How should product managers position themselves at different stages?

Cover the basics of product managers.

Product manager, also known as brand manager. It is the goalkeeper of the enterprise, the brand builder, and the backbone of marketing. It is not only a complete marketing operation system, but also a broad and profound marketing operation.

From the idea to the launch of the product, all the relevant R&D, research, production, budgeting, advertising, activities, etc., are controlled by the product manager. According to the company's product strategy, the product manager is the enterprise manager who has the fundamental responsibility for a certain (line) product (media, service, brand).

Role positioning: In product management, the product manager is the leader, the coordinator, and the encourager, but he is not the boss. As a product manager, although he has a lot of power in product development and can intervene in all stages of the product life cycle, administratively speaking, he does not have his own subordinates like the average manager, but he has to use a lot of resources to do things, so how to do this role well requires considerable skill.

If you think of software product development as a rowing sport, the product manager is at the front of the drum and shouting, he not only wants everyone to exert their strength, but also to coordinate all the participants, to put their efforts together, he also has to make sure that everyone is in the same direction, they all know to go in that direction, and there can be no situation where someone is not using the right force.

It depends on the specific company's administrative plan.

The product manager itself is a position of information acquisition, analysis, communication, and monitoring, when the marketing department feeds back the various scattered user needs in the market to the product manager, the product manager must analyze these needs from the truth to the falsehood, and then submit the analysis results and suggestions to the product committee, and the committee will definitely not launch the product, if it is launched, the product manager needs to conduct further discussions with the marketing personnel, improve the requirements, design the product function, and technology, The production department communicates, determines the difficulty of development, production cost, and after passing, it enters the product development and production stage, in this stage, the product manager should monitor the product development process to see whether the deviation of the established goal occurs in this process, if there is, it should be corrected in time, and communicate with the marketing personnel to see whether the market demand has changed and put forward various suggestions, to the later stage of product development, it is necessary to make full preparations for the product listing, including sales plans, market documents, personnel training, Product pricing, etc., after the product is developed and packaged in various commercial ways, the product manager needs to release the product, complete the product launch, and then track the product after the product is launched, and obtain information for product improvement. In fact, to put it simply, the above process is the process of "obtaining information - > analyzing information - > conveying information - > monitoring information" This process is constantly repeated, why do you say that, for example, in development, there is a technical problem, when the developer tells the product manager this information, the product manager has to analyze this information, and decide whether to tackle technical problems or cut off the problematic function, of course, whether it is to tackle the problem or cut the function, it is not the product manager can decideBecause the former involves cost and the latter relates to the value of the product, once these major issues are encountered, the product committee needs to evaluate them, and then the product manager communicates the final decision to the appropriate personnel to solve it, and monitors the resolution process to see if the correction has been made according to the decision.