The Evolution of Product Management: What Airbnb’s Shift Reveals
At Figma’s Config23 conference, Brian Chesky sparked a heated debate when he announced that Airbnb was eliminating its product management function. The news sent shockwaves through the product and design communities, leaving many wondering about the future of product management. In this post, we’ll delve into Chesky’s statement, exploring different perspectives on the role of product management in the tech industry.
A New Era for Product Management
Chesky’s statement was met with a mix of excitement and skepticism. Some designers in the audience cheered, while product managers were left wondering if their careers were at risk. The tweet “The Death of Product Management” was viewed six million times, with many calling for product managers to rethink their career choices. However, as the dust settled, it became clear that Airbnb wasn’t abolishing product management altogether – it was simply evolving the role.
Airbnb’s Shift: A Merge of Product Management and Marketing
In reality, Airbnb merged its product management and product marketing functions into a single unit. Product managers are now expected to take on more responsibilities, including publicly promoting their work. This shift is reminiscent of brand manager roles in the consumer packaged goods (CPG) industry, where managers oversee both product development and marketing.
The Role of Product Management in Tech Companies
Chesky’s statement highlighted a common problem in the industry: when companies have multiple products, roadmaps, and decision-makers, it can be challenging to navigate. Airbnb’s rapid growth led to a shift away from its design-led culture, and Chesky looked to Apple as a benchmark for product management. Apple, like Airbnb, is a design-led company, whereas companies like Google and Intel are more engineering-led. This difference in culture affects how product managers operate and communicate within their organizations.
The Importance of Flexibility in Product Management
As product managers move up the career ladder, communication becomes a crucial part of their job. They must be able to speak the language of their company to influence decisions. In engineering-led companies, design-led proposals may be seen as lacking hard data, while in design-led companies, engineering-led proposals may be viewed as lacking customer empathy. Product managers must be flexible and adapt to their company’s unique culture and stage.
The Future of Product Management
Chesky’s statement will undoubtedly impact how the role of product management is viewed in the future. However, product management has always been an adaptable function, and its evolution is a natural response to changing company needs. As companies grow and mature, their product management functions will morph into something new. The key for product managers is to remain specialized and valuable, even in the face of change.
Closing Thoughts
In conclusion, Airbnb’s shift in product management is not a death knell for the role, but rather a sign of its evolution. Product managers must be prepared to take on new challenges and adapt to their company’s unique culture and needs. By doing so, they can continue to thrive in an ever-changing industry.