“Imagination is more important than knowledge.” - Albert Einstein.

There is a new movement in product management that has me very concerned. The movement is to define exactly what the product management function is, what a product manager should do (and even more troubling what the PM should not do), and the very specific way that product management should be done. This narrowing of definition also narrows responsibility and thus defeats what I believe the purpose of product management should be – TO BE RESPONSIBLE FOR THE PRODUCT! In short, the movement is saying to forget using ‘imagination’ to come up with unique ways to solve problems and simply be ‘knowledgeable’ about a process to do your job.

Yes it is soap box time again, but I blog about this because I think it is really important. Product Management is about being responsible for the product, leading a team and executing towards a well thought out vision, and solving the challenges that arise along the way. In today’s world of product management, it seems that there is such a defined role and defined process that product managers simply become another cog in the wheel. Even worse (and I have seen this) product managers use the process as a political tool to say “We have done our part, the product is failing because some other group didn’t do their part”. This is ridiculous. Why setup another team to fail! Even more importantly, if this happens – I am sorry – Product Management has failed.

I would best describe the role as one of an artist that must use the tools, processes, and techniques they have at their disposal to orchestrate and build a product masterpiece. Over the top? Maybe, but when comparing it to modern descriptions of product management as a process with boundaries - I think it is a much better description.

So to close, if you really want a definition of what product management is – here it is: Product Management owns the responsibility for the product, solves problems along the way, and drives success. Yes there are tools and processes that can help along the way, but use your imagination and treat your role as an artist that uses these tools as your techniques to create a masterpiece. In short, the buck stops here and if you don’t want that responsibility then you aren’t a product manager.