Product management and project management have similar names but there are big differences between the two disciplines. Confusing them is common, even among those experienced in product development. One of the key challenges that we hear when we talk to PROJECT MANAGERS and PRODUCT MANAGERS is that they are often expected to perform each others role, for some or all of the design, development, and launch of their product in the marketplace. Unfortunately, the vast majority of enterprises often confuse the two roles, sometimes with the objective of cost savings, other times due to a lack of understanding that the two roles are different yet interrelated, and at other times due to budget constraints, with disastrous results.
Product and Project Defined
The first challenge in differentiating the role of a Project Manager or a Product Manager is that they sound a lot alike. While it is a trivial semantic issue it often leads to confusion about the 2 roles. It’s important to begin with the definition of the words Product and Project.
•PRODUCT: A product is anything that can be offered to a market that might satisfy an unmet want or a need.
A product has a life cycle. It’s conceived, developed, introduced and managed in the market, and retired when the need for the product diminishes. During the life cycle of a product sometimes multiple projects can occur to continue enhancing the product based on customer feedback and/or competitive realities.
•PROJECT: A project is a temporary endeavor undertaken to create a unique product, service, or result .
Product Management and Product Managers
Product Management defines the products required to achieve strategic business objectives and initiates discrete projects over the life-cycle of the Product, Service or Platform in order to meet enterprise goals.
A Product Manager discovers and articulates the customers’ needs and develops a product to satisfy them. A Product Manager is ultimately responsible for the ongoing satisfaction of the unmet needs of customers and delivering products that will contribute to the following:
•More value than the competition
•A sustainable competitive advantage
•Financial benefit for the business
•The Product Manager manages the product throughout the product lifecycle ensuring that it continues to satisfy market needs including:
•Gathering and prioritizing detailed product and customer requirements
•Defining the product vision
•Insuring knowledge and work integration across design, UX, architecture, and engineering
•Working with sales, marketing and service operations support and ensure revenue and customer satisfaction goals are met.
The Product Manager’s job also includes ensuring that the product and marketing efforts support the company’s overall strategy and goals. In the context of global platforms comprised of several inter-related products the Product Manager’s responsibilities extend beyond the life-cycle of any one product and encompasses the life cycle of all products that comprise the platform.
In summary Product Managers are responsible for the overall and ongoing success of a product . Once the project (or projects) to build the product is complete and the project manager has moved on, the product manager remains to manage the product through the entire life-cycle. Other projects related to the product may be initiated, with the product manager being the one constant stream throughout, defining the project goals and guiding the team to accomplish the business objectives that have been defined by the enterprise.
Project Management and Project Managers
Project management is a tactical, time limited activity that is defined by the businesses strategic or tactical objectives.
Project Management as a discipline provides the tools and techniques for the team to organize and prioritize the various tasks that need to be completed, as well as work within any applicable constraints (including time, cost, and quality).
A Project Manager is ultimately responsible for a predefined outcome that is the projects objective. The Project Manager manages the development of the product, service or result through the application of available resources (including a project team). The tools and techniques Project Managers usually employ can be roughly divided into 3 main areas:
•Risk and issue management is an important aspect of Project Management and serves to highlight and then manage any risks to the project being completed successfully, as well as minimizing the impact of any issues that are identified.
•Resource management involves ensuring that the project team has what they need, when they need it. That includes such simple things as task lists, materials, infrastructure, reporting and even extra people
•Scope management usually the most difficult activity a Project Manager is involved in and involves limiting the extent (scope) of the endeavor within acceptable allowances, usually engaging in a balancing act between the three critical aspects of time, cost and quality. For instance, if the time to deliver the project is reduced then either cost must be increased, or scope reduced to maintain quality.
As a note, the Project Management Body of Knowledge (PMBOK) from the Project Management Institute (PMI) defines 10 specific knowledge areas, listed below:
1.Project Integration Management.
2.Project Scope Management.
3.Project Time Management.
4.Project Cost Management.
5.Project Quality Management.
6.Project Human Resource Management.
7.Project Communications Management.
8.Project Risk Management.
