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.
“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.