Managing Product Management: Empowering Your Organization to Produce Competitive Products and Brands Produce Competitive Products and Brands

289 Pages·2011·1.019 MB·English

by  Steven Haines

Praise for
Managing Product ManageMent
“Managing Product Management is a must-read for all business leaders driving
their organizations to develop winning products and solutions. The book’s
insight and thought-provoking scenarios help crystallize actions needed to
achieve growth and marketplace success!”
—Jerry Rose, Vice President, Product Management,
United Technologies Corporation, Fire & Security
“Steven Haines’s diverse industry experience is clearly evident in this well-
written guide to creating a high-performance Product Management func-
tion. His thesis is that product managers should operate as CEOs of their
product lines, being the essential bridge between all the functions of the
company to drive product line strategy and execution. Helpful suggestions
on how to implement such an operating model are provided throughout
the text. This book is a must-read for senior leaders of all functions in the
company, as we all have a role to play in supporting Product Management.”
—George Coulston, Vice President,
Global R&D, Kennametal, Inc.
“Managing Product Management is an indispensable guide and must-read for
any executive looking to develop a world-class Product Management orga-
nization. Steven outlines a 360-degree view of the practice and offers practi-
cal, accessible guidance to implement positive change, while ensuring it is
embraced by the rest of the firm.”
—David Desharnais, Group Director,
Product Management, Cadence Design Systems
“Excellent Product Management is critical to the success of any business.
This book provides an indispensable guide to realizing the true value of
Product Management in any business. The information and tools contained
inside will prove invaluable to both leaders of Product Management teams
and their peers in positioning Product Management in their organizations.”
—Nick Hallwood, Vice President,
Product Management, SHL Group, Ltd.
“This easy-to-read, practical book is a natural extension of Steven Haines’s
passion for enabling businesses to make sustainable improvements to their
products, services, and organizations. It is an essential resource for any leader
wishing to develop, cultivate, and sustain a world-class Product Management
organization.”
—C. Melissa Connolly, Director,
Six Sigma Programs, Baker Hughes
“There is perhaps no more important job in the modern enterprise than
Product Management and none harder to get right—for the product manager,
for her colleagues around the corporation, and for her leadership. Mr. Haines
offers up wise, practical, and indispensable advice on how to do just that.”
—Richard Bravman, Chairman, Intelleflex Corporation,
and former CEO, Symbol Technologies, Inc.
“A must-read for anyone that needs to hire, lead, and inspire exceptional
product managers.”
—Jeremey Donovan, Group Vice President, Marketing, Gartner Inc.
“When we introduced the Product Management role in our organization,
Steven’s first book, The Product Manager’s Desk Reference, became essential
reading. Steven’s latest book, Managing Product Management, is the icing on
the cake in helping us design, integrate, and evaluate the Product Manage-
ment function. The two books have been a winning combination for us
toward building profitable portfolios and a successful business design.”
—Paul Eichenberg, Vice President, Corporate Development
and Strategic Planning, Magna Powertrain, Inc.
“Steven has done it again! As I had when I read The Product Manager’s Desk
Reference, I found myself repeatedly reaching for a pen while I read Managing
Product Management. The margins are now covered by my notes! Steven’s
insight into the role of Product Management, along with the examples he
provides, makes it ‘real.’ Truly a must-read for anyone striving to transform
a Product Management organization.”
—Laurie Haseley, Vice President,
Credit Union Market Strategy, CUNA Mutual Group
Managing
Product
ManageMent
EmpowEring Your organization to
producE compEtitivE products and Brands
steven Haines
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Copyright © 2012 by Steven Haines. All rights reserved. Except as permitted under the United States
Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or
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publisher.
ISBN: 978-0-07-177005-7
MHID: 0-07-177005-4
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I dedicate this book to three important people in my life who serve as my inspiration:
To my wife, Debra. There is no other human being on the planet who
demonstrates more of a zest for life and an uncanny knack to connect with
people; she inspires me to believe in possibilities by always asking the simple
question, “Why not?”
To my daughter, Alex. Although Alex is not a product manager or a corpo-
rate leader, she inspires me because she is passionate, creative, determined,
and undeterred by adversity.
To my mom. When I was 17, she sat with me and inspired me to be a better
writer, especially when I had to dissect A Portrait of the Artist as a Young Man;
and she’s still a brilliant editor, beyond what she may even acknowledge
herself.
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contents
Prologue ix
Introduction: Why Product Management 1
Matters to Your Company
Module i 15
conteXt
chaPter 1 17
reinventing the Wheel—for the last tiMe
chaPter 2 36
designing an organizational strategy
for Product ManageMent
Case Study I 61
Spotlight on Product Management Excellence:
Thomas & Betts, by Bob Caporale
Module ii 67
clarify
chaPter 3 69
everyone is in the Product ManageMent sandboX
v
vi contEnts
chaPter 4 83
solving the Puzzle of the Product ManageMent
organization
Case Study II 111
Spotlight on Product Management Excellence:
TD Canada Trust, by Thomas Dyck
Module iii 117
cultivate
chaPter 5 119
clarifying the role of the Product Manager
to iMProve staffing strategies
chaPter 6 147
cultivating and shaPing Product Managers
Case Study III 175
Spotlight on Product Management Excellence:
FedEx Services, by David K. Payton
Module iv 181
continuity
chaPter 7 185
building a KnoWledge-based coMMunity of Practice
for Product ManageMent
contEnts vii
chaPter 8 199
designing and sPonsoring cross-functional
Product teaMs
chaPter 9 217
eMbedding a governing Model for sustaining
Product ManageMent
Case Study IV 251
Spotlight on Product Management Excellence:
JetBlue Airways, by Rachel McCarthy
Epilogue 255
Bibliography 257
Index 259