Leveling Up as a Product Manager: Key Insights from Sebastian Borggrewe’s Just Product 2024 Keynote

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Sebastian Borggrewe’s keynote at Just Product 2024 felt like a hands-on game tutorial for product managers navigating the complex challenges of their roles. Drawing from the Product Masterclass, which has helped over 200 product managers in the past three years, Sebastian broke down the journey into five distinct levels—each filled with its own set of challenges and superpowers waiting to be unlocked. Here’s a breakdown of what it takes to “level up” as a PM and how you can start unlocking your own superpowers.

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LEVEL ONE: The Data Sword

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We all know the pain of being stuck in a feature factory—pushing out feature requests from all corners of the company, each one claimed to be the “most important.” The key to escaping this trap? Measurement.

• Main Problem: It’s tough to avoid the feature factory, where you’re constantly building but unsure if you’re delivering value.

• Solution: Measure the impact! Data is your sword that cuts through the fog of uncertainty and shows the true value of your work. If a feature doesn’t deliver, use this insight to challenge future requests—ask stakeholders to bring evidence next time.

• Unlock: Data Sword – Slay ambiguity with meaningful metrics that validate real impact.

Pro Tip: Always start with a baseline. When a feature doesn’t hit the mark, use that data to negotiate more effectively next time. It empowers you to focus on building what truly matters.

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LEVEL TWO: The Customer Voice Badge

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While it might seem obvious, Sebastian reminded us that the key decision-maker isn’t your CEO or even your stakeholders—it’s your customer. Understanding why they buy is crucial.

• Main Problem: It’s hard to connect what customers want with the actual reasons they buy.

• Solution: Go beyond surface-level insights. Dive deep into customer interviews, uncover real motivations, and speak their language.

• Unlock: Customer Voice Badge – Become the voice of the customer, connecting their needs directly to your roadmap.

Pro Tip: Don’t just ask customers what they want; ask why they need it and what problems it solves for them. Understanding this will shape your strategy and help you prioritize effectively.

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LEVEL THREE: The Stakeholder Trust Shield

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Stakeholder management is often the toughest mountain for PMs to climb. The secret to success? Building trust.

• Mini-Game: Climb to eye-level with your stakeholders by connecting personally, aligning on goals, and demonstrating transparency and accountability.

• Solution: Map out all your stakeholders and understand their interests. This gives you the tools to engage meaningfully and show them the value you’re delivering.

• Unlock: Stakeholder Trust Shield – Earn trust and gain the power to protect your decision-making process from unnecessary influence.

Pro Tip: Build trust early by being transparent with your progress, showing measurable results, and addressing issues proactively. Remember, stakeholders are more likely to trust you when they feel you understand their goals.

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LEVEL FOUR: The Product Discovery Wand

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The age-old PM complaint: “I don’t have enough resources.” Rather than defaulting to a project management mindset, use the tools you’ve collected to navigate this challenge.

• Main Problem: Many PMs end up being project managers, prioritizing tasks without truly filtering ideas or validating concepts.

• Solution: Break big projects into smaller parts, validate early with data and customer feedback, and test ideas before heavy investment. Use small wins to show measurable success.

• Unlock: Product Discovery Wand – Turn constraints into opportunities by creatively using discovery and validation techniques.

Pro Tip: Don’t wait for a perfect feature release. Focus on small, incremental tests that can demonstrate value without requiring heavy resources. This will also reduce risk and improve buy-in from stakeholders.

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LEVEL FIVE: The Roadmapping Key

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Prioritization and roadmapping are some of the hardest challenges product managers face. Sebastian highlighted that a roadmap is a reflection of how your organization prioritizes its goals, but it’s up to you to guide the process.

• Main Problem: Creating a roadmap that focuses on outcomes rather than just a list of features.

• Solution: Use all the tools you’ve unlocked—data, customer feedback, stakeholder trust, and discovery—to create a roadmap centered on business value. Prioritize based on what delivers the most impact.

• Unlock: Roadmapping Key – Open doors to influence and shape the organization’s priorities effectively.

Pro Tip: Start small. Prove the value of focusing on outcomes by demonstrating impact with early wins, then scale up your efforts to tackle bigger organizational challenges.

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Final Boss: You vs. Your Organization

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While the levels are challenging, the final boss is where the real battle happens. It’s a two-front war—against both your organization and yourself.

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Changing Yourself:

• Main Problem: Many product managers are career changers and start without formal training in the role. This makes it harder to excel at the complex responsibilities PMs face.

• Solution: Dedicate time to mastering levels 1–5. Continuously learn and practice these skills, focusing on what works for you.

• Pro Tip: Find mentors or peers who have faced similar challenges and learn from their experiences. Growth doesn’t happen in isolation.

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Changing Your Organization:

• Main Problem: Changing an organization’s approach to product management is tough, especially when it’s beyond your direct line of responsibility.

• Solution: Start small and grow over time. Don’t try to overhaul the entire company at once. Win over key stakeholders by solving their problems and demonstrating value.

• Pro Tip: Fight the “egg organization” (where product is stuck in the middle, surrounded by demands from all sides). Work toward influencing upwards by convincing your CEO through real results and then work your way down.

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Ready to Level Up? Play the Product Management Game!

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Sebastian’s keynote felt like a real-life strategy guide for product managers, packed with actionable insights and a clear path to “level up” your skills. Now, it’s your turn—equip yourself with the tools you need and start unlocking your superpowers!

Whether it’s learning to wield the Data Sword to cut through ambiguity or mastering the Stakeholder Trust Shield to gain the authority to prioritize effectively, the journey to becoming a great PM is filled with opportunities to grow. Remember, it’s not just about knowing the theory—it’s about making it work for you and your organization. Which level are you on, and what’s your next step to level up?

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