A Comprehensive Survey of Product Management and the Five Levels of Hype

A Comprehensive Survey of Product Management and the Five Levels of Hype

Product management is a multifaceted role that requires a diverse set of skills and qualities. In a comprehensive survey of the field, it was found that the most frequently valued attributes of product managers are communication, execution, and product sense. These skills allow PMs to effectively lead teams, drive projects to completion, and make informed decisions about product strategy.

On the other hand, the survey also revealed that certain qualities are less frequently valued in product management. These include design/UX, empathy, and raw intelligence. While these qualities may not be as highly prioritized, they can still greatly contribute to the success of a product manager. Design and UX expertise can help create user-friendly and visually appealing products, while empathy can enable PMs to better understand and meet the needs of their users. Raw intelligence, although not a primary requirement, can also provide valuable insights and problem-solving abilities.

Interestingly, the survey also examined the influence of product managers within companies. It was found that PMs have more influence than other functions at only 70% of companies, compared to the 80% or higher influence of other functions. This suggests that the level of influence can vary widely across different organizations. For example, at Zynga, PMs are the ones running the show, while at Apple, PMs have the least influence.

Moving on to a different topic, hype is a phenomenon that is often associated with new technologies and innovations. It can be seen as misleading bullshit or ignorant boosterism, but it also has its uses. When it comes to creating a new technology, hype is necessary to attract the resources needed, such as people and investment. Hype can act as glue, creating a shared vision that pulls the actors in the same direction and ultimately becomes a self-fulfilling prophecy.

The five levels of hype provide a framework for understanding the different stages of hype. Level 1 is marketing claims, where existing technology is highlighted for its immediate benefits. Level 2 involves exaggerated claims, where the effects and impact of a technology are exaggerated but still grounded in reality. Level 3 is utopian futures, where the technology is seen as the key to a perfect future, emphasizing its potential rather than its present benefits. Level 4 is magical thinking, where the technology takes on unrealistic properties and is expected to solve all problems effortlessly. Finally, level 5 is othering, where the technology becomes a group identity for its boosters and critics are dismissed as defenders of the old.

One industry that exemplifies level 4 hype is the blockchain industry. For years, blockchain has been pitched as a solution to every societal problem and challenge, overselling its capabilities and ignoring criticism. This kind of hype can be dangerous, as it creates unrealistic expectations and can lead to disappointment when the technology fails to deliver on its promises.

In conclusion, product management is a complex field that requires a combination of skills and qualities. While communication, execution, and product sense are highly valued, design/UX, empathy, and raw intelligence should not be overlooked. Additionally, understanding the different levels of hype can help navigate the world of technology and innovation. It is important to critically evaluate the claims and potential of new technologies, and not get caught up in unrealistic hype.

Actionable advice:

1. Develop strong communication skills: Effective communication is essential for product managers to collaborate with cross-functional teams and convey their vision to stakeholders. Practice active listening, clear and concise writing, and persuasive speaking to enhance your communication abilities.

2. Cultivate empathy: Empathy allows product managers to understand the needs and pain points of their users. Take the time to put yourself in the shoes of your users, conduct user research, and gather feedback to gain a deeper understanding of their experiences. This will enable you to build products that truly meet their needs.

3. Stay informed, but be critical: It is important to stay up-to-date with the latest technologies and trends in the industry, but also be critical of the hype surrounding them. Do thorough research, seek diverse perspectives, and evaluate the potential benefits and limitations of new technologies before fully embracing them.

By combining the insights from the comprehensive survey of product management and the five levels of hype, product managers can navigate their roles more effectively and make informed decisions about product strategy and innovation.