How to Get a Job as a Product Manager

Jason Shah

@jasonyogeshshahProduct Manager, Yammer

Product Manager in Residence at General AssemblyFounder, HeatData

@jasonyogeshshah http://blog.jasonshah.org

You’re Hired: Product Manager

Don’t be shy.

Email me@jasonshah.org and take my Udemy course with live videos, answers to the

interview questions, conversations with other PMs, and

bonus contenthttps://www.udemy.com/how-to-get-a-

job-in-product-management/@jasonyogeshshah

http://blog.jasonshah.org

Before we begin…

A. Who are you?B. Who is a product manager?

Goal: A=B

@jasonyogeshshah http://blog.jasonshah.org

Today’s Goal

@jasonyogeshshah http://blog.jasonshah.org

+ Define you. Define the Product Manager role.+ Discuss what a Product Manager actually does+ Identify key qualities of top Product Managers+ Show how to frame yourself as a PM if transitioning into PM from another role+ Practice interview questions: brainteasers, reverse engineer features, measuring success

How We Get There

Entrepreneurs? Rockstar unicorn hacker? Get out.

Designers?Engineers?Analysts?Bankers?

Consultants?MBAs?

Dropouts?Students of life?

@jasonyogeshshah http://blog.jasonshah.org

Who Are You?

@jasonyogeshshah http://blog.jasonshah.org

Product Manager Identities

@jasonyogeshshah http://blog.jasonshah.org

5 Things Product Managers Do

@jasonyogeshshah http://blog.jasonshah.org

+ Drive product vision+ Spec features+ Work with designers and engineers+ Work with everyone else+ Analyze the performance of features and make release decisions

5 Things Product Managers Do

What crazy thing should our product do 5 years from now?

What features or designs in our product don’t make sense anymore?

What are our competitors doing, or can do, that we’re failing to do well?

Which inefficient behaviors do people exhibit today in the world that our product can help change or eliminate?

(...and asking other questions to push your product to ultimate market, and world, dominance.)

@jasonyogeshshah http://blog.jasonshah.org

Drive Product Vision

+ Brainstorm with folks from various teams: design (UX, UI), engineering, sales, marketing, customer success*

+ Write down the goals of the feature, which metrics should change and in which ways / to what general magnitude, and how the feature should actually look and work

+ Iterate with designers to build UX mocks and high fidelity UI designs (or build them yourself if needed) to ensure a good user experience + help engineering move faster

*Ultimately you are responsible for the product, though. Don’t let other teams, or your users, dictate the feature. That is lazy. Use them as inputs. You’re the PM.

@jasonyogeshshah http://blog.jasonshah.org

Spec Features

+ Come to designers with some sense for the goals of the feature, but give them autonomy over visual design

+ Negotiate the minimum viable product with engineering and reach compromises that are good for users but not overly expensive for engineering to build

+ Keep the team cohesive and reduce transaction costs, e.g. designers should work directly with front end engineers on implementation. It’s usually more efficient and helps morale.

…and a million other things that don’t fit on this slide that you *hopefully* will learn on the job

@jasonyogeshshah http://blog.jasonshah.org

Work With Designers + Engineers

+ Listen to the problems that customers face and sales / marketing believe that customers face

+ Communicate likely release dates but don’t overcommit*

+ Challenge your analytics team to help you ask the right questions and analyze feature experiments accurately**

+ Be an ambassador of your team. People should understand why the company is building certain features and not others

* Product marketing may handle this in some companies** Some companies don’t have an analytics team. Better remember what a p-value is.

@jasonyogeshshah http://blog.jasonshah.org

Work With Everyone Else

+ Figure out which variations should be included in product experiments

+ Ensure variations align with your product hypotheses

+ Accurately interpret multivariate test results and consider implications of choosing certain feature winners

+ Don’t be committed to features. Winning is about building and testing - not rolling features out to 100% of users.

@jasonyogeshshah http://blog.jasonshah.org

Measure Features

@jasonyogeshshah http://blog.jasonshah.org

Finding the Right PM Role

+ Identify the companies you want to work for

+ Frame yourself as a good PM (resume, then in future interactions)

+ Phone screens, preliminary assignments

+ Interviews with PMs, designers, engineers, analytics

+ Negotiating and preparing to dominate as a PM

@jasonyogeshshah http://blog.jasonshah.org

Finding the Right PM Role

+ Basic: Size, industry, team

+ Intermediate: Product team quality, relationship with engineers / marketing, nature of role

+ Advanced: Who do you want to be in the long term? A director of product? An entrepreneur?

@jasonyogeshshah http://blog.jasonshah.org

Identify the Right Companies

Entrepreneurial

Rational but visionary

Self-aware

@jasonyogeshshah http://blog.jasonshah.org

Frame Yourself as a PM

+ Looking to assess your degree of interest and qualification for the role

+ Show you have good product sense, understand engineering tradeoffs, can measure and iterate

@jasonyogeshshah http://blog.jasonshah.org

Phone Screen + Assignment

+ Meet with product managers, designers, engineers, analytics

+ Questions can be brain teasers (analytics), ask for anecdotes about your experience with teams (designers/engineers), feature-related, e.g. What would you build if you were a PM at Facebook?

+ Don’t wear a suit.

+ {Boiler Plate Interview Advice}

@jasonyogeshshah http://blog.jasonshah.org

PM Interview

+ Meet the team after you get the offer. Get as good of a sense for the day-to-day as possible. Interviews can mislead you. Meet for beers or something. Coffee works, too.

+ Get other offers, don’t sell yourself short, balance equity and salary with your risk tolerance, don’t forget about intangibles (e.g. health insurance, vacation policy)

+ If they give you an offer, they will pay you well. Don’t be desperate. It’s sort of like dating.

@jasonyogeshshah http://blog.jasonshah.org

Negotiate Your PM Offer

@jasonyogeshshah http://blog.jasonshah.org

Interview Questions

Here’s Yammer. What would you add, remove, or change?

@jasonyogeshshah http://blog.jasonshah.org

@jasonyogeshshah http://blog.jasonshah.org

Say you are a product manager at Facebook. You released a change to the publisher that increased days engaged meaningfully, but also reduced posting and invites sent.

What would you do?

@jasonyogeshshah http://blog.jasonshah.org

Many sites have implemented “infinite scroll” in recent years. Reverse engineer this decision for a specific product (Pinterest, Facebook, or another).

Why do you think the product manager and team working on this product did this?

@jasonyogeshshah http://blog.jasonshah.org

Don’t be shy.

Email me@jasonshah.org and take my Udemy course

with live videos, answers to the interview questions, conversations

with other PMs, and bonus content

https://www.udemy.com/how-to-get-a-job-in-product-management/

@jasonyogeshshah http://blog.jasonshah.org

Q&A