SaaS companies live or die by the quality of their product managers. Great ones really power the future of their companies. Not-so-great ones waste precious time and investment resources.
It’s very hard to tell from a resume, however, who is going to be a great PM. Great product managers can work for not-so-great companies and vice versa. And what people with this job title actually do varies wildly from company to company.
I have been involved in hiring product managers for the past 10+ years. I have hired some great ones and I have made some mistakes. Over the years, I have learned that there five key things that really make a difference:
1. Ability to think like someone else
Product managers are trained to identify user types or personas. These include information about users’ day-to-day experience, mindset and needs. It’s important to be able to do this, but to be a really great PM, you have to be able to take the next step and actually think like customers, and internal stakeholders as well.
I want to see that they can actually put themselves in the position of a user, of a salesperson, a support agent, or other product stakeholder in their company. That they can get into their heads, almost as if they were actors in a play.
The best product managers have a tremendous amount of empathy for other people. They can forget about what they think they know about how to use, sell, or support their product and put themselves in the mind of someone who lacks all of that context and has a very different set of day-to-day concerns than they do.
During an interview, I test for this by asking the candidate about how users and other stakeholders thought about the products and product development ideas that they worked on. I ask them what surprised them and what they learned from it. It’s not hard to tell who has this ability because those who do exercise it regularly and those who don’t find it hard to come up with examples.
2. Determination
The most effective product managers are creative and innovative thinkers with positive mindsets. They do not give up. They see the positive outcome as expected and they are surprised by failure. And they see every partial failure as success in need of small refinements - even when there are gaping holes to fill.
A lot of today’s most popular products should have died a dozen deaths, but somehow they made it. They made it because their PMs would not give up.
Often in an interview, I will give the candidate an example problem of a now-famous payments product that had so many obstacles to overcome in its original conception that people laughed at the idea.
I ask the candidate to imagine what it might have been like in the early days of that product, and what problems may have arisen and how they would have tackled them. Their answers show me both their analytical ability and their ability to suspend disbelief and persevere.
3. Cultivator of great ideas
In most of my product manager interviews, I ask the candidate to tell me some of the top ideas in which they’ve been involved.
What I’m looking for here isn’t a detailed explanation of what the person has come up with themselves. Instead, I want to hear about the ideas and products that they helped develop. The best product managers have an uncanny ability to be part of conversations that lead to great ideas. To use a sports analogy, I am less interested in how many points they score individually. Instead, I’m more interested in how much their team scores when they are in the game.
To test for this, I ask them to describe the process for developing the top ideas that they mention. I probe to learn about how others were involved and how they helped make sure diverse perspectives and expertise were brought in. If all I hear is “I” and simple logic (talking about done ideas), I know I do not have a great PM in front of me. Similarly, if all I hear is “we” and I don’t pick up any original contribution from the person I am talking to, I know I am not dealing with a potential game changer.
4. Organizing force
Great product managers are organizing forces. Note that this is not the same as "being organized." It means that they help define problems in a way that they can be solved with simple solutions and they help develop designs, requirements, and plans so that the teams they are part of can be organized. How product development work is organized and how team members understand the structure of the work is critical. Great PMs can make a night and day difference to the performance of their teams just due to the fact that they help them structure their work better.
To test this in an interview, I ask candidates how they would handle a complex product development challenge from my past experience. I ask them to come up with options for how to structure and sequence work, what information they would need to choose among them, and how different stakeholders would understand the approaches.
5. Inspiring
One of the biggest challenges faced by product managers is how to inspire people who aren’t their direct reports to do things in support of product development efforts. Product managers work across organizations, from engineering to marketing, support, finance, and beyond. It is imperative that they are able to connect and motivate people cross-functionally.
In an interview, I will ask them to share past challenges they had with people who had different priorities, and how they were able to motivate the team to get things done. I look for the signs of earned authority - the ability to build followership and commitment to shared goals.
Finding all of these qualities in one person is rare, but I have found that if I probe into each of them I can get a nice well-rounded picture of where a product manager is in their development. And those who are strong in each of them are a joy to work with and great assets to their teams.