"What’s wrong with product managers? The word “product” gives away the problem. The product manager role is anchored in the product–which in our opinion contributes to a myopic view of the market. Since a primary function of the company is innovation, this key role should have a broader orientation than just the company’s products (see our prior article on this). This role should take on a market perspective that fosters new thinking, discovery and development that extends well beyond today’s products. To revolutionize this important role, we believe it should be anchored on the customer’s “job-to-be-done”, not the product.
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A company that is focused on the customer’s job-to-be-done instead of the company’s products is much more likely to take a broader view of the market. This would include an expanded view of the competition and potential opportunities for growth.
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A traditional product manager has a solid understanding of the products they create and sell. Job Managers, on the other hand, have an intimate knowledge of their customer’s job-to-be-done and the metrics that customers use to measure success when getting the job done."
Trechos retirados de "Product Managers Are Obsolete; Focus on the Job-to-be-Done"
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