April11: Onboarding Product Managers w/Larry McKeogh

Transcript from April 11/12, 2011
Best practices for on boarding new Product Managers
Global Product Management Talk with Larry McKeogh
http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn8

ProdMgmtTalk Check out the questions for today's talk:http://on.fb.me/hmt3jJ

ProdMgmtTalk Thank you to this week's sponsor @Accept360Innovation Management
Resource Library http://bit.ly/fxB7b3

Our speaker, Larry McKeogh is a product manager with firsthand experience of both good
and bad company interview techniques.

Larry McKeogh started Rocky Mountain Product Camp, scheduled for April 26, 2011.

Macmyday Seasoned product manager here from Sydney, working to develop products for the legal
profession.

This is @cindyfsolomon your tweeting co-host from San Francisco bay area

And we are started! Welcome everyone to today's talk about on boarding product managers
with @lmckeogh

Larry has over 10 years of software and hardware product management experience

Larry also has an electrical engineering degree that was applied to HDTV and advanced
imaging system design.

Larry has a background in nuclear power plant instruction and operation

Larry participates in triathlon and outdoor activities year round in Boulder, Colorado.

Hello there, @lisaw1 from San Francisco Bay Area

Today's Questions for both sides of the interview table: http://on.fb.me/hmt3jJ

Q1: Starting at the beginning, is product management well understood at your company?
Why do you say that?

(The format is to post the question and please answer with A1)

lmckeogh A1: No, not when I interview & both eng. that I interview w/ ask/state they don’t
know what a Product Manager really does

brainmates We see a wide variety of 'flavours' of #prodmgmt in our work. It makes it hard to
hire A Product Manager role.

lmckeogh A1: Looks like an education opportunity

Macmyday A1: Yes and no. For some ppl PM is "all the tech stuff", while others see a more
broad picture of it.

Thank you to our Sponsor 1

Sponsor ProdMgmtTalk: http://bit.ly/gF0Tt3


sunita_ferrao A1 Yes. Bridged the gap bet competing reqts, quality releases & eng.
Time+collaboration+mgmt support=successful PM dept

lisaw1 Not well understood or respected; things are changing slowly. PMs need to work on
building relationships w/eng

ProdMgmtTalk I find that each company defines it according to their needs, or weaknesses in
the organization

brainmates re Q1) Better to hire for a role within a #prodmgmtteam. ie Prod-marketing, prod-
operations, prod-development, etc.

lmckeogh Is #productmgmt a profession or a job description?

Macmyday A1: Some ppl see diff things when talking about 'products': It could be
entitlements to subscription or a platform.

ProdMgmtTalk skype discussion on who defines what PM is - shouldn't we band together and
define it for others

lisaw1 re Q1) PMs need to straddle difficult line between being a Business person & a techie;
need a mix of both, IMHO

Macmyday A1: Challenge for PMs is to evangelise their product and to give org the broader
vision and state of product.

lmckeogh While there is a physical diff betwn products / services, from
a #prodmgmt standpoint does it matter?

piplzchoice RT @lmckeogh: While there is a physical diff betwn products /
services #prodmgmttalk that begs for definition of product

brainmates @lmckeogh we look at the combination and interaction good and services as the
"product" that people exchange value for.

Macmyday @lmckeogh "Products" can be broad in their meaning. Can be service, but needs to
be well defined.

lisaw1 Could you define services? Sometimes I've seen ppl define products as a suite of
services, depends on co., ofcourse

lmckeogh @piplzchoice : yes it does. IMO (and simple terms), a product is something that
ultimately generates revenue

Macmyday @lmckeogh PM profession vs. JD: PM is a mission and call.




piplzchoice @lmckeogh I was trained to define it from POV of customer's job they hire my
"product" to do

ProdMgmtTalk Moving on: Q2: How does a company decide the type of product management
skill level needed?

brainmates This sounds like a fundamental challenge in describing#prodmgmt. If we can't
agree on a defn of product what about#prodmgmt?

