Does the product manager know your business?

In fact, before reading this translation, I think I need to talk about my own understanding of some of these words. In the text will repeat the word customer, and based on the understanding of the article, I will translate the customer or the user, the customer can be the product of the purchaser, but not necessarily will be the user of the product, and users are products, but not necessarily the product of the purchaser. And for domain knowledge and domain expertise two phrases, Chinese are all industry knowledge, but from the understanding of the text, domain knowledge tend to the general knowledge in the industry, and domain Expertise is more inclined to professional knowledge in the industry, therefore, domain knowledge in the text translated into industry knowledge, domain expertise translation into industry expertise, used to make distinctions.

If you want to be a knowledge product manager, take the industry knowledge (domain) as the only weapon of success. You have gone deep into the industry, so you know your company, market, competitor and customer. In fact, you are often used to playing only one role at a time--either for customers, for suppliers, or for competitors. Others cannot immediately grasp the industry knowledge that you have accumulated over the years through practice. Your industry knowledge is also the basic skill that you can manage your products successfully.

If you want to be a successful product manager and be a success, make sure you have adequate but appropriate understanding of the industry you are engaged in. Product managers need to understand the product-oriented market, but also to understand the industry. For example, if you are developing a software for the police department to track the case, but you do not understand the implementation of the law and the judicial system knowledge, the product you develop is a great chance of failure. Even the user's most basic goals and tasks are not understood, and how to meet the needs of customers.

Industry knowledge provides information for product managers to make the best decisions about customers, users, and markets. Without a certain level of knowledge, product managers can only be confused and blind to make a pass. As Stephen Johnson in "Everyone needs to know what" we wrote here:

"Industry expertise (domain expertise) helps product managers accurately extract real-world requirements from the needs of customers and users. Industry knowledge directs marketing to develop an effective marketing plan to deliver clear information to customers. The same is true for developers and engineers (the understanding here is that industry knowledge also helps to deliver clear information to developers and engineers). Subjective judgment (judgement call) is unavoidable and often occurs. Developers who really understand the interests of customers are more able to make the right choices. ”

In addition, the lack of industry knowledge can affect the ability of a product manager to successfully manage a product in an enterprise where the leader has a wealth of industry experience. This phenomenon, Stephen in the technical enterprises in the speech on the Related:

"In the technical enterprise, let oneself lose the prestige quickest method is to say oneself does not understand the technology." Admitting that you don't understand a new idea or a new implementation strategy is not a big problem. But effective technology marketing and product management can not be separated from industry and technology expertise. If someone tells you that this is not the case, the person's role in the technical product he is responsible for is limited. ”

However, industry knowledge alone is not enough to make you a successful product manager. Industry knowledge is really important, but industry expertise is not necessary. Developing software for the law industry does not require you to be a lawyer; When you develop software for a help desk, you do not need to be a help Desk analyst. Similarly, when developing for the education industry, you are not required to become an educator.

A certain industry experience is helpful to product managers, and too much can sometimes hinder product managers from objectively receiving their customers ' opinions. Personal experience and perceptions will unconsciously replace customer feedback. You may find yourself ignoring other people's advice just because you think your background is more relevant. (Tip: If you often put "when I was a XX (previous occupation)" When the mouth, you may have been trapped in this kind of trap. )

In addition, if a product manager is full of curiosity, good questions, and a good listener (which every product manager must have), lack of relevant industry experience sometimes becomes an advantage. Maybe you've never worked as an investment banker in an investment bank, but you're willing to dig deeper (deep dive) and understand their needs. You may be able to truly perceive the needs that investment bankers have never realized.

In my "10 tips for new product Manager" Webinar (webinar), a participant asked: "When job-hopping, is industry knowledge not a prerequisite?". This may depend on several factors:

1. Do you want to join the practice of recruiting less or no industry knowledge of the staff? If a company that develops software for biotech researchers, 80% of its employees have a Ph. D. In biology or chemistry, the enterprise rarely considers people without industry knowledge, Although he may have very rich experience in product management in other fields.

2. Is the industry able to get started quickly? In some areas, industry expertise barriers (entry thresholds) are relatively low. To manage a product that is used by a cashier at a grocery store, it would take much less time to grasp the relevant industry knowledge than to develop a software for propulsion engineers, and it would be much easier to understand how to calculate the propulsion of a booster. Of course, there's no point in discriminating the grocery cashier. Just elaborate on a simple reality: some areas do need more industry knowledge.

3. How to change your product management skills? A Product manager engaged in computer peripherals (such as mice and electronic artboards) can generally be more smoothly transformed to manage the development of surgical medical equipment. Aside from these two completely different industry properties, two roles are largely dependent on ergonomics, product design, and manufacturing. Similarly, a product manager who engages in a consumer portal can also manage an intranet site.

A good product manager has a comprehensive and in-depth understanding of the company's business, domain, industry, market dynamics, user and customer behavior (solid understanding). Industry knowledge is helpful, but industry expertise and industry experience are not necessary. A good product manager can quickly grasp the relevant knowledge of the new industry and see the real needs of those who have worked in the industry for years.

Translator: Bitter Tea (2011-12-09)
Original link: Understand your product ' s domain
Text for the Internet Some things compiled, reproduced please specify.