My good friend Saeed wrote a great post on why Product Management is everything! He makes this claim based on a Harvard Business Review article written in 1991 by Regis McKenna called Marketing is Everything. Saeed does a great job describing how the claims McKenna made, about marketing, really pointed to product management; specifically technology-based product management. The only problem was, McKenna did not know about product management or have a good catch-phrase to describe it at the time. After several quotes from the article and well-thought-out supporting commentary, Saeed asserts the following:
It should be clear where McKenna was heading with this. This new type of Marketing–that understands technology, the market, customer needs, and the competition; that works with partners, suppliers, vendors as well as customers; that integrates the customers into the development process to produce superior products and services–is what we today call Product Management.
Whether he intended it to be so or not, what Regis McKenna, one of the luminaries of high-tech marketing was saying, was that the critical function that companies must adopt to thrive in the market is Product Management.
It’s enjoyable to see how the discipline of product management has evolved, and good to know its importance was understood before its time. So what’s the new discipline evolving today that doesn’t yet have a name?