9.Project Procurement Management.
10.Project Stakeholder Management (added in the 5th edition).
In summary Project managers are responsible for the successful delivery of a project — a one-time endeavor with a goal, scope, deadline, budget, and other constraints. A project manager also works to align resources, manage issues and risks, and basically coordinate all of the various elements necessary to complete the project. As they relate to products, projects can be undertaken to build a product, to add new features to a product, or create new versions or extensions of a product. When the project is complete, the project manager will usually move to a new project, which may be related to a different product.
It’s evident that the roles of a Project Manager and a Product Manager are very different but these roles require a similar high-level skill set.
•Excellent organizational and interpersonal skills
So it is not uncommon for organizations to ask Product Managers to take on Project Management responsibility and vice-versa.
A big challenge of the two roles is that they can often appear to be at odds with each other. A product manager may want to add a lot of features to meet observed customer needs, but the project manager may want to keep scope as small as possible so that the project is delivered on time and under budget.
Good product managers and good project managers are able to create a balance between these conflicts. Good project managers know that the true success of a project is not whether it is on time and within budget, but whether it meets the defined goals and objectives. Good product managers know that all the features in the world will not matter if the project is continually delayed and never makes it to market or if it is too over budget to be completed.
Based on experience one individual doing both jobs can compromise the successful delivery of a project. Three key points to remember are as follows:
•If a Product Manager is also running a project his/her time and attention for the customer strategy gets diverted to chasing people, reporting etc.
•Typically, a single individual does not have sufficient skill sets to perform well on all the requirements of both roles. A Project Manager excels at managing to deadlines and a Product Manager knows what the customer wants and is focused on delivering that.
Wearing both hats with different objectives often results in a conflict of interest.
How Can We Manage These Problems?
In some situations it may still be feasible to have the Product Manager also undertake the Project Management role. However it is always ideal to have these two roles executed by two separate individuals. If a project meets 2 or more of the following 9 project characteristics we recommend that the Project Manger and Product Manager roles be executed by two separate individuals in order to increase the probability of completing the project successfully and launching a great product:
1.High degree of innovation required
3.Market and business model complexity
4.Strategic client commitments
5.Constrained budgets and schedules
7.Multiple involved departments and stakeholders
8.Multiple geographic locations
9.Big team (i.e. 5+ people to co-ordinate)
Having both a Project Manager and a Product Manager will contribute to the successful launch of a product in a very significant manner. It is not a question of one or the other. Both the Product Manager and the Project Manager roles are required for long-term business success. Key points to remember are:
•Just like every product needs a product manager, every project needs a project manager.
•Just because product managers think they can manage their own projects does not mean they should.
•The skills, talents, and traits involved in project management are very different from those involved in product management.
•Just like it is hard to find one single person who can fill the product management role and the product-marketing role, it is hard to find one person who can be successful at both the product management and the project management role.
•Project management is not a stepping stone to product management, or vice-versa.
•Good project managers are just as valuable as good product managers.
•Finding a good project manager to manage your projects will help you be an even better product manager.
•The less time product managers spend on project management, the more time they will be able to spend on product management.
•To avoid conflicts between product management and project management, product managers, project managers, and project teams should all agree on shared goals and objectives as much as possible.
Figure 1 provides an easy to understand graphic that clearly delineates Product Management Tasks vs. Project Management Tasks.
Motivational Quotes: "Regardless of how you feel inside, always try to look like a winner. Even if you are behind, a sustained look of control and confidence can give you a mental edge that results in victory." -- Diane Arbus --
Motivational Quotes : "I was taught to strive not because there were any guarantees of success, but because the act of striving is in itself the only way to keep faith with life." -- Madeleine Albright
Motivational Quotes : "If money is your hope for independence you will never have it. The only real security that a man will have in this world is a reserve of knowledge, experience, and ability." -- Henry Ford
Project estimation is a complicated process, and for many types of projects
it is not done with much accuracy. Doing it well involves the contributors
who will be responsible for the work and the project leader,
and may also benefit from inputs of experts, sponsors, and stakeholders.
