This is the fourth and final entry on getting into product marketing and product managment (herein after referred to as 'the product professions').
Part 1 is here
Part 2 is here
Part 3 is here
And here is the SlideShare link for my session at Silicon Valley Product Camp back in March.
DISCLAIMER: This NOT a guarantee of success nor is it an easy checklist leading to a quick job offer. Your results may vary and others (I hope) will chime in on their best practices and techniques. It is a general guideline of how to move yourself through the process with some metrics and check points along the way. It does not replace your inherent desire, skill or suitability for any particular product professional job.
For this installment, I've asked Karol McCloskey, @prdmkgblackbelt, to sit in and give her perspective on getting into the product prfessions. Her bio is below.
Self as
Product
Are you
making a dent in the universe where you work? You’re not! So you’re thinking
about making a change to product management or product marketing…great idea.
No one, except maybe Bill
Gates or Steve Jobs, grows up wanting to be a product manager or product
marketing manager. (See Tim’s great video on this topic.) It’s
a fact that current product professionals got to our roles by different routes.
Yet each path has a similarity. I discovered many found ourselves thinking like
product people: extremely interested in the “new” thing, in breaking ground and
thinking like an entrepreneur. We are passionate about solving problems. We all
work hard and we’re just plain curious.
If that’s you, read on for next steps.
–
I find it awesome that you
will use product marketing and product management skills in order to get a job as
a product professional. Market yourself as a
product. Positioning is the key element. Uncover and communicate the
unique values your background brings to your new career.
You will be asked by potential hiring
managers why you want to change careers and you’ll need to think through
those answers to be convincing (there’s real truth to a good elevator speech)
and to write a product-oriented resume. If you blog, or have a web site, show
evidence that you are making a change. “Evidence” includes conversing/tweeting
with bloggers you follow, professional groups you’ve joined (local and global),
volunteer activities (ProductCamps, B2BCamps) and certifications you have or
are working on (Agile, NPDP, PMP). Demonstrate that you are executing a product
plan.
OK – now
that you’ve set the stage, what’s next?
The
best advice shared with me is to look internally.
Self-honesty is a must. Some of us are
extroverted, others not so much. Important to know which one describes “you.”
Your
action plan will depend on your strengths. Knowing what you do best and what
you love will help you plan what you want to do. Do you have programming or
development skills, can you work magic with a PowerPoint deck; are you able to
communicate ideas and persuade others, can you think strategically and operate
tactically? Each of these skills is more
or less useful in the many product roles today. Do what you love to do.
Next, look at the different roles
in product creation (management, marketing, launch, ideation, etc.) and many
different industries vis a vis your uniqueness. Do you work best in teams, in large companies
or start-ups? Review the industries you have experience in – define what you bring to the game of product
management. Understand and articulate the skills which make you a good
candidate for a product role. Hint: This
is a first pass, you’ll get to refine this many times.
Now that you’ve tallied up [again]
your unique benefits/offerings, let’s move on to tactics. How do you get your first position in product?
Understand the market/learn
to speak the language. Become focused and
engaged with the product community. Join LinkedIn product or marketing focused
groups. Become active in the conversations; ask to link-in with professionals
in your targeted role, ask questions. If you Tweet, follow thought leaders (and
converse with other like-minded product managers and marketers you admire (for
example: @cagan @sehlhorst @SmartSoftMarket @diego_lomanto @crankypm @PMDude
@aprildunford). Meet people. Have coffee, share insights, network.
Craft/communicate your
unique selling proposition. Find a trusted
guide and or mentor and work on positioning. Take marketing classes or watch
video. Write your product-focused resume and get it critiqued. Practice your
“pitch” – make sure you offer solutions to a hiring manager’s dilemmas.
Remember YOU are the PRODUCT which offers BENEFITS to the BUYER (aka hiring
mgr).
Demonstrate your skills. Volunteer for ProductCamp events. Join with product
managers in professional organizations. Get known, be seen and be available. Keep
working the plan and network towards your goal of launching Self as Product.
Pay-it-forward. Make time to chat with another “explorer” – give to get isn’t just a slogan, it’s a
passion.
–
Would like to hear about
your successes and ideas on how to promote Self as Product. Drop me a line!
BIO:
Product professional and explorer
product marketing best practices. It was the blend of seeing the innovation at Xerox Parc firsthand
while working with the PC that made me believe technology doesn’t have to be so hard to use. What’s
not to like about that? I welcome your feedback and support while I continue this journey.
