How to evaluate the ability of product manager

In order to improve my product ability, I read a lot of books and communicated with many seniors. One is to refer to other people's viewpoints and working methods, and the other is to find their own shortcomings. Later, it was found that almost all Daniel had their own theoretical system, and they were different.

For example, HR people appreciate several abilities in recruitment information, such as demand control ability, data analysis ability, communication ability, execution ability, learning ability and business ability.

Based on this, some people analyze some big names in the field of product managers, such as Tencent Zhang Xiaolong's poor communication ability and poor business ability. Of course, some people console themselves with it. I have all the abilities, but there are no good opportunities or insufficient resources.

For example, the product responsibility model put forward by Liang Ning divides the competence of product managers into three levels.

The first level is responsible for more than one functional feature of an existing product, and can analyze the data and propose an optimization scheme according to the data; The second level is to design a product from scratch, and fully control a product from the aspects of product definition, user-oriented, interface, deconstruction and process design; The third level is to design a product from scratch, but the product is a strategic product of the company, which calls a lot of resources and has a vital impact on the company's future.

For example, Tencent's e-commerce platforms, such as Yixun, Tencent Weibo, WeChat, etc., all belong to the third-level products. The leaders of these products, such as Daniel Wu Xiaoguang, Xing Hongyu and Zhang Xiaolong, are well-deserved as the leaders of a team. However, many product managers in the internet industry do not have the second-level product ability, but they have to use the third-level ability to start a business and make products, so most of them are black and blue. The third-level capability requires the length, strength and accuracy of the industrial chain that the product industry can control.

For example, someone proposed to apply Carnot model to product managers. KANO model is generally a tool to study and classify users' needs.

Here, the ability of a product manager is divided into basic ability, including market judgment ability, analysis of industry trends and competitors; User research ability, demand collection and user research, establish user portrait; Demand management ability, rating, gathering and eliminating demand; Product design ability, mainly product scheme design and requirement writing, including the use of some basic tools; Learning ability and execution ability, logical thinking ability; In addition, there is the ability of coordination and communication, so that the team can work together to complete the product development work as planned.

Expectation ability includes business ability, product marketing plan planning and foreign cooperation negotiation; Data analysis ability, establish product data model and analyze data; Personality charm, that is, leadership ability; Product strategy, able to plan product vision, positioning and version path planning; In addition, there are certain technical and aesthetic abilities; Management ability, able to contribute to project management, system flow and team building.

Excitement belongs to the ability that is generally difficult to see. For example, this person is an industry expert with similar product experience or has many years of experience and profound insights in the vertical field; Influence, than such people are celebrities; Unique resources such as customer resources, government resources, financial resources and technical resources are scarce resources; Innovation ability, including product innovation, team management innovation and so on.

In addition, according to his discussion in Alibaba, Su Jie finally gave a scoring table, listing the work involved by the product manager and the corresponding required ability, giving a weight according to the required ability, and finally calculating the ability of the product manager according to the scoring results.

Very scientific, but not really useful.

A product manager is a problem solver, and ability is the ability to find and solve problems. The best product manager competency model, like the best entrepreneur competency model and the best management model, can write many papers, but excellent management talents basically don't follow the routines in books. As the saying goes, "fishing in the sea can't learn" and "oranges can't learn". The recruitment of product managers should make up for the key shortcomings of the current team. The evaluation of product manager's ability should be based on completing the current task.

If I were to say it, I would say that I would see if this person's unique ability and way of doing things can fit the current team and task well.