Regardless of exactly who gets involved, precision and consistency
rely on good process and metrics,
Establishing Objectives =======================
Before any detailed, activity-level estimating can be done, there will be
high-level estimates for the project as a whole established by the project
sponsor and stakeholders involved in initiation. If the assumed cost and
duration are not consistent with the expected benefits and value, no
project will ever exist. These estimates may be based on some analysis,
or they may be wild guesses pulled out of the air; whatever their basis,
these initial estimates should be treated only as general goals. Although
they may also represent some known constraints, the initial top-down
estimates can be used only as provisional starting points. Setting a realistic
project baseline requires thorough planning, analysis, and detailed
estimates developed by the team responsible for the work.
Involving Activity Owners
Project planning relies on good requirements definition and scoping,
involving the stakeholders. The resultingscope
for the project provides the basis for a work breakdown structure,
which at its lowest level defines the tasks that must be done to
complete the project. Each of these tasks will need both a duration and
a cost (or effort) estimate, and the best source for the initial bottom-up
estimates will be the assigned activity owner plus any other contributors
The first consideration for estimating will be the method chosen
to do the work. Effort and duration estimates depend strongly on the
approach and process to be used for the work, so once this is clear,
bottom-up estimates are possible. Other considerations for the initial
estimates include potential risks and any remaining unknowns, such as
any contributors who will be involved but are not yet assigned.
Involving Others =============
For work where there is ample precedent and a lot of experience, the
estimates provided by those who will do the work may be more than
adequate. For work that is novel or where you lack experience, you may
want to get outside assistance. Involving peers in your own organization
or networking with contacts in professional societies may provide useful
information. Even getting quotations or proposals from outside service
providers (whether you are considering outsourcing the work or
not) can provide potentially useful insight. Again, additional considerations
will include risks and unknowns, such as just how comparable the
experiences and metrics developed elsewhere will be to your particular
Adding Your Inputs ===============
The final arbiter of project estimates needs to be you, as the project
leader, because ultimately it’s your project. In examining the initial estimates,
be skeptical of any that appear either too conservative or too
optimistic. Ask questions about the basis for the cost and duration estimates,
and probe to uncover exactly how the work is to be done. If you
are not convinced that the people providing the estimates know enough
about the work, ask more questions. Especially if the estimates seem
too small, challenge the owner to break the work down further (whether
you intend to track at that level or not).
Compare the duration and cost estimates, and test if they are consistent
given what you know about how the work will be staffed. If they
are not consistent, provide guidance for adjusting the cost estimate, the
duration estimate, or both. If staffing commitments for all of the work
are not in place, collect range estimates that will be refined later when
the skill sets of the contributors are known. If there are known risks
associated with the work, include an appropriate margin for reserve (to
be managed by you for the project as a whole, not to ‘‘pad’’ activity
Finally, compare the bottom-up detailed estimates of cost to the topdown
objectives for project expense to see how much trouble you are
in. Consider options that might make sense for bringing costs more into
line with expectations if the variance is significant. Use the duration estimates
to build a preliminary schedule and test it against your project’s
timing goals. Again, if there are substantial differences, revisit options
that might realistically reduce durations. In all cases
where your estimates exceed your initial constraints, document the
information that you will need to negotiate a realistic baseline with your
sponsor before formally committing to a fixed project objective.
Kshitij yelkar www.yelkar.com
As a project manager, what should I delegate and what should I do myself?
Project management responsibilities are generally yours for any project where you are the designated leader. Delegation of some of this work to others can be necessary and appropriate on very large programs, but for the most part it is best to ‘‘delegate’’ all of it, or at least the most essential parts, to yourself. Project leaders can safely assume that their project management responsibilities will consume roughly 10 percent of their time per contributor on their teams. This time is consumed in meetings, communications, care and feeding of stakeholders, problem solving, hand-holding, and other general project-related tasks. If your team is larger than about nine people (whether they all report directly to you or not), you won’t have much bandwidth available to take on other assigned work. Even part-time contributors count—even though they might theoretically require less attention, often they actually require more because of their distractions and other priorities.
