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Introduction to the Product Management Process

Trying to wrap your head around product management? You’re not alone.

Product management is becoming an increasingly popular role across both startups and enterprise companies, but it’s still difficult to define. That’s because it doesn’t fit any of the traditional roles you may already be familiar with: engineering, business strategy, design, or marketing.

Instead, product management draws on all these fields, forming a critical new discipline that has become increasingly important among startups and enterprise companies alike.

What is Product Management?

Product management is an interdisciplinary role that reaches across teams to plan, design, and continuously bring better products to market.

The role evolved out of a set of responsibilities that traditionally fell to lead developers and engineers: scoping out user problems and making critical product decisions.

Since then, it’s become clear that successful product leadership – and shipping successful products – goes beyond the scope of a dev team. It’s a separate function that requires business acumen, a deep understanding of UX design and product knowledge.

Product managers are responsible for setting a product vision, defining a product strategy and developing a roadmap that meets both company goals and user needs. (Here’s an excellent introduction to the role of a product manager.)

The primary question they’re out to answer is this:

How do we bring the best possible product to market and grow our business?