It’s Time to Fight for a Dual Product Management Career Path

It’s Time to Fight for a Dual Product Management Career Path

The widely assumed career path for product managers (PMs) is often seen as a linear progression. However, many PMs find themselves questioning if they want to continue climbing the ladder or if they are content with their current position. This pressure to constantly move up can result in the loss of talented individuals and the promotion of incompetent people managers.

Some tech companies have recognized the need for a dual product management career path and have introduced roles like principal product manager. However, there is still a disparity between these roles and traditional management positions. The argument against having a principal product manager is that product management work at the senior level requires a focus on managing a team, making it difficult for PMs to be individual contributors.

The expansion of responsibilities for product managers often leaves them with minimal time to focus on the product itself. As the department grows, more time is spent managing up and sideways rather than managing down. This shift can lead to bureaucracy and politics overshadowing the coaching and product aspects of the role.

To establish a dual product management career path, several core principles need to be established. Firstly, product management should be seen as a career in itself, not just a stepping stone. Individuals should be encouraged to design their careers based on their values and what brings them fulfillment. Additionally, there should be a clear distinction between product leadership and people management, with the split between the two paths starting earlier in the ladder.

Lateral movement should also be possible within the product management career path. Someone can spend time as a director and then decide to switch to the other ladder, becoming a principal. This flexibility allows individuals to explore different aspects of product management while still progressing in their careers.

Furthermore, the treatment of product managers should be on par with their technical counterparts. Base compensation, bonuses, and equity should be comparable, regardless of the chosen career path. It is essential that individuals do not feel like they have to give up doing what they love in order to advance in their careers.

The Five Types of Virality

Not all virality is the same, and understanding the different types can help businesses create effective strategies. The common element among all types of virality is inception, which involves inserting an idea of what a product can do into someone's mind and generating excitement around it.

Word-of-mouth virality is one of the most basic forms of virality. It relies on people sharing their positive experiences with a product and recommending it to others. To ensure the flow of interested people converts to new users, the product should be easy to find and describe.

Incentivized word-of-mouth virality adds an extra incentive for people to refer others to the product. This can be in the form of rewards or discounts, encouraging users to spread the word even further.

Demonstration virality occurs when the nature of a product allows people to show it off simply by using it. This can be seen in platforms like Instagram, where sharing photos becomes a way of showcasing the product's features. Similarly, Pinterest benefits from demonstration virality when users create and share pinboards, effectively advertising the platform's awesomeness.

Infectious virality occurs when a product is designed in a way that encourages users to invite others to join. Snapchat is a prime example, as users have a strong incentive to invite friends to enhance their experience on the platform. However, this strategy should be used carefully and only if it aligns with the product's nature.

Outbreak virality is driven by the fun factor or the desire to look cool by sharing something. Products or trends that become popular quickly often benefit from this type of virality. Pokémon Go, for instance, spread rapidly because everyone was talking about it and wanted to join in the fun.

To ensure the success of a viral strategy, it is crucial to follow up the moment of inception with a seamless new-user flow. This flow should lead interested individuals to take the right actions that align with the intrinsic value of the product. Ultimately, the metric that matters is how many people are actually using the product.

Combining the Content

The concept of fighting for a dual product management career path aligns with the idea of understanding the different types of virality. Just as product management should not be limited to a linear progression, virality should not be seen as a one-size-fits-all approach.

To establish a dual product management career path, it is crucial to recognize the value of individual contributors and provide opportunities for lateral movement within the field. Similarly, businesses should understand that not all virality is the same and tailor their strategies accordingly.

In both cases, the focus should be on aligning with core principles and values. People should have the freedom to design their careers and viral strategies based on what brings them fulfillment and what resonates with their product's unique features.

Actionable Advice:

1. Embrace individual contributions: Encourage the development of a dual product management career path that recognizes the value of individual contributors. Provide opportunities for individuals to explore different aspects of product management without the pressure to constantly move up the ladder.

2. Tailor viral strategies: Understand the different types of virality and choose the strategy that best aligns with your product's nature. Consider word-of-mouth, incentivized word-of-mouth, demonstration, infectious, and outbreak virality, and implement the one that will generate the most excitement and engagement.

3. Focus on user experience: Ensure a smooth new-user flow that leads interested individuals to take the right actions. Make it easy for users to find and describe your product, and provide incentives for them to invite others if it aligns with your product's nature. Remember, the ultimate metric of success is how many people are actively using your product.

In conclusion, the fight for a dual product management career path and the understanding of the different types of virality go hand in hand. By embracing individual contributions, tailoring viral strategies, and focusing on user experience, businesses and individuals can create fulfilling careers and successful products that resonate with their audience.