your position, work on:Strengthen your existing competitive advantage. If you are not very clear on what are the sources of your current competitive advantage, ...

192 Views

What are the steps involved to improve user retention?

Dina Murphy-Schmidt

Etsy Senior Director, Product • 4mo

Define retention correctly for your product (most teams get this wrong)Find where and why users drop off.Tighten activation around the core value.Build habits around repe...

8 Views

How do you get the exec team on board with your product strategy?

Jonathan Gowins

Openly Director, Product & Design • 3y

Step one (Do not skip this step!): Make sure you understand the company (or division) strategy that your leadership team is accountable for. If it's vague, push for clari...

2,041 Views

When is the best time to start strategy - is it the time when dictated by organization and do you suggest working on it always as we talk to customers and monitor data

Derek Ferguson

GitLab Group Product Manager • 3mo

Both. But the second one is what separates good PMs from great ones.Every organization has a planning cadence… annual planning, quarterly OKRs, six-month roadmaps, whatev...

352 Views

How often do you revisit your product strategy? What is your framework for reevaluating it?

Manjeet Singh

Salesforce Senior Director of Product Management • 1y

In my world (B2B AI driven product) we revisit our strategy every 3-6 months and make adjustment based on new learning from customers, sales team, market research and pro...

677 Views

How do you keep your product competitive and few steps ahead than the nearest competitor? And how do you know if the plan is successful?

Srinivas Krishnamurti

Dovetail Product • 1y

I would encourage you to refrain from overly focusing on your competitors. You can drive yourself and your team crazy tracking all the new features your competitors are s...

1,775 Views

What is your end-to-end process for crafting a product strategy and what do you include in order to be successful?

Sheila Hara

Barracuda Sr. Director, Product Management • 2y

If your company doesn't currently have a formal product strategy, developing one is a crucial step towards ensuring that your product development efforts are aligned with...

1,238 Views

How do you manage the risks and challenges associated with introducing new product innovations?

Orit Golowinski

JetBrains Head of Product | Formerly GitLab, Jit.io, Cellebrite, Anima • 2y

In managing the risks and challenges associated with introducing new product innovations, I adopt a proactive approach. I assess risks in advance and develop mitigation p...

1,471 Views

Where do you source breakthrough product ideas for your product?

Pavan Kumar

Gainsight Director, Product Management | Formerly Cisco • 3mo

Breakthrough ideas don’t come from brainstorming sessions. They come from seeing what others overlook and connecting the dots early.In practice, they emerge from a combin...

372 Views

How much of your roadmap is focused on big bets vs incremental improvements?

Sailaja Kalle

Gainsight Director, Product Management • 1y

It depends on the roadmap that we are building. There needs a balance of both. The Big bets are more the innovations that will help do a leap frog. Given significant inve...

537 Views

How do you make data driven decisions for product?

Pavan Kumar

Gainsight Director, Product Management | Formerly Cisco • 3mo

Data-driven decisions, for me, are about combining data, context, and judgment - not just relying on dashboards.Start with a clear question or hypothesisWhat decision am ...

366 Views

What do product managers get wrong when trying to innovate on their existing products?

Pavan Kumar

Gainsight Director, Product Management | Formerly Cisco • 3mo

Most product managers don’t fail at innovation because of lack of ideas, but because they approach it with the wrong mindset and operating model. Starting with solutions,...

374 Views

What methods or frameworks do you use to generate and evaluate new product ideas?

Orit Golowinski

JetBrains Head of Product | Formerly GitLab, Jit.io, Cellebrite, Anima • 2y

At GitLab, we adopted a systematic framework called the 'Opportunity Canvas' to generate and evaluate new product ideas. For the Opportunity Canvas, we engaged in custome...

1,672 Views

How do you foster a culture of innovation within your team or organization?

Paresh Vakhariya

Atlassian Director of Product Management (Confluence) | Formerly PayPal, eBay, Intel, Verizon • 2y

Innovation is a collaborative exercise between PM, Design and Engineering.Engineering:Engineers assess the tech feasibility of new ideas and concepts. They might create p...

1,244 Views

How do you do customer discovery, and what is the hardest thing for you about it?

How do you go about figuring out what the most impactful problems are for you to solve for your customers? How do you validate that they are really problems and how many users have those problems?

