We all know people who are feeling the impact of the economy. It’s a shame, and if we’re lucky enough to not be in the job hunting market, then, well. We’re just lucky. Nothing else to say here.
But, for those who are currently looking. There are some great words of wisdom to share.
Jason Alba writes about Job Search and Networking Introductions and I couldn’t agree with him more.
In this challenging economic environment, I am thankful to be employed and happy to assist others whenever I can. However…
how do you introduce yourself and ask for help. I recently received a LinkedIn invitation to connect that went something like this (slightly edited, just taking a few words out):
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Hi,
I noticed that you’re a Product Marketing Manager at [Acme] Corporation.
Would you please give me the name and contact information for the appropriate person to whom I may send my resume?
My position at [OldCo] was eliminated as part of a reduction in workforce last month.
I’m looking for a new position in marketing, business development, or sales.
Also, may I please add you to my professional network on LinkedIn?
John
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That was it. How many requests do you get like this? Expect the number to go up this year, as more people who have been heads-down employees start to navigate the job search. Looking in from the outside, think of yourself as a product and me as the buyer. Sell benefits to me.
Here is my very public response:
I know this is HIGHLY unsolicited advice, but I see this type of request coming through more frequently, so let me suggest something to you (or whoever wants to listen) – if this offends you, sorry, but hopefully it helps as you network during your job search.
You are asking me to part with a very valuable asset (my contacts) without any hint of context or motivation. You can simply go to Google or the yellow pages for that. I can give you a name or two, but they are virtually useless, especially when everyone and their dog is going to them right now for help that actually have my endorsement to do so because we have met, talked and targeted optimal opportunities to network further.
Might I suggest you pose your question a little differently? I have no idea WHO you are and WHAT you do. Not to mention we don’t have a relationship, but beside that, I really need to know more about you before I refer you to any network contact of mine (which I value greatly). You are asking to trade on my good reputation which I work hard to protect and improve.
You really have to give me something to go on. What about:
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“My name is _______ and I am connected to you (how?)
My current job ends a week from today. I have known about this for the last month and have been getting my job search in order, and networking as much as I can. I am wondering if you might have any recommendations for helpful recruiters, employment agencies, or people to whom I should talk?
I am in [city] and specialize in the _________ field. In my last job I (tell a story here that helps me wrap my brain around your value add).
I am looking for a role as a (job title). Ideally I would like to work for a company like (target company A, target company B, target company C). (Give me more context so I want to meet you in person)
I really do not expect you to open the kimono without getting to know me a little bit. So, before I ask for any network contacts I should talk to, would you be open to me buying you a cup of coffee one night next week?
I appreciate any help you might have to offer. If you think it would help, I can send you my resume or any other information.
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From the outside-in view, if we treat ourselves as a product, and highlight our benefits, how we can help solve the problem, what we can offer – even as we ask to receive, and take a systematic approach to our requirements, it very well could yield the desired goals.
Thoughts?
Not to sound too much like the personable and well-groomed Cranky PM, but jeez, can’t a product manager get a break?
It’s hard enough to do all the things you know you should be doing in your role without the constant updating of sales tools, templates and yet one more PowerPoint that says the same thing as the last one in a different way. It’s hard enough to carve out a little time during an already overworked long week – when 60 hours is the norm not the exception.
And, then it hits! As a product manager you get used to people who think they can do your job better. In software and hardware, it’s the engineers – who think your role is not necessary. In services, the delivery teams all think that you don’t “get it.” So, how do you react when now it’s sales who wants to play product developer.
Sales! Yes, sales! The same team that focuses on the needs of one – whichever account they are trying to close today. The same team that makes you redo the PowerPoint that speaks to many, because their situation is different. They now think they know what to change in the product structure to make it [insert word here: faster, better, smarter, able to jump tall buildings in a single bound, see through walls, etc.]
And, if that isn’t enough, let’s get the management on board. They’ll eat it. They eat anything. Hey Mikey!
Looking in from the outside, if these teams would let product management do their job – validate the need, perform the market sensing analysis (whatever or however that is done in the environment,) actually use the tools that were created – it might really work. Imagine that.
Oh, and give it a chance before you throw it away to do over.
I saw the story Dave Henderson wrote about the Ketchum Advertising exec who used Twitter to express personal feelings about the City of Memphis as he was on his way to visit a large client, FedEx.
Henderson, and others, have been “bashing” this exec for his views while applauding FedEx employees for their response. The general feeling is that company exec needed to be more considerate of the the environment where their client live.
Jeremiah Owyang’s comments got it right – “he is allowed to think what he wants, and say what he wants” and that there is a need to be careful not to write what you won’t say face-to-face.
But, it also goes one step further: Twitter, and blogs, are “short media” options. A one line comment does not always tell the whole story. Looking from the outside, let’s remember to keep comments in context. The story needs to be understood before opinions become “facts.” Sometimes, the short media option may not be the best.
David Meerman Scott wrote an interesting piece called “When lawyers get in the way of PR”
In one organization I know very well, the legal beagles review every customer facing document. Not just press releases, but new product announcements, product literature, advertisements – everything… it is for our own protection. Don’t want to get into legal action, do you?
What if we marketing/management types just agreed to tone down the hype a bit? Would it prevent the legal beagles from knocking the teeth (and benefits statements) out of every attempt at customer facing communication? Could we restrain ourselves from making outrageous claims given a bit of training? Did you get coaching prior to your first on-the-record media interview?
Let’s take this to the next step – looking from the outside in… What if the Marketing team had to review every legal document (contracts, proposals, license agreements, etc) to remove all the unintelligible gobbledygook that some call legalese? Would straight talk, benefits-oriented legal documents be more clearly written? Better understood? Less likely to disagree? Lower chance of lawsuits? Would the teeth be pulled from that partnership agreement?
I’d love to hear from lawyer types what they think about this and also from the Marketing folks.
When gathering feedback for market requirements, as a product manager we all too often simply take out our handy ever-expanding excel spreadsheet (very few of us actually use a true tools application.) We look over the list, and add another tick next to the item we just heard.
The better product managers, as we all know, actually gather feedback from the market, and not simply let the development teams run the world. But, are even these better PMs listening to everything that is said? Or, are we still focused on market feedback for features?
So, where does ownership of the company’s product warranty process reside? I recently had an experience with a consumer good that failed after only one month of use. I called the toll-free phone number provided by the manufacturer only to be told that I had to pay $10 plus shipping to get a replacement product sent to me that had failed under normal use. While I do not have access to product failure data, and do not know how frequently it happens at this particular manufacturer (I do know that I was on customer service hold for several minutes), why would the customer be expected to pay extra to fix the company’s problem. Why wouldn’t the customer go to the local store (immediately gratified) and purchase a competitive product right away? Is it brand loyalty? Is it a need to make the company pay?
An outside in view might suggest that this particular company would be well served by listening to their customers. Many customers would be offended to fork over additional cash to replace an obviously defective product. How would you have handled it? Will it help you as a PM listen better?
