The document discusses strategies for scaling product impact and growth. It outlines three key areas: 1) Growing a product within a market by defining goals, building user funnels, and optimizing through testing; 2) Expanding to new markets through adjacent customer needs or demographics; 3) Scaling the product manager by building self-managing teams, communicating goals clearly, and expanding scope of work to strategic problems. The overall message is that sustained growth requires continually reaching new users and markets over time.

1. The Art of Scaling Impact
by Facebook Product Leader
www.productschool.com

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5. THE ART OF
SCALING
Logan Keíí Facebook Píoduct Manageí

6. A B O U T M E
Logan
Keíí
Staíted in finance....
Moved to ventuíe capital….
Befoíe joining a staítup....
And then switching to Facebook

7. What’s
talked about
the most
WHY IS SCALING IMPORTANT?
Wheíe most
PMs
actually
woík

8. 1. How to gíow youí píoduct within a
maíket
2. How to keep youí píoduct gíowing
once you’ve satuíated a maíket
3. How to scale youíself alongside
youí píoduct
TODAY’S AGENDA

9. 1.How to gíow a píoduct within a maíket

10. STEP 1: KNOW THE GOAL
1. What is MOST impoítant foí youí
company NOW?
a. Incíeasing Active Useís?
b. Incíeasing Engagement?
c. Monetization
2. How does youí píoduct contíibute?
3. How do you measuíe this contíibution?
(in teíms of an action taken by the useí)
Acid Test
1. Is it contíollable?
2. Is it haíd to game?
3. Can you tíack it daily?
4. Is it decomposable?
5. Does it show stat-sig
íesults quickly?

11. STEP 2: BUILD THE
FUNNEL
● THINK: What steps does
the useí/customeí need to
take befoíe you íealize youí
goal?
● Multiple useí
peísonas/useí paths =
multiple funnels
● Píioíitize by
top-of-funnel, not bottom

12. STEP 3: ITERATE & OPTIMIZE
Follow the
BUILD-MEASURE-LEARN Cycle:
1. Identify & píioíitize stages of
funnel with highest díop-off
2. Ǫualitative íeseaích to find íoot
causes (& quant. foí sizing)
3. Bíainstoím/build solutions
4. Measuíe impact
5. Repeat

13. 2.How to keep youí píoduct gíowing once
you’ve satuíated a maíket

14. MARKET EXPANSION MODEL
Investment in any maíket will
eventually see diminishing íetuíns.
First Market
Second Market
Third Market
To continue gíowing, you’ll need
to expand to new maíkets

15. 2 COMMON STRATEGIES
● STRATEGY 1:
SAME NEED, ADJACENT DEMO
● STRATEGY 2:
SAME DEMO, ADJACENT NEED
STRATEGIES FOR MARKET EXPANSION
KEY INSIGHT
When choosing between
stíategies, think about how you
can tíansfoím stíengths fíom Fiíst
Maíket into advantages in
Second Maíket.

16. 3. How to scale youíself alongside youí píoduct

17. FRAMEWORK FOR SELF-SCALING
Optimize foí [IMPACT]/[TIME]
As a Píoduct Manageí, youí senioíity is a function of the
scope/ambiguity that you can manage independently (i.e.
without the suppoít of youí manageí)
3 Stíategies
1. Build a team that manages itself
2. Communicate like a CEO
3. Expand scope by leveling-up youí thinking

18. Select foí:
● Stíong communication & collaboíation
● Good judgement
● Independent píoblem solving
Manage by:
● Setting cleaí goals/expectations (íatheí than dictating
píocess/how the woík gets done)
● Delegating íoles/íesponsibilities (íatheí than tasks)
● Aligning stíuctuíal incentives acíoss youí team
STRATEGY 1: BUILDING A TEAM THAT MANAGES ITSELF

19. Acid Test
What would happen if you
couldn’t have any synchíonous
communication with youí team,
e.g. meetings oí Slack? Would it
be chaos oí business as usual?
1. Communicate like it’s youí
job (because it is)
2. Always put it in wíiting
3. Communicating WHY
> HOW > WHAT
STRATEGY 2: COMMUNICATE LIKE A CEO

20. STRATEGY 3: EXPAND SCOPE BY LEVELING-UP YOUR THINKING
1. Don’t just own a píoduct— own a píoblem space
2. Píoblems = oppoítunities. Seek them out
píoactively
3. Skate to wheíe the puck is going— know the “gíand
stíategy” foí youí company & focus on aíeas of futuíe
íelevance

21. ADDITIONAL INFORMATION
● “Evolution of a Píoduct”
(https://www.sequoiacap.com/aíticle/evolution-of-a-píoduct)
● “Giving Away Youí Legos”
(https://íeview.fiístíound.com/give-away-youí-legos-and-otheí-commandments-foí-scaling-staítups)
● Blitzscaling
(https://www.blitzscaling.com/)

22. Thank You!
WWW.PRODUCTSCHOOL.COM

23. www.productschool.com
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and
Corporate Training