Pavan Kumar

Gainsight Director, Product Management | Formerly Cisco • 3mo

Customer discovery, for me, is about separating what customers say from what actually drives behavior, friction, and willingness to change. The goal is not just to collec...

371 Views

What roles do your engineering and design teams play in product innovation?

Pavan Kumar

Gainsight Director, Product Management | Formerly Cisco • 3mo

Engineering and design are not execution functions in innovation - they are co-creators who shape the idea, not just build it.Design: problem framing and desirabilityBrin...

343 Views

How do you make a business case for investing in a breakthrough product idea before building it?

Rupali Jain

Optimizely Chief Product Officer • 2y

The answer really depends on the size and scope of the idea. Making a case for a big idea is a mix of storytelling and hard facts. Here's my approach Start with the St...

1,767 Views

How do I know if we have a product strategy problem or a go to market problem? Our product isn’t growing as fast as we’d like.

Bryan Dunn

Nextiva Head of Product, Developer Ecosystem | Formerly VP Product at Localytics, Crayon, Redox, CoreStory • 3mo

This is one of the most misdiagnosed problems in product. GTM teams assume they have a product problem when they actually have a messaging problem, AND vice versa. Here's...

241 Views

How does the importance of a product vision change from 0-1 products to a growing product to a very mature product?

Sheila Hara

Barracuda Sr. Director, Product Management • 1y

I’ve worked in very different product environments—from early-stage startups, to scaled giants like Walmart, to a mature but growing company like Barracuda—and I’ve seen ...

1,529 Views

Where do ideas for new features come from? How do you decide which ones to build?

Aleks Bass

Typeform Chief Product Officer • 2y

Generating ideas for new features is an ongoing process that draws from various sources. These sources include customer feedback, market research, internal brainstorming,...

814 Views

It seems like a PM role is stretched in multiple directions - business goals, engineering, customer satisfaction etc. How do you determine what's more important to focus on?

Sean Falconer

Confluent Senior Director of Product, AI Products and Strategy • 3mo

This is very true and part of the fun and complexity of the role. You have to wear a lot of hats. As a former founder, I love this. I also think of balancing these differ...

526 Views

How do folks effectively communicate new releases (big or small) so customers are aware that we have potentially solved a problem or frustration?

Jarred Keneally

PayPal Senior Director of Product Management AI Platform • 7mo

Your message should lead with the outcome, not we shipped a thing.Problem-first messaging: "You told us [X] was painful. Here's what we built." Anchor every release to cu...

1,607 Views

What products do you really admire, either overall or particular elements?

Manjeet Singh

Salesforce Senior Director of Product Management • 5mo

The products I admire most are the ones that don't just solve a problem — they fundamentally redefine how you work and make you question why you ever did it the old way. ...

753 Views

In what tangible ways should your product vision dictate the day to day decisions your product development team makes?

Samantha Ugulava

Atlassian Senior Product Manager, Enterprise Agility • 3y

Great product visions rally a team around a set of clear and concise goals. That vision represents the team's focus and can be a helpful tool when the team needs to make ...

1,217 Views

What is your process of setting a vision when you join a new company?

Vasanth Arunachalam

Meta Director, Technical Program Management | Formerly Microsoft • 3y

I’m assuming the question is about setting a ‘team’ vision/mission and one doesn’t exist yet. The mission statement is the “What” and the vision statement is an ambitious...

3,362 Views

When creating your product vision statement, what do you research?

Samantha Ugulava

Atlassian Senior Product Manager, Enterprise Agility • 3y

A product vision statement is a short, concise, and aspirational set of goals for your product. As a Product Manager, you will need to develop a deep understanding of you...

3,472 Views

What questions do you ask yourself when building a product vision?

Orit Golowinski

JetBrains Head of Product | Formerly GitLab, Jit.io, Cellebrite, Anima • 1y

When creating a product vision, it’s important to capture the "why" behind what you're building. These are the key questions I ask myself: Who is the product for?The vis...

492 Views

What exercises help you to define a product vision statement?

Devika Nair

Oracle Director of Product Management • 2y

Something that has helped me in the past is to work with my team to come up with ideas for the vision statement. Write down everything that matters to your product/produc...

516 Views

When pivoting to a new product vision, what next steps would you take?

