Based on the best-selling book The Phenomenal Product Manager, this is the only course in the world that teaches you how to dramatically increase your effectiveness and productivity as a product manager.
Have you ever wondered what makes one product manager good, yet another one truly phenomenal? In many organizations there seem to be one or two product managers that stand out FAR above the crowd. What is it that they do that is different than their peers? And as a product manager (or a manager with a team of product managers) how can you learn this, rise above the crowd and significantly increase the influence you have over your product’s success?
How to be a Phenomenal Product Manager is an intensive one-day hands-on seminar that teaches this – how to be dramatically more effective and productive as a product manager. Based on the best-selling book (top 150 in Amazon business category) by Brian Lawley, CEO & Founder of the 280 Group, this course incorporates the techniques and strategies observed over his twenty-five year product management career and is based on the ten best product managers he worked with.
There are many courses that teach the fundamentals of the product management profession –gathering and prioritizing the voice of the customer and market requirements, building product roadmaps, becoming an expert on the market, customers and competition, overseeing every aspect of the product to ensure it’s success, etc. But these skills often aren’t nearly enough to be a great product manager. You must also be able to prioritize effectively against dozens of daily demands for your time, influence everyone from sales people to engineers to customers (without formal authority) and be the de facto leader for making your product delight your customers and succeed in the marketplace.
The course consists of seven modules, each with lecture, extensive discussion and hands-on exercises. Additionally, throughout the day students will be creating an action plan for how to apply what they have learned when they leave the course. The result is that they have the skills and plan in place to immediately be more effective in their day-to-day product management work.
Topics that are covered include:
- The Role (and non-role) of Product Management
- Product Management Productivity
- Negotiation and Mediation for Product Managers
- Working More Effectively with your Engineering Team
- Getting Sales People on your Side
- Accelerating your Product Management career
- Becoming a Phenomenal Product Manager
What You Get From the Course
- Intensive lecture with real-world examples from experienced instructors
- How to avoid common mistakes and leverage solutions and approaches that have already been developed and proven to succeed
- Hands-on exercises and in-class development of personal plans
- How to apply your new skills and with a specific plan of action for improving in critical areas
- Highly-interactive, small classes with extensive feedback from the instructor and other students
- Gain an increased level of confidence about how to do your job along with concrete and specific strategic and tactical action items to apply
Module One: The role of product management
The role of Product Management varies widely from one company to another, and is often misunderstood by the teams that a product manager interacts with and the executives at their company. The resulting lack of clarity means that product managers often do things that are outside of the scope of their job role, resulting in lost time and effort on things like strategy and tactics to make their products successful. This module presents the roles of a typical product manager and includes exercises to help the product manager capture what they are doing today and determine what needs to change. It also discusses how to communicate this internally at their company. And as a result of the exercises the student will have a clear plan for clarifying and communicating their role when they leave the class.
In this module students will create a plan for clarifying their roles and responsibilities and will learn:
- Common responsibilities of product managers based on worldwide best practices across a range of companies
- Tasks and responsibilities that are not appropriate for product management
- How to clarify and communicate their role to appropriate counterparts
Module Two: Product management productivity- how to get twice as much done in half the time
As a product manager, you will always have far more work than you can possibly accomplish. Between thinking strategically and driving things related to your products from a high level, to executing the day-to-day tactical work required for product success, you will have a full list of to-do items and plenty of requests that go unfulfilled. This presentation will show you strategies and tactics for being more productive, with the goal of increasing your output and freeing up your time for high-level tasks, while at the same time reducing your overall stress level.
In this module students will create a plan for significantly boosting their productivity and will learn:
- Strategies for capturing all messages, requests and ideas and becoming more organized
- How to prioritize their master daily task list to ensure they are working on what is important while at the same time reducing their overall stress level
- Techniques for increasing the amount of free time they have every day so that they can focus on the critical strategic issues for their products
Module Three: Mediation and negotiation for product managers
The world’s greatest product managers mediate and negotiate constantly with and between multiple stakeholder groups. Whether it is two groups who disagree and need to find some common ground through mediation, or one group that the product manager needs to negotiate with and influence to get them to do what is best for the product’s success, this module teaches the foundational skills to succeed with a variety of stakeholders.
