Aligned

Product management naturally incorporates empathy, psychology, and thinking outside the box in pursuit of the best design for products. But how often do you apply those same skills to your relationships with people in your company?

By breaking the art of stakeholder management into simple lessons and frameworks, this practical book shows product managers how to manage the crucial relationships that will help you make an impact and advance your career. You’ll learn how to build trusting relationships with stakeholders, optimize your communication for different audiences, get buy-in for your ideas and roadmaps, and have stakeholders appreciate it when you say no.

You’ll learn how to:

• Build and maintain trust with your stakeholders
• Map your organization and identify the real power players
• Establish roles and build an extended team that works well together
• Communicate in a way that speaks to the needs and goals of different stakeholders
• Get buy-in on your ideas and roadmap
• Make stakeholders appreciate and support you when you say “no”
• Sustain buy-in over time
• Manage difficult stakeholders and personalities

Table of Contents

Chapter 1: Organization

Chapter 2: People

Chapter 3: Rapport

Chapter 4: Trust

Chapter 5: Roadmap

Chapter 6: Changes

Chapter 7: Challenges

Chapter 8: Epilogue

About the Authors

Bruce McCarthy, Founder of Product Culture, helps companies like EGYM, Kaleyra, Localytics, Nuance, and Socure achieve their product visions through advising, coaching, and workshops. He is President Emeritus of the Boston Product Management Association and a head judge at the annual Harvard Business School New Venture Competition. Bruce co-wrote Product Roadmapping Relaunched: How to Set Direction While Embracing Uncertainty.

Melissa Appel has 20 years of experience in product management, UX research, and product design, spanning a variety of industries and company sizes. She is currently Associate Director of Product Management at Wayfair, leading product for end-to-end fulfillment center processes and technology. She led the Mentorship Committee of the Boston Product Management Association for two years and continues to volunteer.