Product Managers are the CEOs of their product. While this metaphor is meant to make you think of ownership and responsibility for superbly executed product delivery, there is so much more that it can mean. Keegan discussed how, just like the CEO of a company, Product Managers should be thinking about culture as much as they think about strategy. He explored what makes a great product culture, how effective cultures are relative to the personalities within them, and why he says that the Product Manager has more potential to impact company culture than any other single individual in an organization.

1. How to Build a Culture in Product by
former TiVo Product Manager
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7. Keegan Evans
TONIGHT’S SPEAKERS

8. How to Build a Culture in
Product
Keegan Evans

9. What is the
Best Piece of Advice you have received?

10. ● Euda.io – Founder and Principal
● Ridecell – Product Lead to all
Enterprise Customers (20+
customers from OEMs to Auto
Clubs to Campuses)
● TiVo – Product Lead to Virgin
Media (3M+ Subscribers)
● MSGL – Univ of San Diego
● USMC Pilot with 3 Iraq
Deployments
My Background

11. Agenda and Takeaways
● What is Culture?
● How does Culture impact our organizations?
● Components of a Good Product Team Culture
● How can we influence Culture
● Why are Product Managers the Ultimate
Culture Influencers?

12. What is Culture?

13. Purpose, Priorities, and Principles
“Structure That’s Not Stifling”, Harvard Business Review
The sum total of all the
interactions in your company
Justin Rosenstein, Asana
The tacit social order of an
organization…Cultural norms define what
is encouraged, discouraged, accepted, or
rejected within a group.
“The Culture Factor”, Harvard Business Review

14. Culture as a Garden

15. Impact of Culture

16. "Bad cultures can destroy businesses,
and great cultures can be huge
accelerants"
Justin Rosenstein, Asana

17. When properly aligned with personal
values, drives, and needs, culture can
unleash tremendous amounts of energy
toward a shared purpose and foster an
organization’s capacity to thrive
“The Culture Factor”, Harvard Business Review

18. Product Team Culture

19. 1. Risks are tackled up front, rather than
at the end
2. Products are defined and designed
collaboratively, rather than
sequentially
3. It’s all about solving problems, not
implementing features
Marty Cagan, “Inspired”, Silicon Valley Product Group

20. How do we influence culture?

21. First Define the Values
Then write them down!

22. Legitimacy comes from others believing
in you as a person and a leader.
If the PM is CEO of a product, everything
you do affects what the organization
focuses on, its norms of behavior, and its
culture and values

23. Champion the culture and constantly
look for opportunities to strengthen it
- Spend time talking about it
- Personally live the values and behaviors
- Recognize, reward, and celebrate those who
exemplify the desired culture
- Take corrective action with those who don’t

24. Take this forward to every interaction
you have

25. Product Managers can be the Ultimate
Culture Influencers
Great Product Management Requires
Leadership
Leadership Requires Trust

26. Thank You

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