Product Management in the Time of Proxies

Halloween-inspired thoughts about the unseen threat to customer obsession

In a world increasingly dominated by numbers and titles, we find ourselves navigating through the intricate maze of proxies. These proxies, while sometimes misleading, in many cases have become the metrics by which we measure our achievements and our failures. It's a landscape where high compensation is seen as synonymous with job success, where sales numbers stand in for customer satisfaction, and where performance management is a veiled euphemism for letting employees go instead of coaching them.

In the area of product management, these proxies can be particularly confounding. High compensation, for instance, is often misconstrued as a reward for a successful job, when, in reality, it’s the inspiration that drives the job itself. The essence of great product management is the ability to inspire innovation and to create products that not only meet customers' needs but also delight and exceed their expectations. While compensation can be a well-deserved reward for such efforts, it should not be mistaken for the journey itself.

Similarly, the sales numbers that we often rely on are mere proxies for the true voice of the customer. The numbers can be easily misinterpreted and convey an illusion of customer satisfaction, even when the reality may be starkly different. To excel in product management, we must move beyond the figures and actively seek out and listen to the authentic voice of our customers. Their feedback, concerns, and desires should guide our decisions, shaping products that genuinely resonate with their needs and preferences.

Redundancy, a term usually synonymous with layoffs, can be another deceptive proxy. In a world where operational efficiency is paramount, I hope that companies will shift focus from reducing personnel to enhancing overall operational excellence and driving customer delight. By optimizing processes, streamlining operations, and fostering a culture of continuous improvement, we can strive for a leaner organization without sacrificing talented employees.

Status reports have often become proxies for delivering a product that delights customers. These reports can provide a false sense of progress if they are not aligned with the end goal – creating products that truly bring joy to customers. In product management, the primary goal should always be to understand and fulfill the customer's needs. If we remain fixated on the product itself and its impact, rather than on superficial indicators, we can ensure that we genuinely delight our customers.

The term "performance management" can be misleading, as it frequently acts as a euphemism for terminating employees rather than a process of nurturing and improving their performance. Instead of relying on this proxy, I hope that employers embrace a culture of coaching and mentorship. By investing in our team members, guiding their growth, and supporting them in their professional development, we can create stronger, more resilient teams and products.

I’ve seen excellent consultants and learned from them over the years. However, I saw multiple consultants who served as proxies in the world of business. They give advice and recommendations but often lack responsibility for the outcomes. In product management, we must take ownership of our decisions and their consequences. We can’t merely advise but also must act and be accountable for the results we deliver.

The titles we hold can sometimes be misleading proxies for professional success. In an era where the focus is on outcomes and impacts, titles are not set up to reflect the value we bring to our organizations. Instead, product managers strive to earn respect and recognition by consistently delivering results, fostering innovation, and driving positive change for our customers.

Yet, amid this sea of proxies, there is still hope. Great products ultimately speak for themselves. They create ripples in the market, drawing in millions of customers and leaving a lasting impact. Great leaders, those who inspire and drive their teams, receive the respect and admiration of their employees. Thought leaders, those who pave the way for new ideas and strategies, gather followers who care to listen, learn, and grow. In a world where recognition can be elusive and proxies stand up for values, contributions from kind and supportive leaders still do not go unnoticed. Over time, proxies blur and disappear and the actual values get real.

Why did I write about this Halloween-inspired post about "zombies"? Sorry, proxies! Because they scare me. They kill innovation, thought leadership, and customer obsession. Proxies are everywhere. They may be elusive and hard to see and yet they bring us down and kill inspiration. For us, as product management professionals, it is important to cut through the noise of proxies and focus on what truly matters: inspiring innovation, listening to our customers, nurturing our teams, and delivering impactful results. By doing so, we can rise above the deceptive proxy mist and create a future where our innovative customer-obsessed products stand as a testament to our dedication and passion for excellence.