Macmyday Can products also be processes? -- I would think so

ProdMgmtTalk @Macmyday whatever is produced and sold is the product -including business
processes, services, intangibles

lmckeogh RT @Macmyday: Can products also be processes? -- I would think so. [tend to not
think so at 1st glance]

cindyfsolomon A2: company looks at what is needed to get the product out the door or
whatever else isn't being done by engineering...

lisaw1 A2) Maybe I haven't been lucky, but have not seen much in terms of decision criteria
in terms of Prodmgmt skill level needed

ErikaLAndersen I agree. But depends on company. RT @Macmyday: Can products also be
processes? -- I would think so.

lmckeogh A2: Based upon existing skill set and the need to fill in the gaps

Macmyday A2: Entirely depends on the company's view of#prodmgmt AND their hiring
qualities.

brainmates A2) The skill level depends on the outcomes that are required. Are the desired
outcomes strategic or tactical?

lmckeogh @ProdMgmtTalk : So are you implying #prodmgmt should be used to fill engineering
gaps?

lisaw1 Agreed RT @ProdMgmtTalk A2: co. looks at what is needed to get product out the door or
whatever else isn't being done by eng

ProdMgmtTalk @lisaw1 that is exactly the point @lmckeogh is making today! "not much
decision criteria in terms of Prodmgmt skill level req

KirstenLester A2: budget vs how much Sr Mgmt can fill gaps - at least that's one view I've
seen



@ProdMgmtTalk @lmckeogh NO - prodmgmt should NOT just fill in engineering gaps - that is a
mistake & limits prodmgmt impact

Macmyday A2: Some companies get agents to hire, but if agents don't understand PM it's a
futile activity. Waiting for right pays off

ProdMgmtTalk @lisaw1 all statements contribute to the conversation!

brainmates @Macmyday Repeatable process is what binds together a great product experience.

ErikaLAndersen re Q2: Take it no widely-recognized minimum requirements to become pm

lisaw1 @brainmates the best outcomes require both strategy & the tactics to get them done,
IMHO

lmckeogh A2: Looking for particular domain knowledge to help the product out

ProdMgmtTalk @brainmates Nick Coster just explained what he meant by repeatable process
verbally...

ProdMgmtTalk Nice segue Q3. Are you looking for domain expertise? Are others e.g. HR,
engineering?

Macmyday Any experiences how "true product organisations" hire?

ProdMgmtTalk Q3: They think that domain experience is essential - speeds the process to hit
the ground running. we think PM foundation more

brainmates @lisaw1 @brainmates overall #prodmgmt requires Tactical and Strategy, however it
is difficult to excel at both in one role.

ProdMgmtTalk @Macmyday I'm adding your excellent questions to the
list http://on.fb.me/fblbK8

ErikaLAndersen Related to @Macmyday: Any examples of "true product organisations"?

lisaw1 A3 I find reqs involving must-haves for domain experience a bit frustrating; a good PM
should be able to figure it out

piplzchoice @Macmyday 1. tech background, 2. Project Management skills, inbound marketing
understanding, anything above is huge plus



lmckeog
h A3:
domain
expertise != good #prodmgmt. If you can get all in 1 great, but should be open to quick
learning ability

lisaw1 @brainmates totally agree! Need more time in a day, that's for sure:)

ProdMgmtTalk I always think that personality traits are important as well: flexibility,
charm...., humor....

lmckeogh @lisaw1 : have to show transferable skills & how you will overcome the lack of
domain expertise today

rickwatson A3: In my experience domain expertise is less importance than super-quick
learning.

brainmates @ProdMgmtTalk re repeatable processes: built in to the product, is sales process,
support process, etc need to be designed in.

Macmyday A3: Domain expertise is important/essential, but skills are also transferable.

ProdMgmtTalk And seriously, ability to negotiate, deligate, inspire others to agree, stand firm
with data

Macmyday @lmckeogh Sorry. R u asking for the to-be-state or the is-state?

ErikaLAndersen See PM as ultimate in contrasts: tactical & strategic, detail & big picture,
knows everything & quick to learn...

lmckeogh @ProdMgmtTalk : I've found data to be the great equalizer. With it you can ask any
question. Without it you are powerless

aussiegoldy A3: I look for editorial, engineering understanding, monetisation, P&L exp, sales
strategy and good at working w/ other teams

brainmates A3) Domain experience is handy but #prodmgmtexpertise can be the difference
between success and failure.

lmckeogh @Macmyday : I think it has to be the to-be state if I am following you

KirstenLester A3: try taking from other dept 2 build PM team. Domain exp = good, PM exp
=gr8... Personality 4 stratgic thinking helps



lisaw1 I
started
out as
a developer; became a Project Manager, & now do a mix of both Proj & ProdMgmt; so both
tactical & strategic

Macmyday @lmckeogh @ProdMgmtTalk What sort of data do you mean? Demographics? Stats?

