Breaking Into Product Management
I’m a Product Manager, and sometimes I forget that statement is an accomplishment in itself. As product management becomes more standard and consistent across organizations, there still does not seem to be an easy way into a PM role. “How do I go about breaking into product?” is the question I hear most often, especially as someone only 3 years into my product career.
I ended up in product in the unreliable, unanticipated way that many people have— I happened to be at an organization looking for a Product Manager with a champion in a leadership role who thought I would be good at it and gave me a shot. But of course, that’s not very helpful. Most people won’t find themselves in that position. So here are a few strategies I recommend.
Check out open Product Owner roles
Let’s get the most obvious one out of the way. The Product Owner role is the closest the product world has to an entry-level position. Even then, I know these jobs are hard to come by and harder to get without experience. And beyond that, Product Owner can feel like far from an entry level role. There is a lot of decision-making and accountability for POs. So if you strike out looking for PO roles, there are plenty of other places to start.
Look for product-adjacent opportunities
There are roles that can be kind of a hybrid of product management and other areas of expertise. If you have a marketing background, consider a role as a Product Marketing Manager to bridge the gap. Mixing go-to-market strategy with a deep understanding of the product can build the right skills to transition into product management.
Another role I’m fond of is the UX Researcher. Research is critical to building the right product to solve the right problems at the right time for your users. If you have a background in customer success and are adept at speaking with users, a research position may help you get onto a product team.
The emerging discipline of Product Operations may also be a good area to explore. More organizations are realizing the importance of product ops, and a background in operations, project management, or even support may lend itself to getting a foot in the door here.
Engineers interested in product can explore Technical Product Manager roles. Some products require a PM with a more technical background — a great fit for an engineer looking for a change.
On a related note, non-technical folks shouldn’t let their lack of coding skills hold them back from pursuing product. There’s a product-adjacent role for people of all different backgrounds.
Use your industry expertise
Someone once told me you can change industry, location, or job title, but it’s hard to change more than one at once. There are many tech companies looking for industry experts to help build their product. Especially if you’re making a more radical jump from something outside of tech entirely, lean on your industry expertise. Find a software company in the pharma, logistics, or finance space if that’s what you know.
You’re a baker now? Search on Google and check out no less than a dozen softwares for bakery management, production, and scaling. Never underestimate a subject matter expert with an interest in software development.
Network in the product community
This one may be obvious, but I’m convinced it’s the only reason I made it through my first year in product. I’ve found the product community to be an incredibly welcoming one. From Facebook communities to ProductTank meetups and writers right here on Medium, there are no shortage of PMs talking about being PMs.
I also mentioned this in my Lessons Learned post — when you find a product person willing to chat, come prepared with questions and ask them who you should speak with next. No need to meet in person, particularly in the COVID era, but I’ve found that local PMs understand my context and can make relevant connections more easily.
Find product management activities in your current role
Finally, if you can’t find an adjacent role, find ways to become a Product Manager where you are right now. Manage a backlog of work. Interview your stakeholders and synthesize their feedback, using it to improve your current processes. Go out of your way to identify problems, scope solutions, and implement them. Practice breaking down big ideas into small, accomplishable pieces of work. Create product “side hustles” that you can pitch in interviews.
If you don’t have the flexibility in your current role, practice on something outside of work, like volunteering or even personal hobbies and projects. This will show important PM qualities like initiative, creativity, and drive. It will also help the interviewer picture you as a Product Manager, even if that hasn’t been your job title yet.
Work on the traits that make a Product Manager great
Even more than the tactical skills of product management, I value the qualities that make someone well suited for the job. High emotional intelligence, excellent written and verbal communication skills, conflict management, and the ability to task-switch frequently are all important in a Product Manager. Be someone who can lead with influence, admit their mistakes, and keep their cool under pressure. Finally, be adaptable. If you are someone who treats every unexpected issue like a fire, product management will feel like living in a burning building.
I hope these strategies help you consider some different ways to start your journey in product. My favorite book for a beginner Product Manager is Inspired: How to Create Tech Products Customers Love by Marty Cagan.
I’ve also put together a Trello board with Product Manager Resources. The blue cards are labeled as good places to start. Landing that first product role is never easy, but it’s worth the effort.
