Good product Manager, the following 6 major quality information

Are you doing product sales and consulting? If so, do you think you are a good product manager? Let's take a look at these 6 major elements to see if you meet

Today, many people are looking forward to the role of product manager, even designers, programmers, BD, have to do the idea of product managers. But in fact for many small companies, "product Manager" is just a decoration, to do a good job of the product I think should have the following three:

1, the product itself, have a good market positioning, users, and prospects;

2, users of the products, there is a high degree of user recognition;

3, the product of the market, there are sophisticated means;

I have a friend, a product manager, a few months ago, their company developed a product, in Qingdao Pilot promotion, and I talked about the definition of the product and the market, users and promotion, feel his attitude is very optimistic, give me the direct signal that this should be a "good product." And in the next one months he called me with a very pessimistic attitude, said this product market effect is not good, and two months later, he went to Beijing, and then give me a call to talk about this product, said that has entered the financing state, feeling he was very optimistic, I thought his products have made a big improvement, the results of chatting before we know, There is no improvement in the product, but there is a financing channel for their shareholders.

By changing his attitude towards the product, it is certain that he has no right to control the product.

First of all, the product in Qingdao market feedback is not good, then as a product manager has complete responsibility, this is a little can not shirk. Product managers need to make forward-looking market judgments of products, market failure, it is likely that the product positioning problems, or is not sure of the timing of the introduction of accurate. After the problem, the first time to correct the product positioning instead of financing. In fact, I understand that their product positioning is entirely determined by the boss, the market timing and strategy is the boss decided.

Some small enterprises in the country, a common phenomenon, that is, the responsibility is not clear, a link failed after a deep understanding of the lessons, but to shirk the responsibility to other departments and others, slowly to nothing.

Second, there is access to financing, can only say that the company has a potential source of funds, this has nothing to do with the product itself, the product positioning has not changed, the product itself has not changed, the product has been really placed there, how may have a financing channel means that the product has hope, it is like a group of people in a booing.

We chatted, he also revealed that the product is entirely by his boss alone said. In other words, the product manager's position is nothing more than a decoration.

The role of the product manager

The role of the product manager is very complex, on the one hand, each company's definition of the position of the product manager is different, and the most fundamental reason is that the product manager this position needs to span a number of areas, in general, the product involves:

Product appearance-Business section;

User experience part of direct contact;

Product development and implementation--technical part;

Product managers are not necessarily experts in these three areas, but at least they are familiar with these three areas, otherwise it is difficult to manage a good product. It is not easy to create an excellent product, which requires the product manager to have good market judgment and control and the pursuit of perfect quality.

"Product Manager" is the cradle of "general manager"

I mean, the product manager needs a very comprehensive quality that basically covers the entire company, and the product manager is actually "worried about life":

Understand the industry, understand the industry users (even need to be experts in this industry). Any product is not based on fantasy, are deeply rooted in the development of his industry background, your understanding of the field, as well as forward-looking, determine the fate of your products.

Ability to control, control teamwork and communicate with other departments.

In the limited time and resources on the premise of the product and market trade-offs (in Japan to work friends, have heard a word called "play"). Can not shirk responsibility to other departments, do not rely on the success of other links (this is I have seen the most phenomenon, once the market failure, the company's internal departments to pass the responsibility of unlimited circulation, product managers to shirk the responsibility to technology and design, is the most common)

Specifically, product managers need to have the following qualities:

First, the product manager must have the very high insight and the foresight, is not only one idea

I think that as long as the normal people, there are all kinds of ideas and views, this does not explain how smart and flexible he is, and to step back, even if the person's ideas are accepted by others, it may not necessarily mean that the idea has market value, may not derive from the idea of good products, because everyone's insight, experience is limited, Putting ideas into the minds of a small group of people is not too much of a problem.

Steve Jobs's greatness, to a large extent, is his foresight to accurately determine the future of the PC over the next 10 years and accurately foresee the future of the Internet, which is the key to the success of the product.

For example, the mobile internet forecast, 2014 must be mobile mobile internet outbreak of the year, mobile payment, O2O field, mobile office areas will have rapid development. The mobile internet has grown so fast that more than a year ago, some non-IT people will not be able to make Android phones is normal, and now the street taxi drivers, if they do not use a taxi software, will not use mobile payment, has been ridiculed by peers. If the product manager can not predict the future market changes, it will miss the opportunity, or be killed by the peer, or by the user abandoned.

