From the 90s to Now: Exploring Product Management Origins
- Sun Ok
- Jun 10, 2024
- 4 min read
Product management has evolved significantly over nearly a century, growing from a small business function to a crucial role in tech and other industries. My journey into product management began when I discovered the term "product owner" during my studies at Bilkent University around 2011-2012. While it didn't initially catch my eye, the realisation of its significance came 5 years later, after transitioning to a product manager role from a developer role.
This chapter will explore the history, key milestones, and transformations in product management, providing a clear understanding for both aspiring and seasoned product managers and hoping to give you the start I realised I needed at the beginning of my career.
Product management's origins
Procter & Gamble is the birthplace of "Brand Men."
In 1931, Neil H. McElroy wrote a memo at Procter & Gamble, laying the groundwork for product management. This memo introduced the concept of "Brand Men" who were tasked with ensuring the success of specific products by focusing on customer needs and effective marketing strategies.
Key Responsibilities of "Brand Men" Included:
Conducting thorough analyses of brand performance, including unit shipments and promotional history.
Developing detailed plans to address weaknesses in brand performance and overseeing their execution.
Taking full responsibility for advertising plans and costs, collaborating closely with sales teams to drive results.
As a product manager, I've come to appreciate the importance of being the customer's voice within the company, advocating for their needs and preferences over the years. Their main goal was to understand what customers wanted and use smart marketing strategies to get it. That is why this role is considered the precursor to modern product management [1].
Influence on Hewlett-Packard and Organisational Structure
Bill Hewlett and David Packard adopted McElroy's principles at Hewlett-Packard (HP), creating an organisational structure where each product group operated like a mini-company. This structure emphasised customer focus and product accountability, laying the foundation for modern product management practices [2].
Key Developments in Product Management
The 1990s: Software and Agile Methodologies
In the 1990s, product management expanded from consumer goods to software. The rise of lightweight software development methods like Scrum in 1995 marked a significant shift. Programme managers evolved into product managers, acting as a bridge between technology and development teams [2]. My experience with different methodologies highlights the importance of adapting to team dynamics.
The 2000s: Agile Manifesto and Google’s APM Programme
The Agile Manifesto, created in 2001, emphasised customer collaboration, adaptability, and iterative development. This change fostered closer cooperation between engineering and product management. In 2002, Google launched the Associate Product Manager (APM) programme, training future product leaders and solidifying product management's importance in tech companies [3][4].
The 2010s: Global Community and Educational Resources
In the 2010s, product management witnessed a significant embrace of Lean methodologies and the Minimum Viable Product (MVP) concept, enabling product managers to test assumptions, gather user feedback, and make iterative improvements without extensive upfront investment [4]. Lean principles, derived from the Lean Startup methodology pioneered by Eric Ries [5], emphasize the importance of validating assumptions and iterating quickly based on customer feedback.
Product managers increasingly adopted Lean practices to streamline development processes, minimize waste, and maximize value delivery. Alongside Lean, the concept of Minimum Viable Product (MVP) gained prominence, advocating for the release of a product with minimal features to validate market demand and gather early user feedback.
This approach revolutionized product development by enabling rapid experimentation and iteration, allowing teams to course-correct based on real-world insights rather than assumptions alone. The combination of Lean methodologies and MVP strategies became foundational pillars in modern product management, driving innovation and efficiency in product development cycles.
The 2020s: The role of remote work and AI in product management is significant.
Remote work has become increasingly prevalent, offering new opportunities and challenges for product managers. This is especially true for individuals with ADHD, such as myself, who find it easier to regulate and maintain routines at home. I've found that working remotely has become more enjoyable in recent years. I could build myself a routine where mornings are my focus times, using the morning quiet times to get the most valuable work out of myself. There are also more online events, you can meet product managers from all over the world or follow them on social media without leaving the comfort of your home.
Furthermore, the potential for AI to improve the role of product managers is enormous. AI can provide valuable insights and streamline processes, but it is critical to address the issues of privacy and trustworthiness when using AI tools. These tools should supplement, not replace, human judgement. The key is to integrate AI into your workflows and adapt before AI completely replaces our roles.
Conclusion
In summary, the journey of product management has been shaped by history, technology, and personal experiences. As a product manager, you play a vital role in this ongoing evolution. Every milestone, from the early days of brand management to the rise of agile methodologies, has influenced the field's development. Now, as we look ahead, it's important to consider which milestones have had the greatest impact.
What do you think? Share your thoughts on the key moments that have shaped product management.
Happy product managing!
Resources
The history and evolution of product management | https://www.mindtheproduct.com/history-evolution-product-management/
Product Management History: The Nineties, The Noughties, and Beyond | https://productschool.com/blog/product-strategy/product-management-90s-vs-2020
A Brief History of Product Management: Starts With a Spark | https://www.productplan.com/learn/history-product-management/
The History of Product Management | https://www.aakashg.com/history-of-pm/
Inspired Book by Marty Cagan
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