ProdMgmtTalk We're skipping to Q5: What question(s) have you used to truly assess a
candidates qualifications?

ProdMgmtTalk @lisaw1 please lead a twitter talk on your evolution in Product Management!

lmckeogh @Macmyday : All the above. IMO, It depends on the topic at hand the decision to be
made

Macmyday @lmckeogh Not so sure domain exp is not good. I wouldn't want to be PM for a
nuclear plant (obviously you have the exp not I)

aussiegoldy A3: PMs need to be able to rationalise their own jobs and products. They need to
know enough from each team they work with.

lisaw1 I'm way not that interesting! But I'll consider it:) Thx for asking

rickwatson A5: Tell me about a project you're proud of starts a great conversation which can
kick off an hour of questions.

piplzchoice @Macmyday MRX is not limited to Demographics. Data that shows how a product
meets customer expectations and needs

lisaw1 A5: & ask about project failure, and what they have learned; that's very telling

rickwatson A5: It's important to dive into details of decisions to learn about their personality,
drive, and thinking.

aussiegoldy A5: When a candidate states s'thing in their CV, I ask for at least 1 example to
illustrate.

lmckeogh @Macmyday : my comment= broad generalization.There are limits of course. Should
have a tech aptitude to understand & catch on

brainmates A5) We ask potential team members show an example of
their #prodmgmt writing, eg a biz case, or PRD or even a blog post.

Macmyday A5: What is your approach to get a good product/service/process to market?

lmckeogh @rickwatson : how does that assess the qualifications vs. being a good story teller


paulalex
gray A5
:I
expect to hear STAR - Situation, Task, Action, Result for experience/capability questions

brainmates A5) (cont) Writing shows thinking process and communication ability. Both are
vital skills.

lisaw1 A5) Sometimes that stuff (biz case, etc...) is proprietary, so need to change the corp
names to protect the innocent

Macmyday RT @brainmates We ask potential team members show an exmpl of
their #prodmgmt writing, eg a biz case, PRD or even a blog post.

rickwatson @lmckeogh it's the questions you ask about "why" the candidate did something.
every candidate answer drives 5 more questions.

rickwatson @lmckeogh it's most important to know what kind of thinker you are dealing with.

ProdMgmtTalk Moving on to Q6: How, as a candidate, do you convey your value in a short
period of time?

lmckeogh @lisaw1 : you could ask hypothetical questions w/ hypothetical data to be used

lisaw1 RT @rickwatson @lmckeogh it's the questions you ask about "why" the candidate did
something. every answer drives 5 more q's

Macmyday A5: One thing you can't ask, but will find out in interview is personality.

lmckeogh RT @rickwatson: @lmckeogh its most important to know what kind of thinker you are
dealing with. [agreed]

lisaw1 @lmckeogh you're absolutely right! I've done that, actually

aussiegoldy A6: Need to create a pic that you have broad understanding of prod areas, but
specifically can increase audience and revenue

lisaw1 One question I've been asked a lot is: How do you deal w/difficult ppl & situations? &
give example; tell a story

lmckeogh I use a portfolio of examples. Don't show proprietary information but show base PM
principles in action

lmckeogh @aussiegoldy : used cost-benefit analysis to show the value

brainmates A6) deliver output. Whatever it is just make sure that it is communicated. This
highlights you as the leader of the product.

lisaw1 Agreed @aussiegoldy If you as PM don't have an understanding of the market &
customer, you're sunk:(



Macmyd
http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn8 ay A6:
Give
examples of your experience and show where and how you were leading it.

aussiegoldy A6: Storytelling is a great way to demonstrate what you can do. Ppl remember
stories about what you did, not what you did.

brainmates A6) Ask questions about the market and distill this into you own insights. Then
test them with others and the market.

ProdMgmtTalk Moving on: Q7. How important is culture and fit to your group?

lmckeogh A7: Very important, IMO. A little grit in the gears can ruin the whole machine

rickwatson A7: Culture and fit are a dealbreaker in any hire. People are people. PMs need to
be great at working with people.

brainmates A7) It doesn't hurt to be a bit different but you still have to be able to get along to
get the job done.

lisaw1 A7) Culture & fit is very important, but especially critical in a startup where there are
less ppl, w/multiple hats

Resource Library http://bit.ly/fxB7b3

aussiegoldy Q7: Culture fit is the most imp. You can't work together properly as team unless
you understand each other and can bond.

lmckeogh A7: make sure to get outside of the normal interview confines to assess the
individuals personality. e.g. dinner, lunch, etc.

