In a recent webinar, Tori Funkhouser, a Senior Product Manager at Twitter, shared her journey and insights on becoming a product manager. With a mix of personal anecdotes and practical advice, she outlined a 12-step guide for aspiring product managers, emphasizing the importance of creativity, problem-solving, and continuous learning.
Key Takeaways
- Understand the role of a product manager.
- Start creating and solving problems.
- Build expertise in your area of interest.
- Network and find a mentor.
- Practice storytelling to showcase your journey.
What Is A Product Manager?
A product manager is often referred to as the "CEO of the product." But what does that really mean? Essentially, product managers are responsible for building solutions to real-world problems and delighting customers. They define success, set parameters, and work within real-world constraints to bring products to life.
Tori’s Journey
Tori shared her own path to product management, which began with an English degree and a desire to be a writer. After facing challenges during the recession, she found herself in a technical writing role at a startup. It was there that she realized her passion for product management, leading her to pursue a PM role after being encouraged by colleagues.
Steps To Break Into Product Management
- Get Started Somewhere: Just dive in. Whether it’s starting a website or creating a product, taking action is key.
- Create Something From Scratch: Engage in creative projects, whether it’s organizing a community event or developing a new app.
- Find A Problem To Solve: Identify issues that matter to you and brainstorm potential solutions.
- Stay Informed: Read widely, consume content, and discuss ideas with others to build your perspective.
- Become An Expert: Focus on an area you’re passionate about and develop expertise in it.
Paths To Becoming A Product Manager
Tori outlined four common paths:
- Start at a Startup: Join a startup in a different role and transition to PM.
- Found Your Own Startup: Many PMs start as entrepreneurs.
- Transition From Engineering: Engineers often move into PM roles as they seek to improve products.
- Entry-Level Roles: Some enter directly from MBA programs, though this is less common.
Growing In Your Role
Once you land a PM position, Tori suggests exploring different types of PM roles:
- Growth PM: Focus on increasing metrics and improving user engagement.
- Platform PM: Work on the underlying systems that support other products.
- 0 to 1 PM: Build new products from the ground up.
Networking And Mentorship
Finding a community and a mentor is crucial. Tori emphasized the importance of networking, attending meetups, and seeking mentorship to guide your career progression.
Continuous Learning
To stay competitive, product managers should:
- Upskill: Identify and improve on your weak spots, whether technical, design, or business-related.
- Practice Interviewing: Regularly practice your interview skills to stand out in a competitive job market.
The Power Of Storytelling
Finally, Tori highlighted the importance of storytelling. Being able to articulate your journey, experiences, and unique perspective is essential in interviews and networking.
In summary, Tori’s insights provide a roadmap for anyone looking to break into product management. By taking initiative, building expertise, and continuously learning, aspiring product managers can carve out their own paths in this dynamic field.