Everyone is the idea and meaning behind the product manager

Recently some other positions of colleagues and friends transferred to our product department to do product work, and then someone asked me: Everyone is product manager, so everyone can do product manager? It seems to me that the understanding of the phrase "everyone is a product manager" still remains on the surface, Does not really understand its meaning and the thought it conveys.

Everyone is a product manager, this is not to say that everyone can do product manager, but in the transmission of a product concept, or also known as product awareness, it is the hope that we do anything, we can from the product perspective to think about the problems we face, as a product thinking to guide our work.

So what exactly is product awareness? I think that product awareness generally includes user awareness, Business awareness, innovation awareness, and team awareness, and of course may include other awareness, but this is left to you to add.

Business sense, this awareness is more from the product manager's career goals. Product Manager no matter what products to do, the first thing to think about is how to make the product to occupy the expected market share, how to bring benefits to the company through the product, market and financial success is a successful product manager to pursue the goal. A product even if the design to do well again, the function of the product is again strong, if it can not create value for the company is not a successful product, product managers to be clear, the product is not just for their own, this sounds a bit cruel, but in fact this is the case.

The user consciousness, this kind of consciousness originates from the user-centered product design thought, namely ued thought. Now most of the product managers have recognized and accepted this ideology, so they began to focus on user research, conduct user surveys, simulate user use scenarios, and then from the user perspective to design products, so that product design and experience can be more loyal users. The user consciousness has greatly improved the phenomenon of the product manager behind closed doors and promoted the rapid development of product design and user experience. Because they know: only let the user satisfied, will buy your product.

Innovation consciousness, innovation is the source of human development, is the driving force of social progress, but also the core competitiveness of products. But what is meant by this innovation is not necessarily the kind of disruptive innovation, perhaps a lot of attention to the details of the better, perhaps like the bottom of the workers to the user to the same feeling, these are innovative. The product manager needs to have the innovation consciousness, otherwise, he will never have the progress, the product will never do well.

Team consciousness, it is difficult to do a product well, it is harder to do a product manager. You will find that a lot of times, you can not do anything on your own, to achieve your product ambition, you need a team. This requires that product managers not only integrate themselves into the entire team, but also that each member of the team is cohesive and working towards a goal. A successful product manager is a great leader, even if you don't have a formal job title.

In fact, not only product managers need to have product awareness, usually around the product set up the post, if you can do product thinking and awareness into the work, may be able to get better work results. For example, engineers should not only be trapped in the development of products for the sake of technology, but should have the awareness of developing products for value and users. Marketing and customer service personnel not only understand the user, more understanding of products, can be more targeted to do marketing planning, more accurate excavation of what users really want.

Product awareness is only one of the qualities that a product manager should have, and the product manager has a lot of skills to master, as well as some necessary abilities, besides product awareness. Everyone is a product manager is the hope that everyone has product awareness, not to say who can do product manager.