In technical product management, deep expertise serves a dual purpose. It's not just about understanding the product; it's a critical tool for building credibility with the engineering team. Engineers are more likely to trust and follow the direction of a PM they respect technically, making this a crucial element of effective leadership.
Don't try to compete with hyperscalers like AWS or GCP on their home turf. Instead, differentiate by focusing on areas they inherently neglect, such as multi-cloud management and hybrid on-premise integration. The winning strategy is to fit into and augment a customer's existing cloud strategy, not attempt to replace it.
The evolution from physical servers to virtualization and containers adds layers of abstraction. These layers don't make the lower levels obsolete; they create a richer stack with more places to innovate and add value. Whether it's developer tools at the top or kernel optimization at the bottom, each layer presents a distinct business opportunity.
In enterprise sales, the user and buyer are different people. While the user needs a problem solved, the buyer needs a business outcome that advances their career. Product managers must identify and build for the metric that makes their buyer look good—like cost savings or productivity gains—to secure the sale and ensure product success.
When selling to senior technical leaders, do not assume the conversation will be about technical vision or features. A CTO at a top 50 company was more concerned with how a new technology would affect thousands of workers and how the vendor would support that transition. The human and organizational impact often outweighs the technology itself.
Despite a decade of industry focus on technologies like Kubernetes, the vast majority of software still runs on older platforms like Virtual Machines. Production technology has incredible inertia, staying in use for decades longer than people expect. This means infrastructure products must address the 'old' world, not just the new and hyped.
A critical mistake in enterprise product management is to treat the user and the buyer as the same person. The daily user (e.g., an SRE) cares about features and usability, while the economic buyer (e.g., a CIO) cares about ROI and strategic value. A successful product must deliver distinct value to both, and the PM must treat them as separate personas.