Process This!

Product Managers are often called upon to be process managers. Getting a concept from idea to dollars requires multiple steps, in the appropriate sequence, in order to ensure success. Consequently, a product manager must work to align the steps and help guide and propel the idea through those steps in a systematic fashion i.e., a process. This is a requirement. Nay, even a necessary evil it seems at times.

To the great joy (read consternation) of product managers everywhere, there frequently exists an internal functionary otherwise known as a busy-body, whose sole role is to impart additional process to the, ah…. process. These are the folks for whom process is the end-all, be-all of their existence. Or at least it should be from their blinder addled perspective.

These people believe that more process equates to heightened success and greater performance. This is similar to stating that market share exactly equals profits (Ask the airline industry or dot bombers how well this equation works!). But I digress.

The process police will put formula and propriety before the actual objective of you as a product manager. To them, checking the boxes is more important than generating revenue and profit. This is called, no value add. In less polite society, it’s also referred to as “Revenue Prevention.”

What’s the anti-dote to such an inane stance? Education. Facts. Persistence. In combination and large doses. And bribes - little ones, of course e.g., coffee, bagels, schmooze, etc. Those help – sometimes. If you can prove to the process police, via profligate fact that their desires stand in the way of great riches, rather than enabling them, you may have a chance of getting beyond their insidious clutches and extricate your product from the evil (not necessary evil, mind you) of undesirable process activities.

Remember, KISS – Keep It Simple, Stupid. Your facts must be numerous, well organized, and simple to communicate / understand. Your delivery needs to be calm and reasoned. And above all, you must be persistent. For without these things, the unthinking, unblinking process will overwhelm all who stand in opposition. Your product will be left in the dust and those promising dollars will gladly head to your competitors, at which point in time even the, “I told you so’s” and the “process this, will ya!” won’t do you or your product any good.

Thus should be your mantra… KISS. Simple facts to educate in a persistent manner. Because at the end of the day, cash is fact, profit is theory, and process should be nothing more than a means to those ends, not the end itself.