The Four Levels of Product Managers and the Knowledge-Creating Company: Connecting the Dots


Hatched by Glasp

Sep 01, 2023

4 min read


The Four Levels of Product Managers and the Knowledge-Creating Company: Connecting the Dots


In today's fast-paced and ever-changing business landscape, companies face the challenge of staying competitive and relevant. Two essential elements that contribute to a company's success are the role of product managers and the creation of knowledge within the organization. By understanding the four levels of product managers and embracing the concept of a knowledge-creating company, businesses can navigate these challenges effectively. In this article, we will explore how these two concepts intertwine and provide actionable advice for implementing them in your organization.

Level 1: Shipping - Meeting the Basic Product Needs:

At the foundational level, product managers are responsible for shipping features. This involves working closely with design and engineering teams, communicating specifications, and ensuring successful feature releases. In smaller companies, the tech lead or the first PM may handle this responsibility. However, as the business grows, it becomes crucial to have experienced PMs who can drive decisions effectively. To avoid overspending, assess your company's future needs and determine when to bring in a Chief Product Officer (CPO) or a fractional CPO.

Level 2: Planning - Challenging Product-Market Fit:

As the product matures, a senior PM comes into play to challenge product-market fit and align the team on a mid-term vision. This role requires high emotional intelligence (EQ) and the ability to understand and draw out real customer needs. With experience, PMs can creatively gather insights through surveys and interviews, shaping the product's vision. It is essential to rally the team around this vision to ensure cohesive progress.

Level 3: Strategic - Paving the Pathways:

Once a company achieves product-market fit and has a comfortable runway, it is time for a strategic PM to envision the future. This PM, usually at a director or VP level, takes the company's vision and lays out pathways towards a big, audacious goal (BHAG). They assess the validity of each pathway, explore ways to test and de-risk them, and make decisions that move the company forward. Stakeholder alignment and rallying are crucial in this stage.

Level 4: Strategic Partnering - Bolstering Moat and Building Culture:

When a company aims to bolster its competitive advantage and sustain growth, a CPO becomes instrumental. The CPO helps set and reinforce the product organization's culture, establishes strategic partnerships, and charts a course towards the BHAG. They play a vital role in fundraising, assessing product bets, winning key enterprise accounts, and facilitating the product vision. A part-time CPO with a well-networked perspective can bring valuable external insights, while a full-time dedicated hire is better suited for ongoing board relations and culture-building.

The Knowledge-Creating Company:

In parallel to the four levels of product managers, the concept of a knowledge-creating company emerges. A company is not just a machine; it is a living organism that thrives on knowledge. Successful companies consistently create new knowledge, disseminate it widely, and embody it in new technologies and products. This process requires personal commitment and a shared understanding of the company's purpose, direction, and how to bring its vision to life. Innovation and self-renewal are at the core of a knowledge-creating company.

Connecting the Dots:

The connection between the four levels of product managers and the knowledge-creating company lies in personal commitment and the continuous pursuit of new knowledge. Both concepts emphasize the importance of individual contributions, whether it be a brilliant researcher's insight, a middle manager's market intuition, or a shop-floor worker's experience-based innovation. By creating an environment that encourages personal knowledge sharing and fosters a sense of identity with the company's mission, organizations can unlock their potential for innovation and adaptability.

Actionable Advice:

  • 1. Foster a culture of collaboration and knowledge sharing: Encourage employees at all levels to share their insights, experiences, and ideas. This can be done through regular team meetings, cross-functional workshops, or dedicated platforms for knowledge exchange.
  • 2. Invest in professional development and continuous learning: Provide opportunities for employees to enhance their skills and knowledge through training programs, workshops, and mentorship. Promote a growth mindset that values personal and professional growth.
  • 3. Embrace diversity and inclusion: Build a diverse team with a wide range of backgrounds, perspectives, and experiences. Diversity fosters creativity and innovation, as different viewpoints can lead to unique insights and solutions.


By understanding the four levels of product managers and embracing the concept of a knowledge-creating company, businesses can thrive in today's competitive landscape. From shipping features to strategic partnering, product managers play a crucial role in driving decision-making and shaping the company's future. Simultaneously, a knowledge-creating company harnesses the power of individual contributions and personal commitment to consistently create new knowledge and adapt to changing market dynamics. By implementing actionable advice such as fostering a collaborative culture, investing in professional development, and embracing diversity, organizations can position themselves for long-term success.

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