In this module students will learn:
- What causes conflict and how to read people in order to resolve the conflict
- How to mediate between multiple stakeholders with differing agendas to come up with solutions that best meet each party’s needs
- How to negotiate with your engineering team and others in order to achieve optimum results for your product.
Module Four: How to work more effectively with your engineering team
Working effectively with your engineers is one of the key factors in product management success. To build great products you have to understand how to influence, motivate and collaborate with them or all of your other efforts may be wasted.
In this module students will create a plan for working more effectively with their engineers and will learn:
- How to establish yourself as the market and customer expert
- Ways to increase credibility with your team
- How to read and interact with different personality types
- Ways to subtly influence your engineers to get them to help you achieve your objectives.
Module Five: How to work more effectively with your sales team
Salespeople can be a Product Manager’s best friend or their worst nightmare. If they are on your side, believe in your product and are given the tools and information to succeed they can be the difference between a winning product and a failing product. However, if you don’t provide them with what they need or nurture the relationships they can inundate you with questions, make unreasonable demands or even ignore your product or refuse to sell it.
In this module students will create a plan for leveraging their sales people and will learn:
- How to get their sales people on their side and get them excited and properly armed to sell their product
- Ways to create leverage so that sales people don’t constantly ask for favors and assistance closing sales
- What motivates a sales team and how to tap into it to ensure your product succeeds
Module Six: Accelerating your product management career- how to manage and advance your career path
Product Management and Product Marketing can be an excellent career path that opens many doors and opportunities. Yet if you aren’t careful and don’t manage your career path and development you may end up stagnating or finding yourself in a job or position that you weren’t planning on. And if you don’t have a plan for advancement your ability and desire to be a phenomenal product manager will suffer.
In this module students will create a plan for advancing their career and will learn:
- Ways to determine what their career goals are
- How to find a mentor
- Strategies for working more effectively with their bosses
Module Seven: Becoming a phenomenal product manager
Product Managers that stand out above the crowd and are much more effective have a common set of traits and characteristics in terms of how they do their job and what they focus on. This module covers the twelve traits that every product manager needs to focus on and develop in order to achieve excellence.
In this module students will create a plan for what areas they need to develop and will learn:
- What the twelve common traits are
- How to change the perception of themselves in their organization
- Ways to begin acting like a leader and an even better product manager
- $695 per person
- All attendees receive:
- Printed copies of all materials
- All 280 books provided electronically
- The Phenomenal Product Manager
- Expert Product Management
- Agile Excellence for Product Managers
- 42 Rules of Product Management
- Certificate of course completion
Note: Fees may be tax deductible – check with your tax professional. All expenses of continuing education taken to maintain and improve professional skills are tax deductible according to U.S. Treasury Regulation 1.162-5.
Locations & Dates
This course can be delivered onsite at your company or you can attend at one of the public training locations below.
San Jose, CA
- April 3rd, 2014
- May 15th, 2014
1999 South Bascom Ave., Ste. 280 (2nd Floor Conference Room)
Campbell, CA 95008
New York, NY
- May 1st, 2014
- June 5th. 2014
1140 Avenue of the Americas, 9-10 Floors
New York, NY 10036
- April 17th, 2014
- June 12th, 2014
St. Edwards University
9420 Research Blvd
Echelon III, Suite 200
Austin, Texas 78759
- April 24th, 2014
- July 10th, 2014
Our policies are solely to compensate for the business costs associated with last minute changes. We offer the benefit of small training classes so attendees receive the maximum attention from instructors. Please carefully review our cancellation/transfer policy.
- Cancellations must be received in writing.
- Cancellations received more than 10 business days before the first day of training will be charged 50% of the training cost.
- Cancellations received less than 10 business days before the first day of training will be charged 100% of the training cost.
- Transfers will be allowed. The 280 Group must receive the notice in writing from the initial class registrant with the name of individual who is receiving the transfer.
- The 280 Group reserves the right to cancel the training with 10 business days notice. In this case all fees paid will be fully refunded. The 280 Group will not be responsible for any other expenses incurred by attendees, such as non-cancelable airline or hotel fees, etc.