How can product leaders build trust and align stakeholders? In this episode of Product Talk hosted by Nacho Andrade, Product Culture Founder Bruce McCarthy and Executive PM Coach Melissa Appel speak on the critical importance of stakeholder management in product development. They discuss their new book “Aligned,” which they describe as the “missing manual” for getting product done, focusing on the often-overlooked skills of aligning teams and building trust with key stakeholders. They share personal experiences, practical techniques, and the underlying principles of effective stakeholder management, emphasizing the need for authenticity, curiosity, and a human-centric approach. The discussion provides valuable insights for product managers at all stages of their careers, as well as anyone working in cross-functional teams, on the art of navigating organizational dynamics and ensuring successful product outcomes.
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Show Notes
- Stakeholder management is the “missing manual” for getting product done successfully.
- Aligning the team behind a product is critical, even if the product itself is great.
- Building trust and rapport with stakeholders is foundational to effective collaboration.
- Maintaining human connections and being vulnerable/relatable is important, especially in remote work.
- Techniques like “mining for conflict” and “fist of five” can surface hidden concerns.
- Stakeholder interviews are similar to customer interviews – focus on understanding motivations.
- Tone, body language, and word choice can convey very different attitudes when communicating.
- Product managers can apply their skills in “therapy-like” relationship building and problem-solving.
- Promoting from individual contributor to manager requires developing stakeholder management skills.
- Transitioning to executive roles demands a shift from product expertise to executive presence.
- Stakeholder management is important even in small companies with few products.
- Shallow or “fake” alignment can occur when stakeholders don’t feel safe being fully transparent.
- One-on-one “shuttle diplomacy” is often where the real work of alignment happens.
- Curiosity, empathy, and a genuine desire to understand stakeholders’ perspectives are key.
- Defining relationship goals and success metrics can help manage difficult stakeholders.
- Stakeholder management skills are valuable not just for PMs, but across functions.
- The Apple Vision Pro is an example of a product that seems “magical” in solving a problem.
- Venmo’s simplicity and seamlessness make it a beloved product.
- Passion and the ability to convey excitement about a product are important.
- Aligning stakeholders is often the difference between product success and failure.
About the speaker
Bruce and his team help companies like NewStore, Camunda, hyperexponential, Socure, and Toast achieve their product visions through Advising, Accelerator programs, and the Product Culture Community. Bruce is a serial entrepreneur and team leader. He literally wrote the book on roadmapping: Product Roadmaps Relaunched: How to Set Direction While Embracing Uncertainty. His next book, Aligned: Stakeholder Management for Product Leaders, came out this year. He is President Emeritus of the Boston Product Management Association and a head judge at the annual Harvard Business School New Venture Competition.
About the host
Nacho is an Evangelist for all things product, advocating for innovation, diversity, and building amazing products. Nacho has spent over 10 years in product roles ranging from startups to enterprise in industries like education, healthcare, finance and gaming.