The Product Manager Archetypes
Are you seeking to hire a product manager? Or are you a product manager looking for a company that’s the right fit for you? It’s important to note that there are distinctions among this role. There are several different types of IT product managers, and each are best suited for specific types of technology companies.
The below classification of IT product managers is based either on their professional background or on their main skills, abilities and mindset.
The Visionary Product Manager
The Visionary Product Manager is the type of product manager who has a primary focus on developing and implementing a healthy product vision, rather than on daily tactical execution.
Where do they work?
Visionary Product Managers are often startup founders, such as Happy Fresh, Volta, YesBoss, the Muse, Magic Price, etc.
Pros:
- Has a deep understanding of their company, the market, customers, needs and problems to solve
- Has a broader view on the product evolution, to the extent of quarters or even years
- Is able to see how tactical decisions move toward a greater vision
- Knows how to attract investors
Cons:
- Can overlook the day-to-day activities which keep the teams working efficiently (sprint planning, retros, tickets)
- May not be as good at discussing technical solutions or product issues with their team
The Technical Product Manager
The Technical Product Manager has a strong technical background (usually is a former developer).
Where do they work?
Technical Product Managers are usually hired by tech companies like Google, AWS, Microsoft, Docker, etc.
Pros:
- Has a deep understanding of different technical solutions and of technical trade-offs
- Is able to understand the technical slang and efficiently communicate with the developers
- Knows the development world pretty well
Cons:
- May have lower levels of business knowledge
- May not put users’ needs first
- May not be able to truly understand the added value brought by the marketing department
- May have the tendency to try to influence and challenge the selection of technical solutions
The Data Science (Analytical) Product Manager
The Data Science (Analytical) Product Manager is an expert in analyzing the data. Likely a former data scientist or data engineer, this type of product manager is capable of making the best recommendations for business decisions.
Where do they work?
The Data Science Product Manager is hired by companies that build business intelligence, data analytics and data science solutions, such as Palantir, Looker, and ICX Media.
Pros:
- Knows the market performance of the product features
- Is well informed about user preferences
- When the needed data is available, they know how to analyze it in order to make the right decisions
Cons:
- Tend to forget that sometimes there is no data for every product decision
- May generally treat the customers’ interviews as quantitative surveys
- May lack an innovative mindset
The Marketing Product Manager
The Marketing Product Manager has a strong experience in the marketing field and therefore knows how the product is currently positioned in the market.
Where do they work?
Marketing Product Managers are typically hired by companies like Allbirds, Toast, Hubspot, and the like.
Pros:
- Knows the preferences of the end-customers and end-users
- Is an expert in creating go-to-market plans
- Is an expert in product promoting and selling techniques
Cons:
- May be the least technical product manager of all types
- Developers may have a hard time accepting him/her as a product manager
The High Achiever Product Manager
The High Achiever Product Manager is the type of product manager who has a strong focus on delivering at all costs (even if this sometimes means burning bridges or making enemies).
Where do they work?
This type of product manager is typically hired by companies with high growth, such as Facebook, Uber, Bird, and Lime.
Pros:
- Has a strong focus on OKRs (key business goals)
- Has a strong focus on delivery (has a “never miss delivery dates” attitude)
Cons:
- May lose sight of side opportunities
- May be too pushy sometimes and developers may find it uncomfortable to work with them
There are also other classifications of product managers, such as the Strategic Product Manager, who has a strong business-oriented background, or titles linked directly to certain verticals or tasks, such as a Growth Product Manager or Mobile Product Manager. A product manager in such a focused role will have a more specific set of skills and is an expert in a specific business domain.
So, if you’re looking to add a product manager to your team, the key here is to choose the type of product manager that best suits your project, industry and company. And if you’re looking for a position as a product manager, be sure to know your strengths and find the right fit for you.
Resources & further reading:
“The Different Types of Product Managers” article and video
The Product Book: How to Become a Great Product Manager by Carlos González de Villaumbrosia and Josh Anon
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