Scrum Master Toolbox Podcast: Agile Storytelling from the Trenches

Episode: Why Product Management is Broken and How to Fix It | Anton Zaides
Release Date: February 17, 2025
Host: Pasco Duarte, Agile Coach, Certified Scrum Master, Certified Product Owner
Guest: Anton Zaides, Director of Engineering and Author of Leading Developers

Introduction

In this compelling episode of the Scrum Master Toolbox Podcast, host Pasco Duarte engages in an in-depth conversation with Anton Zaides, a seasoned software engineer and leader with over 15 years of experience. The discussion centers around Anton's provocative article titled "Product Management is Broken," where he delves into the inherent flaws within current product management practices and proposes actionable solutions to address these issues.

Background of Anton Zaides

Pasco Duarte [02:15]:
“Anton is a seasoned software engineer and leader with over 15 years experience. From game development in Unity 3D to leading DevOps and scaling startups, Anton's journey is marked by rapid growth and in 2023 he began sharing his insights and experience for engineering managers, getting over 15,000 newsletter subscribers in under one year.”

Anton shares his journey from experiencing ineffective leadership training to creating his own platform, Leading Developers, aimed at providing practical, first-person stories and insights for engineering managers. His transition from theoretical courses to sharing real-world experiences underscores a core theme of the podcast: prioritizing actionable advice over rigid frameworks.

Identifying the Cracks in Product Management

Anton asserts that product management is fundamentally broken, a sentiment corroborated by numerous professionals across various companies.

Anton Zaides [05:57]:
"Product Management is Broken and I think it's got a few points that we need to explore."

1. Development of Unused Features

One of the primary issues Anton highlights is the creation of features that never see actual use:

Anton Zaides [06:40]:
"People develop features that are never used. I had it, a team in my department worked for three months on a feature that was canceled the day after it was released... it was humiliating for people."

This scenario exemplifies a lack of effective feedback loops and customer validation, leading to wasted resources and demoralized teams.

2. Increasing Software Complexity

Anton also points out the problem of software bloat, where products become overly complex with too many features, making them difficult to navigate for both new and existing users:

Anton Zaides [06:40]:
"Software is getting more and more complex... it's very, very hard."

This complexity not only hampers user experience but also poses onboarding challenges for new developers.

3. Lack of Incentive to Innovate

A significant issue lies in the misaligned incentives for product managers, who are often pressured to adhere strictly to roadmaps dictated by stakeholders rather than pursuing innovative solutions:

Anton Zaides [07:35]:
"Product managers have no incentive to innovate. Their main incentive is to deliver on the roadmap... It's a lot of risk... it's much easier to just add another feature."

This environment stifles creativity and prevents the exploration of potentially groundbreaking ideas that could better address customer needs.

Misalignment of Incentives and Roles

Anton delves deeper into the structural problems within product management, emphasizing that product managers are often more akin to project managers than true product leaders.

Pasco Duarte [15:24]:
"They need to create kind of a collaboration and understanding with the team and frankly delegate a lot of the detailed decisions to the team and the engineering leads, right?"

Anton Zaides [13:40]:
"Product managers... focused very detailed Jira tickets... classic project management. That's what project managers do, just make sure everything delivered on time... lack of product management."

This misalignment leads to product managers being restricted to administrative tasks, leaving little room for strategic decision-making and customer-centric innovation.

Bridging the Gap Between Product Management and Engineering

To address these issues, Anton proposes a more integrated and trust-based relationship between product managers and engineering managers.

Anton Zaides [20:28]:
"Trusting the product manager to take the right decisions... having product managers use their time to learn and go to the customers."

1. Fostering Direct Customer Interaction

Encouraging product managers and engineers to engage directly with customers can bridge the gap between development and user needs:

Anton Zaides [20:28]:
"Zoom started from COVID... but visiting customers in person provides invaluable insights that virtual meetings can't capture."

Pasco Duarte [30:12]:
"Especially in B2B businesses, visiting the customer and gaining firsthand insights into product usage is crucial."

2. Empowering Engineers Through Visibility

Giving engineers the spotlight in feature releases and customer interactions can enhance their connection to the product and its users:

Anton Zaides [28:52]:
"Let the engineer present it and develop relationships with the business... engineers really enjoyed."

This practice not only recognizes engineers' contributions but also fosters a sense of ownership and motivation by directly linking their work to customer satisfaction.

Proposed Solutions for Effective Product Management

Anton outlines several strategies to revamp product management practices:

1. Functional Organizational Structure

Shifting to a functional structure where product managers focus on the commercial aspects and engineering managers handle technical delivery can streamline responsibilities and reduce overlaps.

Anton Zaides [23:53]:
"Product managers should be in the commercial world... involving engineers in business decisions."

2. Introduction of Product Engineers

In early-stage startups, adopting a "product engineer" role—where engineers take on product management tasks—can enhance agility and reduce communication gaps:

Anton Zaides [26:18]:
"In early startups, hire product engineers... engineers are doing the discovery, they are doing everything."

This approach fosters a more holistic understanding of the product among engineers and can be effective in small teams.

3. Trust and Collaboration

Building trust between product and engineering managers is crucial for effective collaboration:

Anton Zaides [20:28]:
"Trust the product manager to take the right decisions... encourages engineers to focus on technical excellence."

By delegating day-to-day management to engineering leads, product managers can concentrate on strategic initiatives and customer engagement.

Recommended Resources for Further Learning

Anton shares valuable resources for those looking to deepen their understanding of effective product management and engineering collaboration:

• John Cutler's Newsletter: Focused on product management insights.
• Marty Cagan's Books: Particularly Empowered, which explores effective product leadership.
• Denny's Podcast and Newsletter: Features conversations with product and engineering leaders, including notable figures like Airbnb CEO Brian Chesky.

Anton Zaides [35:42]:
"Empowered by Marty Cagan... John Cutler and Denny's newsletter and podcast... These are essential reads/listens."

Conclusion and Actionable Insights

The episode underscores the critical need to overhaul traditional product management practices to foster innovation, reduce waste, and enhance team motivation. Key takeaways include:

• Reevaluate Incentive Structures: Align product managers' incentives with business outcomes rather than just roadmap adherence.
• Promote Direct Customer Engagement: Encourage both product and engineering teams to interact with customers to gain authentic insights.
• Foster Trust and Collaboration: Build a culture of trust between product and engineering managers to facilitate strategic decision-making.
• Adopt Functional Structures: Consider restructuring organizations to allow product managers to focus on commercial aspects while engineering leaders handle technical delivery.

Pasco Duarte [38:02]:
"Remember that sharing is caring. Share this podcast and let other Scrum Masters know about this valuable resource for their work."

By implementing these strategies, organizations can address the inherent flaws in current product management practices, paving the way for more innovative, efficient, and user-centric product development.

Notable Quotes:

• Anton Zaides [05:57]:
  "Product management isn't working, that it is fundamentally broken."

• Anton Zaides [07:35]:
  "Product managers have no incentive to innovate... They need to deliver on time, which stifles creativity."

• Pasco Duarte [15:24]:
  "They need to create kind of a collaboration and understanding with the team and frankly delegate a lot of the detailed decisions to the team and the engineering leads."

• Anton Zaides [20:28]:
  "Trust the product manager to take the right decisions... If you were trusting the product manager, definitely I would be happy to take all those things and focus on the technical."

Connect with Anton Zaides:

• Newsletter: Leading Developers on Substack
• LinkedIn: Anton Zaides

This episode serves as a crucial guide for Scrum Masters, Agile Coaches, and product teams aiming to refine their product management practices and foster a more collaborative and innovative development environment.