Your project will probably be your primary responsibility, but it may not be your only one. Consider how much time any other work you are committed to will require, and include that with the overall assessment of your workload. Also include any planned time off or other interruptions such as organizational meetings that will take time away from your project. If you have only modest other demands on your time and your project is small, or you have a very experienced and competent team that will require little attention, you may find that you do have some amount of time to devote to other assigned work on the project. In gauging your capacity, it’s prudent not to schedule more than about 90 percent of your time in advance; you will need to be able to react quickly to problems and issues as they arise.
Even if you do appear to have some available work capacity, set a target to delegate nearly all the project activities you define to your contributors. Consider yourself a last resort, and only assign yourself work that is easily interrupted and not schedule critical. Your first priority should be to the project as a whole, and if you assign yourself critical work you are liable to find yourself with conflicting top priorities. You may find that there are activities for which you are by far the most qualified and experienced person on your team. Even for this work, you should not consider yourself as the first option. It is difficult to assign work to people who are less competent than you are, and it can be painful to watch people fumbling through tasks that you can do blindfolded. If you intend to take the role of project leadership seriously, you need to get over this. Assigning work to your team members will build the base of skills on your team, and it will leave you open to help and mentor as needed in addition to all your other responsibilities. In short, assign to yourself scheduled activities (other than those directly related to project management) only when you have available capacity, the work is noncritical, and you appear to be the only reasonable option.
Throughout your project, things will happen that won’t be as you planned them. The main reason for leaving some available capacity for yourself unscheduled is so you will be able to take on unanticipated, emergency work as the need arises. If a key contributor is out ill or otherwise indisposed, someone will need to step in. Effective project leaders are always assessing the overall status and rebalancing the work in the face of reality, so that progress can continue more or less as planned. Delegating work to yourself during the project is nearly inevitable, and if your ‘‘normal’’ workload consumes all of your capacity, the only option open to you will be to work overtime. If you plan to see much of your home and family during your projects, exercise great restraint when delegating planned work to yourself.
"Don't babysit," "It's very common for budding project managers to treat their job like an enforcer, policing the project team for progress and updates."
Solution: "Instead of babysitting the project team, let it be known from the start [i.e., the kick-off meeting] that there will be regularly scheduled updates for the duration of the project. This lets your team know that status updates and progress are expected from them weekly and will encourage them to "vocalize any issues or delays in advance."
Good managers empower their employees to do well by giving opportunities to excel; Bad managers disempower their employees by hoarding those opportunities. And a disempowered employee is an ineffective one – one who requires a lot of time and energy from his supervisor.
Motivational Quotes : "When you do the things you need to do when you need to do them, the day will come when you can do the things you want to do
when you want to do them." -- Zig Ziglar, Motivational Speaker
Challenges in Project management: Allowing the Scope to Frequently Change.
"Any project that doesn't have an ultra-clear goal is doomed,"
a Web-based project management tool, "scope change is one of the most dangerous things that can happen to your project. If not handled properly it can lead to cost and time overrun." Even something small, like changing the color of a logo or adding a page to a website might cause unexpected delays,
Solution: Define the scope of your project from the outset and monitor the project regularly to make sure you and your team are keeping within the scope. And to avoid delays and deviation from the original scope, "track change requests separately from the original project scope, and provide estimates on how it will affect the schedule -- and get explicit customer/stakeholder approval for each change," .
Failing to Get Everyone on the Team Behind the Project.
Too often, projects are doomed to fail because they didn't get enough support from the departments and people affected by and involved in the project. Either managers: "
1) Didn't make clear what everyone's role was.
2) Didn't describe the personal payoff everyone would get when the project was completed
3) Didn't tell how each person's contributions to the project would be evaluated. And/or
4) Failed to generate a sense of urgency about the project, leading the team to think business as usual will be fine,"
Solution: "The project manager should start by calling the team together (being certain to include off-site staff via the best technology available) and delivering a presentation about the project and its significance in a way that gets everybody fired up."
Motivational Quotes : "You can become an even more excellent person by constantly setting higher and higher standards for yourself and then by doing everything possible to live up to those standards." - Brian Tracy