FUNDAMENTALS OF PRODUCT MANAGEMENT

The four levers of product management: succeeding as a product manager

Every aspiring product manager needs to know what it means to be a strong and effective product manager and how they can create value for the team. To be a productive product manager, one needs to understand how the four levers of people, focus, processes, and culture combine to discover and deliver effective solutions to customers.

Nima Torabi

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Behind every great product, there are great product managers or mini-CEOs.

A great product manager needs to understand that four key levers define the success of a product team. Those levers are:

  • People: the structure and roles of strong product teams
  • Focus: what a strong product team should be working on
  • Processes: maintaining operational efficiencies using processes that repeatedly deliver success
  • Culture: built around continuous innovation and change
Photo by Javier Allegue Barros on Unsplash

Lever 1: succeeding with people — the structure and roles of strong product teams

Every product begins with a handful of cross-functional people working as a product team. The correct definition and understanding of each member’s roles and the type of people recruited will be key to a product team’s success or failure. To succeed with people, product managers:

Photo by Joshua Earle on Unsplash

Lever 2: building the right product — what a strong product team should be working on

For a strong product team to succeed, it needs to have the right focus and know what it should be working on. In other words, to have a clear definition and understanding of what it wants to be developing and why.

To get to that point of clear focus, product teams:

Photo by CDC on Unsplash

Lever 3: maintaining operational efficiencies — using processes that repeatedly deliver success

Effective product teams repeatedly use a combination of the same techniques, activities, best practices, and mindsets to discover and deliver products. These processes entail:

Photo by Norah S on Unsplash

Lever 4: building the right culture

All the previous levers will only work well when they are in the right product culture environment. Product culture means how product teams behave, what their environment looks like, and how they are best utilized to bring change to organizations.

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Nima Torabi

Present: Audio & Video Ent. Group PM at Rogers Media | Former: Fintech Startup Founder + Exit, Ex-Strategist @[Samsung], and Venture Founder @[Rocket Internet]