前Ebay副总裁告诉你什么才是“产品管理”

The first thing I'd like to start with maybe what product ownership is not,I would argue it's not product marketing.A lot of people with the title of product manager are really,uh, product marketing.我们先聊聊什么不是产品管理，产品营销不是产品管理，很多人顶着产品经理的帽子，做着营销的工作。
If you think your job is to define market requirements, to define business cases, to collect customer requirements,Chances are you’re thinking product marketing.如果你的工作重心是定义市场需求、分析商业案例、收集客户需求，那你就是在做营销。
Another thing it's not, it's not project management.A lot of people from the old IT industry, thought their job was to gather customer requirements from the client document web and give them to engineering,That's also not product management.In fact, we call that the absence of product management.产品管理也不是项目管理，很多老IT人认为产品管理就是从客户文档中收集需求，然后交给程序员开发。这也不是产品管理。我们把这种现象称为对产品管理的误解。
So what product ownership is really about is the development team, your team is gonna work off the backlog.The product owner’s responsible for that backlog.What's on it and what's the priority of those items on the backlog.产品管理应该是：产品经理定义待开发任务，然后开发团队完成开发任务，产品经理定义待开发任务，并给出优先级。
By that reasoning, since software is all garbage in garbage out,the single most critical position on the product team, I would argue with that product owner.It's all the team is only gonna be is as good as what the product owner produces.So that's your ultimate responsibility.软件开发是一个种瓜得瓜，种豆得豆（GIGO）的过程。因此，我认为产品经理是最重要的角色。产品设计得差，开发出来的产品就差。所以，产品经理责任巨大。
Product discovery is the process how we figure out the minimum available product which is gonna be what goes on the backlog.So in order to come up with good stuff for the backlog, you really need three things.产品探索就是要定义基本产品。想要开发出好产品，你需要具备以下三个必要条件：
You need deep depth on that... you need real depth on the technology. You need to embrace the technology, learn technology fast, engaging good dialog with your developers.You also need to have good knowledge of user experience design. UX is a critical part of this component.And you also need to have deep knowledge of your customers, deep knowledge of your users.You only get that face to face really and with serious time spent on that.You also have to be an expert on your domain and on the market.第一，熟悉技术。只有了解技术，快速学习新技术，才能和开发团队进行良好的沟通交流；第二，熟悉用户体验设计（UX）。UX是好产品的必要条件。此外，还要熟悉客户和用户。要做到这点，必须花大量时间与他们面对面交流。第三，熟悉行业和市场。
When you put these together, you’ve got somebody really understand technology, right understand user experience, understand the market and understand your customers.Then you have a chance of putting together good decisions, making good decisions for that backlog.做到这三点：了解技术，了解用户体验，了解市场和客户。你才可能设计出优秀的产品，交给开发团队开发。
@七印部落《启示录：打造用户喜爱的产品》译者>>