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How to be a Digital Products Ninja by
ServiceNow Sr. PM

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Manjeet Singh
TONIGHT’S SPEAKER

● Group PM @ ServiceNow
● Product Manager @HP
● Founder of Agile Fitness
● Various roles@ Startup

What will you learn from this
presentation?
1. What it means to be a Ninja PM?
2. Future of digital Product Management
3. Principals/Framework/Tool-set for PM’s growth
4. How to assess gaps and continuously level up
5. Lesson learned and Key takeaways

What it means to
become a Ninja PM?
● Pushing limits to continuously discover, develop and
deliver values to your customer and your organization.
● And become the best product leader possible.

Understand the basic
principles, frameworks and
success drivers
Treat your growth as PM leader
like you would any product
Build continuous Improvement
mindset and execute
You do not need a formal title to become a Ninja PM

Future of Product
Management

Why the PM role is becoming more important
in the digital world?
Today, basic physical, digital and
biological technologies are intersecting
to create exponential change
In short, we are faced with designing
the systems of the future
accommodating both technology AND
people

Think about these scenarios now?
1. HUMAN LONGEVITY BECOMES > 200 YEARS
2. SELF-CRASHING CARS
3. POLITICAL MANIPULATION BOTS
4. KILLER ROBOTS/DRONES
5. FAKE VIDEOS

Principals, Framework,
Tool-set for growth in
the PM role

Product
Manager
Analytical
Sense
Product
Sense
Execution
Sense
Artificial Intelligence/Machine Learning/BlockChain/IoT/Cloud (Technologies)
User Needs/Experience (People)

Understand the success drivers
Image:Talk from Product that count

Product sense: the ability to usually
make correct product decisions even
when there is significant ambiguity.
Execution sense: the ability to align
people towards an objective and
orchestrate complex projects.
Analytical sense: the ability to frame the
right questions, evaluate a problem from
multiple facets, simulate outcomes, be
able to use data as well.
10-30-50 framework for growth in the PM Role
Credit: Shreyas Doshi

How to assess gaps and continuously
level up?

Manage your career like a project
My Skills Today
Gap: Additional Skills
Goal: Become the best
PM leader

Level up the minimal viable PM skills
1. Metrics that matters to PM
2. API Skill for PMs
3. SQL/Data Skill for PMs
4. Learn to Draw on WhiteBoard
5. Create easy to understand Roadmaps

Time Management
1. Master these meetings
a. Requirements gathering
b. Planning
c. Retrospectives
d. Product demos
2. Capture notes/ideas into one place
3. Direct and delegate
4. Carve out the time to think strategic
5. Deep breath often

Become a student of useful frameworks
● AARRR: Startup Metrics for Pirates
● HEART: How to choose right UX metrics for your product
● How to get requirements right: The 5 W's & H
● How to prioritize: Cost benefits, weighted scoring
● 4P’s of Marketing (Marketing Mix)
● 5 C’s of Product Pricing

Continuous Improvement process for PMs
Be curious about
users, industry,
technology
Uncover Problems
worth solving
Identify
Measurement KPIs
Align with Business
Goals
Bring
Improvement
ideas/Initiative to
a central place
Prioritize the right
use cases
(Customer +
Business
focussed)
Do rapid
experimentations
and design sprint
Gather required
data for
Analytics/AI
Build Feedback
Loops
Continuous
measurement and
Transparency
Have a Fallback
Plan
Show the Value
Achieved
Reapeat again
ExecuteIdentify Plan Review

Focus on creating and delivering the
value

1. What value is my
organization providing?
2. How is my organization
creating value?
3. How is my organization
delivering value?
4. How is my organization
capturing value?
Use a lightweight business model canvas

Customer Experience Measurement

Lesson learned and Key takeaways

Mistakes to avoid
Build products
without fully
understanding
the customer
problem
Keep building
feature after
feature that
nobody uses
Losing site of
customer
experience
(Functional,
Social and
Emotional
needs)

Testing your idea
● Timing and execution is critical once you have a good
idea
● Share it internally within cross functional teams
● Prototype and early customer feedbacks
● Share externally: Friends/Blog/Quora
● Learn and adapt- A/B Testing, Usage behavior tracking

Design Phase
● Rapid Experimentation & Design Thinking- because it
allows to frame and reframe the problem
● Become self dependent if UX resources are not
available
● Keep it simple - complex solution has a huge cost
● Whiteboard all ideas and carefully look at intersection for
new innovation possibilities

Execute
● Build relationship with the people
● Never lose sight of social and emotional aspect of the
customer. Critical for B2B products as well
● Avoid specials (no customization for one customer)
● Leverage data to make decisions - data is most useful
when you come to it with a question

Takeaways

Key Takeaways
1. Create a career roadmap and make your manager
accountable for your growth.
2. Focus on learning, test your idea quickly, become
customer champion asap
3. Be intentional about the product you work on. Pick core
products or new one that align well with long term
strategy.
4. Become a student of framework that will make you more
effective
5. Take Coaching and Mentor others

Additional takeaway if you manage AI/ML
products
1. PM should drive/get involved in the AI strategy
2. Find the right use case to solve
3. Create a data acquisition strategy
4. Do rapid experimentations and design sprint
5. Construct a feedback loop
6. Measure relative performance
7. Have failback (if face recognition does not work?)

Do not forget to take care of your health and
wellness.
(Physically, Emotionally, Creatively, Spiritually)
- Coach Manjeet

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