The single most important skill a digital product manager needs to have

In the development of digital products and platforms, the role of the product manager is often compared to being the “mini CEO” of a product. Understandably, it is easily one of the more challenging roles in the realm of software development. 

“For one simple reason – product managers are often tasked with that responsibility to deliver and own the product, yet not explicitly given the resources nor the authority to do so,” says Lennard Low, Senior Manager, Strategic Programmes & Products, Oracle Labs.

Speaking at the NUS-ISS Learning Festival 2022 earlier in Q3 this year, Lennard shared about the daily responsibilities of a product manager in the digital space, common challenges, as well as some lessons he learned along the way.  

He explains that as a product manager, being able to wear multiple hats at once, while still having one head, is a de facto requirement. This is because the role spans quite a few disciplines, ranging from business to technical aspects, and everything in between. “On the business side of things, you are your market reader, visionary, half-baked lawyer, and ‘this/that person’ who has to come up with pricing models and projections for your product,” he says. 

“On the technical side, you're also expected to hold your own in a conversation with your development team. For two reasons – so that they know what you're talking about, and so that you know that they're not telling you stuff to patronise you,” Lennard adds.   

The Chief Communicator of a digital product  

Given that it covers such a wide range of responsibilities, a product manager’s job role is understandably highly fragmented. “Essentially, for product managers to deliver on their work, they need to rely heavily on other product stakeholders, such as the folks in engineering, Quality Assurance, documentation, and release management.” 

Sharing from his personal experience, Lennard adds, “Your ability to deliver your product depends on how you're able to influence your product stakeholders to work together with you.” 

It is important that product managers don't assume that all the other product stakeholders are on board with their vision, Lennard warns. “It's probably helpful to assume that they are not, because at the end of the day, the only person that has a vested interest in the success of the product is yourself.”  

The single most critical skill that a product manager needs to have, according to Lennard, is communication. “At its core, the product manager is the chief communicator for a product,” he says. “Throughout the entire process, from ideation to delivery, the product manager is constantly communicating.” 

In fact, communication is at the heart of everything that a product manager does or does not do. After all, whatever happens or does not happen in a product is the result of what the product manager is communicating with the other product stakeholders. 

Lennard explains that at the same time, communication is unfortunately the hardest thing that a product manager has to do. “Why is that so? Simply because the people that you work with will come from such a diverse background that you need to constantly adapt your communications skills and tools in order to successfully get your message across,” he says. 

Nimble is the name of the game 

In a role like product management, where soft skills matter much more than the hard skills, the learning journey never ends. Lennard shares some advice for aspiring tech product managers.    

“It’s a cliché, but it’s important you remember that as with all things in life, things will change – and you need to have the flexibility to be able to adapt,” he emphasises. There will be times when customers will request that roadmap items be adjusted, or a certain feature of your digital solution be tweaked so that it can help their businesses. “When that happens, the first thing I do is thank my lucky stars – because what that means is that the customers are using your product, and they care enough to tell you what works better for them.” 

Lennard stresses that the main goal of a digital product manager is to be able to help deliver incremental value to customers through a solution that the customers use and want to continue using. “To do that, you need to assemble a team of partner-in-crimes who believe in your product vision, and they'll be the ones to help you realise that goal,” he says. 

“The key is to stay nimble and agile, while keeping an open mind and always reminding yourself that you are one small part in the multi-team effort that makes the product a success,” Lennard concludes.