Become a Resilient Product Manager: Applying the ABCDE Framework

With the ABCDE framework, you'll set yourself apart in the job market and create a structured approach to advancement.

I’m a facilitator for the Women in Product Career Clarity program. We held an exploratory call on July 17th to announce the program and answer any questions. When prompted to share what led to their interest, attendees’ answers ranged from “I’ve just been laid off” to “I don’t feel valued at work” to “My career is not advancing”. There is so much amazing product talent in the market. What happens if today’s uncertain times lead people to move away from product management?

Some in, or exploring, product management might answer, good - then more opportunities for me 😏 . Potentially or are we seeing consolidation in the market, a la Airbnb CEO’s misunderstood statement from Figma Config 2023? Lenny’s Newsletter shared the role of product manager continues to grow yet the trajectory is more flat with a slight dip than up, up & away.

My prediction is we will see less resilient people drop out of the product manager race. Being a product manager was never for those looking for the easy path in life. Remember my reference to product people being like octopuses?

While T-shaped product people who possessed deep expertise in one area and broad knowledge across others was previously favored, the new ideal now is the 'octopus' – versatile individuals with extensive expertise spanning multiple capabilities and disciplines. (link)

It’s true. With lots of available talent, companies are able to find the mythical unicorn being described in their job descriptions. A friend had a nice catch phrase. She said, “It’s not a market of transferable skills. It’s a market of been there, done that.”

What can you do to weather the storm? It’s not much better for other roles - design, engineering, marketing, etc - as layoffs and the rise of AI have introduced uncertainty for all. Instead of getting all grumbly, discover what sets you apart and don’t give up. If you truly want to be a product manager, you will need grit galore. Now is the time to fill up the tank.

Turn doubt into determination, then you become unstoppable. - Robin Arzon

Practice your ABCDEs

Here are a few tips I recommend for standing out at your organization and in interviews, especially for generalist product managers.

1. Never Search Alone - Members rave about it, especially the job search councils. Another approach is to create your own accountability group with peers. Practice interview questions, discuss trends, share resources, and review each other’s resumes.

2. Join a Product Community - Jobs are being shared, just not for all to see. Instead networking is back in the spotlight. Check out Mind the Product, Women in Product and others I’ve listed on my website. Contribute to the community and participants will recognize your name when you reach out for an introduction.

3. Leverage your diverse experiences - Career growth, like product management, isn’t always linear. What parts of your career did you enjoy the most? Was it data? Maybe product operations is an area to explore. Was it customer interviews? Target product-led growth companies which have direct customer engagement.

The key is, if you want to be a product manager or stay in product management, you need resilience. Some days are harder than others so don’t shy away from asking for help. The dynamic duo of Carol Dweck of growth mindset fame and Angela Duckworth who coined ‘grit’ agree on that point.

Duckworth connects this ingredient to her colleague Carol Dweck’s research on a growth mindset. In short, a growth mindset helps you be grittier, and even leads you to seek out new challenges that make you stronger in the long-run. Here, Duckworth recommends that we recognize our intelligence and talent can substantially change throughout life, that we “practice positive self-talk,” and that we ask for help when we need it. (link)

Still feeling a lack of motivation? I’ve been there too. Here is an exercise I worked through which really helped me.

A is for Audience

• Define your target audience (aka company) by industry, size, role level, etc.

• What do you know about your target’s needs, pain points, and preferences?

• Research common requirements and challenges in your desired roles or industries

B is for Behavior

• What specific behaviors do you want your target audience to take? (e.g., offer you an interview, hire you, promote you)

• Define clear goals and milestones - here is where accountability partners come in

C is for Content

• What unique value do you offer to potential employers or your current company?

• What evidence can you provide to support your claims? (e.g., past achievements, skills, certifications)

• How would you describe your product sense in a few short words? (check out my article on product sense)

D is for Delivery

• Which channels will you use to showcase your skills and experience? (e.g., LinkedIn, portfolio website, networking events)

• How does your outreach align with your career goals? (tip: highlight your strengths and the value you’ll bring to benefit the organization)

• What makes your application or profile stand out and memorable? (tip: connect with the contact by calling out unique experiences or skills to capture interest)

• Is your career narrative (why) clear and easy to understand? (tip: stories work with stakeholders and recruiters too)

E is for Evaluation

• What metrics will you use to measure your job search or career development progress? (e.g., number of interviews, salary increases, new skills acquired)

• Over what time period will you assess your progress? (tip: don’t forget the celebrate the wins, small and big)

• How about trying a 30 / 60 / 90 day job search technique? (tip: days 1 to 30 connect with known contacts, days 31 to 60 target companies, day 61 to 90 do interviews)

I worked with Adam to apply the ABCDE framework to secure a role at a software infrastructure startup. In his job search, he defined the target audience as small organizations which would enable him to combine his skills and grow. He crafted a compelling narrative which carried through from his initial application to the final case study presentation. Continually he tracked his progress on outreach, interviews, and the number of subsequent conversations.

Practicing your ABCDEs provides a structured way to approach your career development and job search by focusing on understanding your audience (potential employers), defining clear objectives, crafting compelling content about yourself, delivering your message effectively, and celebrating your progress.

Want some help? Let’s connect.

Once a Product Manager, Always a Product Manager

Stepping away when you feel burnt out is never a bad thing. It might be a quick breath before diving into a stakeholder call, a longer walk with your pup, or taking a career break. If we feel the world is beating down on us, sometimes we forget what brings us joy. Take time to recalibrate and recall your authentic self, because there is no one else exactly like you in the world.

There have been times in my career when I questioned product management as a career choice. Then, little things would happen. I would notice myself building in buffer when a friend said we would meet for dinner, like most PMs do with engineering estimates. I would break down complex home chores into smaller actions, similar to defining a product roadmap. And, now with coaching, I realize a variation on the design thinking framework of Discover, Define, Develop, Deliver works really well with people seeking a change or navigating a transition.

My point being, you are passionate about something. Give yourself the grace to figure it out or remind yourself. Some people passionate about their jobs often discover a blending of work and life. It just happens - that’s the way we’re wired. For example, I’ve always been curious and wondered what makes people tick. I’m also a constant work in progress, iterating as I learn.

Unsure what your passion is? Apply a problem solving technique - Ask, Answer, Act - to recall a time where it all clicked.

• Ask: Go through feedback you’ve received throughout your career, look at recommendations, and reach out to colleagues and friends. It's about asking for and gathering information.

• Answer: Analyze the information you’ve gathered, consider possible themes, and come to a conclusion based on the available data. This step is about discovering when you’re at your best.

• Act: The final step involves exploring the career high point. It's about taking concrete steps to start identifying similar or related opportunities. Here you can apply the ABCDE approach outlined above to work towards the desired outcome.

For me, a standout was leading the Future Technologies Team and creating the Future Technologies Champions. I wrote about my experience here. As companies are rethinking how to approach innovation, I’ve had calls recently sharing the experience with others. I’m also excited to announce I’ll be speaking on the topic at the PDMA Inspire Innovation conference in St. Louis on September 14 to 17th. My talk is titled “Connect, Co-Create, Innovate- Power of Community-Driven Product Innovation”. Please share a comment and say hi if you’re going to be attending too!

Unfortunately (or fortunately for people’s ankles) Lancaster will be staying in San Francisco. Enjoy!