The document outlines 10 principles for product management from the perspectives of successful founders and executives. It begins with an introduction to the author and definitions of the product manager role. It then discusses techniques for product management and lists 10 principles: 1) Know your customer 2) Be mission-driven 3) Be data-informed 4) Content over process 5) Problems before solutions 6) Deliver outcomes, not outputs 7) Say yes 8) Be positive and kind 9) Learn and share 10) Raise the bar. The document provides examples of barriers to applying each principle and recommends several books on product management.

1. Product Management Mindset
Marcelino Moreno

2. About me
1999 2009 2019
Scale-up
Consulting Entrepreneur
1975
https://www.linkedin.com/in/marcelinomoreno/

3. “At the most senior level, the people with the greatest impact - the ones who are running the
company - should be product people.”
Eric Schmidt, “How google works”

4. Founders with a Product mindset
Steve Jobs, Jeff Bezos, Michael Dell, Bill Gates, Larry Page, Elon Musk and many other famous
founders identified an opportunity and designed a product and business strategy inspiring everyone
around them to deliver it.
Many of their values and attitudes represent the mindset a Product Manager should have.

5. Demystifying
the Product Manager role

6. “Operate within the intersection of ‘technology’, ‘business’ and ‘UX’ ”
The low profile

7. “CEO of the product”
Steve Jobs Addicted

8. “Product managers own the business strategy behind a product, specify its
functional requirements, and generally manage the launch of features.”
Feature Machine

9. A product manager should maximize
the impact of a Product to Customers
and Stakeholders.
Doing it by understanding their needs
and goals while working alongside a
team to build an innovative Product.

10. Product Management Techniques
Jobs to be done
OKR
Dual-track agile
Working backwards
Design sprint
Design thinking
Opportunity Solution Tree
Facebook's 3 Question Approach
Lean Startup and MVP
Scrum
Kanban

11. Product
Principles

12. Customer Obsession
Leaders start with the customer and work
backwards. They work vigorously to earn and keep
customer trust. Although leaders pay attention to
competitors, they obsess over customers.
from the Amazon Leadership Principles
1. Know your customer
1. Organizational barriers between
R&D and the Customer.
2. We already have enough in our
backlog.
3. Using Customer’s time to
present new solutions.

13. “Being mission driven helped our people become
motivated, focused, impatient and passionate.”
Frank Slootman
2. Be mission driven
1. Mission is not reminded enough
2. Teams do not understand their
part in the mission
3. Unclear and lacking direction

14. “Slides should not be used to run a meeting or
argue a point. They should just contain the data,
so that everyone has the same facts.”
Eric Schmidt
1. Planning delivery without
measuring impact
2. Lack of consumable data
3. Intellectual laziness and poor
analytical skills in looking to the
available data
3. Be data-informed

15. “That’s what makes great products. It’s not
process; it’s content…The system is that there is
no system. That doesn’t mean we don’t have
process…But that’s not what it’s about.”
Steve Jobs
4. Content over process
1. Focusing in the
tools/processes/techniques and
constant experimentation of new
ones
2. Lack of experience and some
level of laziness
3. Lack of passion for the content

16. “A problem well put is half solved”
5. Problems before solutions
1. Lack of courage to ask why
(multiple times)
2. Laziness structuring the problem,
the context, requirements, etc.
3. Need to keep the team busy
building something

17. “Good teams celebrate when they achieve a
significant impact to the business results. Bad
teams celebrate when they finally release
something.”
Marty Cagan
6. Deliver outcomes, not
outputs
1. Definition of done means
deploying software into
production
2. Solution bias
3. Coding as the only solution to
have impact

18. “The ‘Just Say No’ syndrome can creep into the
workplace too. Companies come up with
elaborate, often passive-aggressive ways to say
no: processes to follow, approvals to get,
meetings to attend.”
Eric Schmidt
7. Say yes
1. Saying no without listening
2. Saying no based on wrong
assumptions
3. Lack of alignment and shared
prioritization increasing
saying“no”

19. “take the time to know and care about people (...)
and don’t forget to make people smile”
Eric Schmidt
8. Be positive and kind
1. Mixing honesty with negativity
2. Tendency to be extremely
positive and hide critical facts
and problems
3. Lack of humbleness

20. “the knowledge-creating company is as much
about ideals as it is about ideas. And that fact
fuels innovation.”
The Knowledge-Creating Company
by Ikujiro Nonaka, HBR
9. Learn and share
1. Using knowledge as a tool to
manage the personal brand
2. Afraid of sharing
3. Open channels not set up

21. Insist on the Highest Standards
Leaders have relentlessly high standards — many
people may think these standards are
unreasonably high. (...)
from the Amazon Leadership Principles
10. Raise the bar
1. Looking for faster horses
2. Incrementalism with low
ambition
3. Lack of urgency

22. 1. Know your customer
2. Be mission-driven
3. Be data-informed
4. Content over process
5. Problems before solutions
6. Deliver outcomes, not outputs
7. Say yes
8. Be positive and kind
9. Learn and share
10. Raise the bar
Principles

23. Book recommendations
How Google
Works
Eric Schmidt
& Jonathan
Rosenberg
Amp it up
Frank
Slootman
Invent &
Wander
Jeff Bezos
The five
dysfunctions
of a team
Patrick
Lencioni
The Four Steps
to The Epiphany
Steve Blank