KirstenLester @ProdMgmtTalk A7: culture not as important as ability to achieve, influence, grow
co. But it's personal choice.

paulalexgray A7. Aptitude can be learnt. Attitude is something more innate. Screen out those
w/o skills, then select on attitude

Macmyday A7: Personality & ability to learn quickly are important. Both part of culture and fit.

lisaw1 A7) Ppl skills will take you a long way as a PM; Being a PM is much more ppl-centric as
opposed to being an eng, I think

ProdMgmtTalk RT @aussiegoldy: A6: Storytelling is a great way to demonstrate what you can
do. (Next week Josh Duncan discusses this!)

aussiegoldy @lmckeogh Totally agree with you. When I interview ppl I get a feeling from them
quite quickly whether they'll fit the team.




lmckeogh @KirstenLester : is it a personal choice meaning hiring mgr, or a corporate choice or
both?

joshua_d RT @Macmyday: A7: Personality & ability to learn quickly are important. Both part of
culture and fit.

equintanilla RT @KirstenLester @ProdMgmtTalk A7: culture not as important as ability to achieve,
influence, grow co. pers. choice.

Macmyday @lisaw1 PMs need to get along with many ppl. Engineers will pick up if you bullshit
them.

ProdMgmtTalk BTW - all questions raised available to answer via blog posting! reposted at
www.prodmgmttalk.com http://on.fb.me/hljxbo

ProdMgmtTalk Moving on to Q8: Now that you’ve made the decision, how do you position your
new PM for success?

lmckeogh A8: have a good on boarding process where you introduce them to the company
power brokers

aussiegoldy A8: Give the PM enough rope, yet enough support to allow them to develop the
product.

Macmyday A8: PDPs, objectives, give ppl the prospect of career development.

lmckeogh A8: provide means to get in front of customers quickly

aussiegoldy @ProdMgmtTalk That's great! Was on webinar w@peterguber talking about
storytelling recently. He is a master.

brainmates A8) Make it clear what outputs are required and by when. Just saying "go for it"
isn't very helpful.

Macmyday A8 Introduce new hire to company and ensure role & responsibilities are clear

lmckeogh A8: provide a crash course in company processes and expected deliverables for
product

brainmates A8) Communicate to the rest of the org that the new PM will be making the
decisions for the product then back them up.

SteveKoss Q8 the PM must be positioned with the org/product vision to establish rhythm or
you will have ongoing theological wars




Resource Library for product managershttp://bit.ly/fxB7

ProdMgmtTalk Join us next week "Why Being relevant (starting with the story) isn't enough"
with @joshua_d Josh Duncanhttp://bit.ly/dLHNQr

ProdMgmtTalk Today's transcript & twitter list will be posted within 48 hours for your
blogging responses! www.prodmgmttalk.com

aussiegoldy Thanks everyone - was another great hour!

lisaw1 Thx for a great discussion! Hope to see y'all next week

ProdMgmtTalk Thank you to Nick Coster co-host tweeting as@brainmates today!

brainmates @ProdMgmtTalk @brainmates It has been fun. Glad I could help this week while Adrienne is
offsite. @nickcoster

ProdMgmtTalk Thank you to our speaker, @lmckeogh Background info for today's talk posted
on site prodmgmttalk.com

brainmates Great discussion today! New insights and some common themes. what is a product, what
are PM skills, domain vs pm skills.

Macmyday So long, back to work ;-) Thx everyone.

ProdMgmtTalk Thank
you @lmckeogh @lisaw1 @joshua_d@Macmyday @aussiegoldy @cindyfsolomon @brainmates@SteveK
oss @sunita_ferrao @piplzchoic

Appreciated
participation! @equintanilla@KirstenLester @paulalexgray @sabinagargiulo @rickwatson@ErikaLAnders
en @Accept360



April11: Onboarding Product Managers w/Larry McKeogh

Recommended

Recommended

More Related Content

Similar to April11: Onboarding Product Managers w/Larry McKeogh

Similar to April11: Onboarding Product Managers w/Larry McKeogh (20)

Recently uploaded

Recently uploaded (20)

April11: Onboarding Product Managers w/Larry McKeogh