Product Leadership is a Choice

Product leadership is a choice we make. We choose it because we have the seriousness and purpose to meet the moments that come before us—significant moments that leave footprints on people’s lives.

When I speak with new or aspiring product managers, I always make it a point to remind them that product management is a humbling opportunity to make an impact. Consequently, building, fostering, nurturing, and sustaining relationships with cross-functional partners, teammates, colleagues, and leadership is imperative and will determine their effectiveness, not just in their current jobs but beyond.

I often emphasize that when they become product managers, they choose to be leaders by participating in the discipline of product management. They are choosing to lead their multipurpose teams through good and challenging times with intellectual grit, trust, and transparency. They choose to meet defining moments in their role with purpose and seriousness as they build products, solutions, and services that will change people’s lives and impact all communities. 

By choosing to be part of this humbling profession, they choose product leadership, which positively impacts people’s lives.

Here are my 14 rules of excellent product leadership:

1. Product leadership is a CHOICE.

Product leadership is a choice because we are mindful of taking responsibility and accountability, not just for ourselves but for our cross-functional teams, direct reports, teammates, and leadership. It involves behaving in a manner that others can follow or emulate. It means encouraging and inspiring others to bring their authentic selves to everything we do and be fearless.

2. Nurture Curiosity

Productive and effective product leaders are passionate individuals who are always curious about their products, solutions, and services. They develop and sustain a culture where curiosity is encouraged and rewarded for their team. These leaders understand that significant breakthroughs, innovations, ideas, and products come from curiosity. 

3. Develop a culture of extraordinary trust

To be successful, product leaders must create and promote an environment that generates extraordinary trust in their multidisciplinary team because these team members will need to have tremendous trust in each other to be effective.

4. Lead with Purpose 

Every day, those of us who serve as product leaders or in product leadership choose to recommit to building people, products, solutions, and services that bring value to our customer’s lives and their communities, shaping and imprinting their lives forever.

5. Trust in the process

Product leaders will never have the complete picture. If they trust and engage in the process, the options before them will be clarified and presented, and these choices will be as sharp as they can possibly be.

6. Lead through the unknown

Being a product leader means being prepared to lead through the unknown and unfamiliar, being comfortable in ambiguity, and guiding our interdisciplinary team and leadership through uncertainties. This means being honest brokers who can manage their cross-functional partners.

7. Build beyond the current possibilities

Product leaders foster a culture of innovation, continually pushing the boundaries to create new and exciting products. They and their cross-functional partners challenge existing limitations and strive to surpass them. This core value empowers them and their organizations to achieve what once seemed impossible, ultimately changing the world.

8. Foster and bolster diversity of thought 

Product leaders recognize and appreciate diversity of thought, the notion that there are many ways to solve customer problems, and the unique viewpoints of each team member. This is imperative to building solutions that offer value. To encourage and nurture innovation in multidisciplinary teams, we need individuals from diverse backgrounds, circumstances, genders, lived experiences, thoughts, and perspectives.

9. Cultivate a culture of innovation

The essence of product leadership is creating an environment where cross-functional partners are inspired to do their best work. Advancing this type of culture enables team members to dream big, imagine, and bring the unthinkable to life. They are encouraged to think outside the box, which allows them to build solutions for tomorrow, not just for today.

10. We need counter voices

Product leaders create an environment where team members can dissent when necessary. They need to feel they can voice their concerns.

11. Be transformational 

Product leaders recognize they do not have all the answers and that it takes a village to build successful products that customers value. They understand the significance of creating a culture of cross-functional deference through transformational leadership, which means they listen and bring diverse perspectives, ideas, and experiences to the table, integrating these outlooks and assessments into their decision-making.

12. Historical Context 

Product leaders seek and take time to learn and absorb history lessons without being paralyzed by them. It is important for PMs to take the time to understand the historical context behind some of the decisions made in the past.

13. Resolve will be tested

Product leaders understand and recognize that the path toward their organization’s objectives and goals will not be smooth. There will be difficulties and challenging days that will test their and their team’s resolve, but the journey will make them and their multi-functional teams better people and better leaders.

14. Lean into your PM superpower 

Your PM superpower combines what you are naturally skilled at and what you can leverage in your work as a product manager. Product leaders do not turn a blind eye to their weaknesses; instead, they define and hone a space where they are most effective.

Final Thoughts

Product leadership is a deliberate choice that demands commitment to relationships, innovation, and purposeful trust. As product managers, we can significantly impact lives and communities. We can navigate uncertainties with confidence and integrity by embracing challenges, valuing diverse perspectives, and leveraging our strengths. This journey is about making a meaningful impact, inspiring others, and creating products that make a difference. Despite inevitable challenges, with resolve and dedication to our principles, we can lead our teams to success and drive lasting change.