Ask A Good Product Manager

Ask A Good Product Manager provides real answers to your real product management questions. Ask a question, get a response from an experienced product manager, and hear what others have to say.

Question: If the whole idea of good product management is about effectively being the “CEO of a product,” then why do so few CEOs seem to come from product management?

Answer from Derek Britton of Microfocus: Keep reading →

Question: What causes products to be desired and loved by customers?

How is it that some products achieve huge customer loyalty and high usage (and therefore renewal revenues), and yet other products find it very hard to gain any long term traction? What are the key factors affecting “stickiness” and what can the PM do to move the needle?

Answer from Alain Breillatt of Picture Imperfect: Keep reading →

Question: How do I position a new version of an existing product and avoid cannibalization?

We have a server-based software product and we are introducing a new desktop-based product. The products have the same features, they just differ in how they are installed. Rather than the new product replacing the existing one, we want both products to continue to exist in parallel, though obviously the goal is to increase revenue overall. What are some techniques and approaches to launch the new product without it having a negative impact on our sales?

Answer from Mara Krieps of Pivotal Product Management: Keep reading →

Question: How do product goals, objectives, and tactics relate to the product strategy?

Are your goals/objectives and tactics essentially the product strategy? If you’ve defined what you want to achieve (goals), the way that they can be measured (objectives), and then the plans for how to get there (tactics), isn’t this essentially your product strategy?

Answer from Janey Wong of brainmates: Keep reading →

Question: How can I avoid cannibalizing sales of an existing product with a new product?

I have an existing product that I am planning to introduce a new update version. The update version is needed due to competition.

My question is how to manage the new product planning so that it will not impact the sales of the existing product, or at least minimize impact on current sales.

For example: How late I should go to avoid letting sales and/or customers know about the new product? And what are the considerations to migrate existing customers to buy new product?

Answer from Bob Corrigan of ack/nak: Keep reading →

Question: How can I transition from being a sales engineer to being in product management?

I have been a sales engineer for the past 10 years or so, and would like to move into product management. How can I best make the transition? Should I target specific sizes or types of companies? My thoughts are that a startup would want a seasoned professional, but perhaps a mid- to large-size company might be willing to hire someone who had not had a PM position before.

Answer from Steve Johnson of Pragmatic Marketing: Keep reading →

Question: How can I determine the need and saleability of a “new to the world” of product?

I am developing an innovative product which is truly “new” to the industry. How can I determine the need and saleability of this type of product?

Answer from Alain Breillatt of Picture Imperfect: Keep reading →

Question: What other roles can product managers fill besides managing product managers?

I’m in my 40s now and have reached the Product Management Director level, managing enterprise software product lines and a handful of product managers and user interface designers. I’ve been successful in bringing products to market and generating over $30MM in product revenues over the course of my career. In today’s woeful economic climate and a desire to balance work and family life and possibly downsize one’s lifestyle and career aspirations, what alternative career paths do you see in a post-product management path that doesn’t include aspiring to VP or CEO levels?

Answer from Marty Cagan of Silicon Valley Product Group: Keep reading →

Question: How can product managers thrive in tough times?

2009 has arrived and with it one of the bleakest outlooks for the economy in a long time. During recession, organizations typically take drastic measures and cut right back on anything that isn’t directly revenue generating. In these dark times, how does the discipline of Product Management maintain its “strategic value” in the eyes of the organization’s decision-makers? And, on a more personal level, how do you maintain your own personal profile and “strategic value”?

Answer from Brian Lawley of The 280 Group: Keep reading →

Question: What is the difference between a software product manager and a brand manager?

Answer from John Mansour of ZIGZAG Marketing: Keep reading →