Working With Executives

As a product manager, I believe in the transformative power of synergy between product vision and executive direction. This is where I find my true rhythm. Executives act as navigators, their wisdom and foresight guiding us towards the north star of company goals. We, the product managers, are the captains, translating these guiding lights into actionable courses and piloting sturdy product "ships" through the ever-changing market currents.

Executing a bold vision requires a harmonious partnership with your leadership team. To forge this partnership, it's crucial to decode their priorities. What metrics drive them? What keeps them up at night? By aligning your work with their strategic goals, you'll not only secure vital resources, but also become a champion for their vision, translating executive ambition into user-centric deliverables.

First things first... you need to understand what executives care about and the best ways to work with them.

Here is some General Advice:

• Alignment is key: Make sure everyone's on the same page about the product vision, strategy, and priorities. Regularly communicate your progress and any roadblocks you encounter.
• Speak their language: Executives care about business goals, top-line metrics, and competitive threats. Frame your product decisions and initiatives in that context. Use data and evidence to back up your claims.
• Become a trusted advisor: Develop a reputation for being reliable, data-driven, and customer-centric. Earn their trust by consistently delivering results and exceeding expectations.
• Be proactive and anticipate their needs: Don't wait for them to come to you with problems. Proactively identify potential issues and present solutions.
• Be concise and clear in your communication: Executives are busy people. Get to the point quickly and avoid technical jargon. Use visuals and data to make your presentations more engaging.
• Build relationships: Take the time to get to know the executives you work with. Understand their individual priorities and communication styles.
• Understand the Executive Perspective: Executives care about business goals, top-line metrics, and competitive threats. Frame your product decisions and initiatives in that context.
• Become a Trusted Advisor: Develop a reputation for being reliable, data-driven, and customer-centric. Earn the trust of executives by consistently delivering results.
• Develop Strong Communication Skills: Learn to tailor your communication style to different audiences. Present information clearly, concisely, and persuasively.
• Build Relationships: Invest time in building relationships with key stakeholders across the organization. This will enhance collaboration and make your job easier.
• Embrace Change: Be adaptable and willing to adjust your plans as needed. Stay informed about market trends and be prepared to pivot when necessary.

Understanding Executives:

• They're not a monolith: Executives come from diverse backgrounds and have different priorities. Don't make assumptions about what they know or care about. Take the time to understand each individual.
• They're under pressure: Executives are responsible for the success of the entire company. They're constantly juggling competing priorities and making tough decisions. Be empathetic to their challenges.
• They value their time: Executives are busy people. Be mindful of their time and don't waste it with long meetings or irrelevant information.
• They appreciate honesty and transparency: Be upfront about your progress and challenges. Don't try to hide problems or sugarcoat the truth.
• They're looking for solutions, not problems: Don't just come to them with problems. Come with solutions or recommendations.

Listen to their feedback and don't dismiss it
While it's tempting to get absorbed in your own product vision and suspect executives are disconnected, remember their role. They navigate high-level strategic landscapes and are at the forefront of company strategy, granting them a broader perspective on the business, market forces and industry trends. This vantage point is invaluable.

What might seem "out of left field" in daily product management is often just a piece of the larger puzzle you haven't yet considered. So, instead of dismissing their input, view discussions with executives as opportunities to zoom out and grasp the full spectrum. If something doesn't align, don't jump to disagreement. Ask yourself, "What am I missing?" and engage in open dialogue to understand their reasoning and potentially refine your analysis. Remember, effective collaboration thrives on bridging perspectives, not building walls.

Pause and Reflect before Moving Forward
Early in my career, I fell into the trap of over-eagerness. When an executive championed a new feature, my desire to impress overshadowed critical thinking. I'd jump into execution without pausing for validation, convinced I was simply carrying out the vision. Looking back, that was a costly mistake.

Here's the truth: every idea, regardless of origin, deserves rigorous testing. Just as we do with our own team's proposals, validating executive suggestions is crucial. Why? Because a true leader doesn't want blind obedience; they crave reliable voices to navigate potential pitfalls. It's our responsibility, as the ship's captain, to chart a safe course, and that means ensuring every coordinate is accurate.

By taking the time to validate even executive ideas, we prove ourselves invaluable assets. We identify potential icebergs before impact, preventing disasters and demonstrating our capacity to steer, not sink, the ship. Ultimately, such proactive vetting earns the respect and trust of executives who come to appreciate our commitment to sound decisions.

Respect their time by being prepared
Executing a perfect pitch to an executive boils down to one core principle: respect their time. When they carve out precious minutes for you, ensure it's a high-value exchange. Before diving in, tap your network - a manager or mentor can offer insights into executive expectations and guide your narrative. Craft a concise story, anticipate questions, and ruthlessly proofread your materials. Remember, sloppiness is a silent foe.

Finally, set the stage by sharing data, visuals, and a clear agenda in advance. This transforms your meeting from a one-sided pitch to a collaborative discussion, where you showcase your expertise, gain invaluable feedback, and leave a lasting, professional impression. Nail your preparation, and you'll turn brief encounters with executives into launchpads for success.

Pay attention to casual comments
Executives' casual comments often hold hidden gems. When they share their thoughts, even seemingly off-topic in a broader meeting, it's usually for a reason. Remember, their time is precious, so their insights deserve close attention.

Think of it like eavesdropping on the future. Those seemingly random questions about DAUs or customer engagement might foreshadow strategic shifts ahead. By actively listening and engaging with these cues, you demonstrate proactiveness and initiative, qualities highly valued by executives.

