Evolution of Product Management Roles


What is Product Management, anyway?

Pragmatic Marketing defines PM as a strategic market-facing role.  They state that a PM’s role is to find “an urgent, pervasive problem that people are willing to pay to solve.”  In this model, the PM works with other teams to design a solution for the problem, and while it’s being built, remaining out in the market finding additional market problems.

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Growth Hacking is Just Advanced Product Management

Growth Hackers Conference

“Growth Hacking” is just advanced Product Management

The phrase “growth hacking” is getting a lot of press in the startup community, including this recent post “What is Growth Hacking really?” by Josh Elman.  The more I study the meaning of the term, the more convinced I am that growth hacking is a new role for what product management should already be doing.  Product management has become a misunderstood role in many startups, where it is often miscast as a cross between a manager of the software development team and a traditional requirements analyst.  If product management were achieving its own objectives, the “growth hacking” would already be happening.

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