It takes a rare breed of people to become Product Managers
It certainly is no cake walk managing world class products and beating your own game day in and day out. Ever wonder about the challenges one faces on a day to day basis being a Product Manager? Who better to throw light on the psyche of an effective product manager than a business leader who dons multiple hats in his organisation. Himanshu Palsule is the Chief Product and Technology Officer of Epicor, working on delighting 20,000 customers across 150 countries.
A typical day in the life of Himanshu I’ll tell you what I would like the day in my life to be and what it really becomes. What I would like to do if I’m not building products is spending time with customers. To me other than those two, there is nothing more significant. So, if I were to choose my day’s schedule, I would, obviously have a fairly large team, trying to get ideas out of them and work through various products, or I’d be with customers.
I usually wake up at 5 o’clock. 5:30-5:45 is my quiet time on my iPad. I have a lot of curiosity. I read a lot. Thanks to the Epicor team here, the day begins pretty early at around 6.00 am and then it goes on till late in the night. So a day in my life, I wish it was all about products and customers, and that’s what I’m really passionate about. But, the reality of the situation is that you have to get into meetings, have financial discussions, you have to deal with sales, finance and marketing.
Is it advantageous for a Product Manager to come from an engineering background? I think there is a huge risk in having product managers come from an engineering background., There are plenty of engineers in your business to begin with. So, it’s not a new art or a new science. You’re just adding to the number of developers or testers that you have.
The other issue has to do with what engineers do: we’re very linear in our thinking – I’m an engineer. A lot of what product management has to do deals with non-linearity. The wheels on the luggage wasn’t a function of the circumference of the wheel and the fit into the luggage. It was an idea around the problems to be solved.
Another topic I’ll get into is the question: is the return on investment behind the ideas? Profitability absolutely is a factor of success of the product. Sometimes, with an engineering mind it is more about the art of the product rather than the commercial success of the product. So, you don’t have to be an engineer to be an excellent product manager and don’t let anyone tell you that.”
What is your philosophy of hiring product managers? [You need both] hard skills and soft skills. For hard skills, there are two extremes. You need to know the content and you need to know the concept. The content is – what is this? What is this product? Its software, features, functionality, technology stack, how does it work, cadence, releases, etc,. I think, in today’s market there is an over-emphasis on content. A lot of product managers we have are accidental product managers. They were in quality, support or engineering. And the next logical move seemed to be product management.The other side is concept. Do you understand the product? Do you understand the price? Do you understand the positioning? Both content and concept are important, sometimes orthogonal skills that you need. More importantly, if I’m hiring for a product manager, the soft skills that I look for are, number one being Curiosity, number two being Context and number three being Collaboration.
I love C’s! You need to have curiosity. But you need to have context around it. What is the environment that I’m working up for? What is the profitability of the product? How is the customer willing to pay for this? What is the limitation of my distribution channel? What is the architectural set-up? What is the stack I use? There has to be context to the curiosity. You get a lot of curious product managers coming up with a lot of ideas that don’t go anywhere. And you get people who are so contextual that they don’t really think out of the box.
And finally, you need to be collaborative. Product management is hard. Outside of the CEO, it’s the hardest function in the company. That’s why it’s a rare breed of people that we get in a product manager.
What is your guidance to Product Managers to become more strategic? A good product manager has to understand profit and loss of the product at the end of the day – at least for established companies. For a startup, it may be a little different because you’re the owner and you may have money to burn. The definition of strategy, to me is the choices that you make. We have an ERP product with 76 total modules. Everything is going to be a choice. Do I add this feature? Do I add this technology? Do I change the user interface? Do I move to new version of SQL server? Do I look at Internet of Things? Do I look at robotics? A strategic product manager is able to take these choices and make a judgement based on the context that you have.
It’s an evolution every day. That iterative non-linear thinking that you are going to apply today is going to make the difference between you being very successful in your job or you being just good at your job.
What are the habits of a great product leader inside and outside of work? Curiosity is very important. Having that curiosity to find answers where answers are not obvious is the job of a product manager. What’s your job if you don’t create that additional value of being nonlinear in your career? Again, there’s no silver bullet. It changes from company to company completely. You have two types of product managers. You have the ones that are skeptical, when they think this is not going to work. That’s good. And then there are those who are cynical, that ‘No this will never work’. You should fire that product manager ‘coz you can’t be cynical about your own product as a CEO. You have to have passion about your product. All the way, they say from cradle to grave, from womb to tomb, you have to be passionate through the whole journey.
What’s the product manager’s role in driving innovation? There’s no easy answer. The job of a product manager is to solve an unsolved problem with the customer. If there is clarity in the jobs to be done, then as you are listening to the hundred ideas coming from engineers, you are able to pick those two or three that are most relevant. We all should brainstorm and have that funnel where that one good idea is coming out of the bottom.
How important is domain experience? It’s important. Obviously, you cannot be a product manager of something and know nothing about something. I may be different. Domain is nice to have. It is not a must-have for me when we look for good product managers. It’s easier to learn the content; it’s harder to learn the concept. I can teach someone what manufacturing is. I cannot teach that person how pricing works or how do you monetize a product. You have to be good at that. At IPL, you can learn all of that.