Samantha Ugulava

Atlassian Senior Product Manager, Enterprise Agility • 3y

In my experience, I've found the best way to successfully pivot your product vision is to make sure your stakeholders are clear on the why, when, and how. Part of bringin...

1,134 Views

What is your end-to-end process for creating a product vision statement?

Tara Wellington

BILL VP of Product, Product Platform • 7mo

The process I use for creating a product vision is a rather simple 6 step process: (1) Write key questions / hypotheses (2) build fact base / research to answer questions...

451 Views

How often do you change your vision & why?

Becky Trevino

Flexera Chief Product Officer | Formerly Rackspace, Dell • 5mo

I'm recently updating our vision. I believe you should look at it at least once a year - especially right now during the AI revolution. In the past, I've relied on a majo...

388 Views

When engineering resources are minimal and shared across initiatives, how do you decide the priority between high-impact features from different domains, such as user identity security and finance workflow automation for invoice analysis?

Becky Trevino

Flexera Chief Product Officer | Formerly Rackspace, Dell • 5mo

When engineering resources are minimal, I really tend to follow the money or follow the vision. The work we're doing has to either provide immediate customer value that c...

400 Views

How do you run the product strategy process from a market insights, timeline and stakeholder engagement perspective?

Becky Trevino

Flexera Chief Product Officer | Formerly Rackspace, Dell • 5mo

My answer to product strategy depends on where I am in the role. If I'm new to a role, I tend to look at the existing product strategy and determine what's working and wh...

499 Views

How long does it take to create a product vision?

Mike Flouton

Boxford Capital Managing Partner | Formerly Barracuda, SilverSky, Digital Guardian, OpenPages, Cybertrust • 1y

This really depends on the organization, the stage, and how much detail you want to include in your vision. I'd say if you're just starting out, it's much more important ...

423 Views

What do product teams get wrong when defining their product vision?

Tracy Montour

HiredScore Head of Product Marketing • 4y

The product vision should reflect the needs of the customer, the current market, and the longterm strategy. I often see companies so myopically focused on their shortterm...

268 Views

How do you plan releases? What development methodology does your company follow?

Sheila Hara

Barracuda Sr. Director, Product Management • 2y

Barracuda has a structured approach that blends continuous integration and delivery (CI/CD) with Agile methodologies, using specific release timelines. This setup can off...

831 Views

What differentiates a product vision statement from a positioning statement?

Poorvi Shrivastav

Meta Senior Director of Product Management • 1y

A product vision statement defines the long-term goal and direction of a product. It’s where the product aims to be in the future, independent of the current state or com...

465 Views

What are the steps to consider while transitioning from PO to stellar PM?

Bhaskar Krishnan

Meta Product Leadership - Ads, Commerce & AI | Formerly Stripe, Flipkart, Yahoo • 4y

This is a question that is close to my heart and I love to see folks transition from Product Owners to Stellar PMs. Taking a step back, I truly love to see people become ...

1,606 Views

Can you give an example of a bad product vision statement? What would you do to improve it?

Poorvi Shrivastav

Meta Senior Director of Product Management • 1y

Bad Vision Statement: "We aim to provide customers with a great shopping experience by offering a variety of products at competitive prices."This fails because it's gener...

496 Views

What should be our strategy if we end up creating industry first solution by understanding the need of the future but our customers are not willing to adopt the change as it's not a necessity yet? Shall we hold the project or invest more to create more buzz about the product and hope for better adoption?

Shahid Hussain

Google Group Product Manager, Android • 2y

If you know that customers are not willing to adopt your solution, that's a bad spot to be in.Re-evaluate what led you to the decision to build & when to do it. Was t...

5,124 Views

Why is it important for product managers to understand their customer's ideal outcome/JTBD?

JTBD = Job to be Done

Manjeet Singh

Salesforce Senior Director of Product Management • 1y

Understanding a customer’s ideal outcome or JTBD is crucial for product managers because it aligns product development with what truly matters to users. When you grasp th...

889 Views

For an industry that changes daily (AI, web3), how do you think about building a product strategy around it?

Abhiroop Basu

Square Product Lead, Payments • 2y

Constant innovation is exciting!One of the most exciting aspects of being a product manager in software is the constant innovation. Every day I come across new a technolo...

602 Views