Second, the product manager to understand the user, even in the position of customer service

I'm going to tell you one more story, and I've talked about it many times.

I have led the team to develop a mall platform, their users are the streets to repair mobile phone shops, later we plan to provide more services for businesses, I envision whether for each repair shop design a special page, through SEO optimization, for them through the Internet to bring repair mobile phone customers. As a result, we did a survey on their forum in advance, one of the clients ' feedback touched me, and he said, "people who use Internet search will not be able to fix their phones," I immediately realized that I didn't know enough about the repair shops, and that in fact they were often faced with mostly migrant workers.

I have seen doing car navigation statistics companies, they do products, and drivers to work with the rest, is to follow up products, even to go out at night.

In this respect, I think the product manager's work is very the contrary, the real existence of the product manager, disdain the bottom of the work, there is always superior superiority, every day the office dream to design a great product, feel winning outside, control desire is the only reason he wants to become a product manager, Such a product manager has no chance to make a good product.

Third, yes, the definition of the button is not decided by the designer, this is the responsibility of the Product manager

Domestic those dedicated to create user Experience team, generally known as UED, first seen in Alibaba, in foreign companies generally become UX, design team and product user experience contact the most closely, UI and UE these categories as well as their work of some professional methods, product managers must understand, Otherwise there is no way to convert user needs into design interactive language.

If you don't set a scene for the designer, then the designer has 100 reasons to make the 100-button design, from the design point of view, these designs are qualified. The product manager is this design scene person, in the movie "Inception", the Dream Designer (Architect) will set the dream for the Dreamer, the dream creator according to the design to create the dream, otherwise, the dreamer really can do the dream.

If it is an Internet product, a button, background color, in fact, depends on the user's specific background, his geographical background, Internet cultural background, and so on, and these are not the scope of the designer's responsibilities.

Two years ago, we made a platform for mobile internet in Southeast Asia, at that time, the designer is my friend, because this is a Startup, so the staff is limited, my friend in the design, but also did a part of the role of product manager, such as Southeast Asia more like the color of the beautiful style, So the whole product will reflect this feature.

So, if the user feels that the product looks ugly, do not shirk the responsibility to the designer.

The product manager is the most difficult to transform the business entity into a model to a product solution.

I think this is the most difficult part to control. In general, each company may have its own set of methodologies, more based on the nature of the product and the company's custom to make, it is difficult to organize the common method.

For example, you want to design an IPAD sales display system for sales offices to use, you may have to pay attention to dual users, sales staff and buyers, buyers more concerned about the location, the actual model of picture display, price, traffic, concessions, and sales staff more concerned about convenience, directly on the IPad recorded the home buyers information, Buyers of this property satisfaction, whether it is necessary in a period of time after the telephone return visit. Then the integration of these indicators, consider the design of the product to give priority to show which part in the prominent position.

Product Manager to create personal charisma in the team

Since you are not the three experts in the field, why should people believe you? This may require you to have charisma (if you are handsome enough to be an advantage), to build on your strengths in the team, as in the novel Zhang Mowgli, if not nine Yang Martial magic and the great diversion of the universe, it is difficult to serve the public, and do not expect to be around 4 women followed.

VI, product managers need to have a strong desire to control, to some extent, those "obsessive-compulsive disorder", "paranoid" more suitable for product managers

If you in order to keep the position in the company, dare not to talk back to your superiors, dare not and other departments say "NO", dare not for a pixel and colleagues arguing, it is difficult to create excellent products.

In this respect, jobs is as paranoid as the outside world says, I agree with his approach, as he said in an interview with the Lost interview: "Great people don't care about self-esteem, they focus on products, which is the most effective way to work."

Similarly, in some enterprises, to speak carefully, send an e-mail to pay attention to the wording, can not offend, to do this set of self-preservation, in such a company, can only be honest mixed point wages.

In fact, for the product control, I prefer to be decided by the engineer, Facebook is a typical engineer-driven product, the advantage is because, avoid a lot of handover (if the product manager to pass the user feedback to the engineer, the middle will lose a lot of information), another is, After all, the existence of products and technology is too close. If you want engineers to drive your product, you need engineers with the quality of the product manager.

Do you think you are a good product manager after reading these? or do you want to be a product manager?

Head chart from: Khuong Khu Kho ' s Blog figure three from: Jasongurley