Translating between executive and product speak

 

Working in a senior role as Product Manager is a continuous translation exercise between functional experts. “Show me the revenue” was a quote of one of our @HECParis professors during the last couple of days. And he made jokes about the reactions of the entrepreneurs being asked this unpleasant question.

The big question is: why does it make Product Managers feel uncomfortable? Is it because you run out of explanations? Is it because it is frustrating to leave one´s visionary level and having to go back to much more “trivial” discussions? Is it the mere incompetency of the Design Thinker?

Be it as it is: there is the need to bridge that gap. Companies need senior people who are willing to try hard to make the translation between (absolutely legitimate) business questions and (absolutely critical for survival) radical design thinking.

If this translation doesn’t happen on the right level, two things might happen. Either the Product Manager chases feature after feature without achieving break through and without taking the company to the next (revenue) level or the company dies in beauty because everyone there is living in a dream world.

The ideal situation would be someone in the middle between both worlds having the big picture and being able to translate. That is why we should see many more careers transitioning from product to general management and vice versa. I am asking myself why this is still so seldom. Has it to do with the reputation of product management? Or is it a simple misunderstanding what Product Managers are supposed to do?

By Jörg Malang

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