Here's how to make the most of these moments:

• Tune in closely, even during seemingly unrelated discussions. You never know when a gem will drop.
• Ask clarifying questions to understand the deeper meaning behind their comments. Show genuine interest and a desire to grasp their perspective.
• Connect their insights to your own work. Find ways to incorporate their ideas into your existing projects or propose new initiatives that address their concerns.

By being a proactive listener and strategic thinker, you can turn casual executive comments into valuable opportunities for growth and collaboration. Remember, proactive engagement often leads to the best opportunities.

Avoid discarding their suggestions; instead, enhance them
Navigating disagreements effectively can be tricky, especially when it involves executives. But remember, it's not about proving who's "right" or "wrong." It's about uncovering the best path forward for the product and the company. Executives bring a valuable strategic perspective, while product managers, closer to the day-to-day, may have insights into hidden nuances. By approaching discussions with respect for each other's expertise and a genuine desire for collaborative problem-solving, you can unlock powerful opportunities for growth.

So here is what to do, don't make it a situation where it's 'their objective' vs 'your objective.' Instead, present your recommendation as an enhancement or an extension of theirs.

Here are some strategies for framing your idea as a development or expansion of your idea:

1. Acknowledge and Praise: Start by acknowledging the other person's idea and highlighting its strengths. For example, "Your concept has a solid foundation and I really appreciate the creativity behind it."
2. Build Upon Their Idea: Demonstrate how your idea adds to or enhances theirs. "Building on the great framework you've laid out, I was thinking we could also incorporate..."
3. Use Inclusive Language: Use words like "we" and "us" to create a sense of collaboration. "Together, we could combine our ideas to..."
4. Present as an Evolution: Frame your idea as a natural evolution of their concept. "Your idea sparked some thoughts on how we might evolve it further to include..."
5. Offer as a Complementary Aspect: Suggest that your idea works in tandem with theirs. "To complement what you proposed, I suggest we also consider..."
6. Seek Their Input: Make them a part of your idea. "I love where you're going with your concept. How do you feel about adding this element to it?"
7. Highlight Mutual Benefits: Focus on how combining the ideas can lead to greater success. "If we merge our ideas, I believe we can achieve..."
8. Use Visual Aids: Sometimes, showing how ideas interconnect through diagrams or flowcharts can be more effective.
9. Propose as an Experiment: If there's resistance, propose trying your idea as a test or experiment. "Perhaps we could trial this addition to see how it enhances your original concept."
10. Ask for Feedback: Rather than outright stating your idea, ask for feedback on it as a potential addition. "I had an idea that might work well with yours. Can I get your thoughts on it?"

Remember, the key is to ensure that the person feels valued and sees your idea as a collaborative effort, rather than a competition.

Adapting to change
Adapting to change is a pivotal skill in managing relationships with executives, particularly for product managers in a dynamic business environment. Change can stem from various factors like market trends, technological shifts, or internal restructuring. A product manager's ability to stay informed and anticipate how these changes might affect the company’s strategy is crucial. It involves understanding the evolving priorities of executives and realigning product goals accordingly. This proactive approach not only demonstrates a deep understanding of the business, but also positions the product manager as a valuable resource in guiding through these changes.

Effective communication is key in this adaptation process. Open dialogues with executives, seeking clarity on new directions, and active listening are essential to align product strategies with revised executive visions. This approach builds trust, showing that the product manager is not just reacting to change, but actively contributing to the new direction. Flexibility in thinking is also crucial; adapting might mean revising product roadmaps or reallocating resources. A product manager’s ability to think creatively and propose innovative solutions underpins successful adaptation and maintains alignment with the executive’s modified strategies.

Lastly, a positive attitude towards change is imperative. Viewing change as an opportunity for growth rather than a disruption can inspire confidence and resilience within the team. For product managers, demonstrating adaptability and a positive approach in the face of change not only cements their role as reliable leaders, but also as strategic thinkers valued by the executive team. Staying informed, communicating effectively, being flexible, and maintaining a positive outlook are key to nurturing successful executive relationships amidst change.

Final Words 📖

An effective product manager acts as the crucial link between the visions of executive leadership and the practical aspects of product development. This requires a deep understanding of the company's strategic objectives and an ability to translate these high-level goals into tangible product features and roadmaps. Communication is key: product managers must be adept at speaking the language of the executives, which often focuses on business outcomes, ROI, and market positioning, while simultaneously grounding these discussions in the realities of product development, such as technical feasibility and user experience.

Being a reliable advisor means more than just agreeing with executive directives; it involves critically evaluating these ideas, offering constructive feedback, and sometimes challenging assumptions to ensure the best outcomes for the product and the company. It's about being proactive in identifying potential challenges and opportunities, and presenting well-thought-out solutions and alternatives.

In essence, the role of a product manager is to adeptly balance the often competing demands of executive expectations and the practicalities of product development. It's a role that demands both strategic thinking and tactical excellence, with a clear eye on both the company's broader goals and the day-to-day realities of building and evolving a product. Through this, a product manager ensures that their initiatives not only align with executive goals but also drive the company forward in a competitive and ever-changing market.

Next Steps 🚀

1. How can product managers build strategic relationships with senior leaders?
2. How to Build Strong Relationships with Executives at Work
3. How Great Leaders Build Strong Relationships
4. 3 Keys to Building a Strong Relationship With Executives