495: The reframing secret to getting a product management job – with Mary Baird

Product Mastery Now for Product Managers, Leaders, and Innovators

How to successfully transition to a product management role

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TLDR

Transitioning from one career to another is full of challenges, especially when the two fields seem vastly different. However, as Mary Baird’s inspiring story shows, a successful pivot from nonprofit leadership to product management is not only possible but also incredibly rewarding. In this article, we’ll explore Mary’s journey, the strategies she used to reframe her experience, and the valuable lessons she learned along the way.

From Nonprofit Leadership to Product Management

Mary Baird spent a decade in various nonprofit leadership roles, handling a wide range of responsibilities, from donor development and resource management to program management and even website design. This diverse experience, she found, was not unlike working in a product environment. Both require wearing multiple hats, adapting quickly, and managing complex initiatives with limited resources.

When Mary was asked about considering a role in a global for-profit company, she was both excited and apprehensive. While confident in her nonprofit expertise, Mary wasn’t sure if her skills would translate to a product management role. Determined to make the transition, she sought guidance from Chad McAllister, host of the Product Mastery Now podcast.

Making a career change to product management can be intimidating, especially when coming from a seemingly unrelated field. However, Mary’s experience in nonprofit leadership provided her with a unique set of transferable skills that would prove invaluable in her new role. These skills included:

• Stakeholder management and communication
• Complex problem-solving and decision-making
• Resource allocation and budgeting
• Program development and implementation
• Adaptability and resilience in the face of challenges

By recognizing the value of these skills and learning how to effectively articulate their relevance to product management, Mary set herself up for a successful transition.

One of the key similarities between Mary’s nonprofit work and product management was the focus on understanding and meeting the needs of a target audience. In the nonprofit world, this meant identifying the needs of the community and developing programs and services to address those needs. In product management, it involves understanding the needs and pain points of customers and creating products that solve their problems.

Another transferable skill that Mary brought from her nonprofit experience was the ability to collaborate with and influence a diverse group of stakeholders. In her previous roles, she worked closely with board members, donors, volunteers, and community partners to achieve common goals. This experience prepared her for the cross-functional nature of product management, where success often depends on the ability to align and motivate teams across different departments and disciplines.

Preparing for the Transition

To prepare for her career change to product management, Mary focused on three key areas:

1. Immersing herself in product management podcasts to learn the language and concepts of the field
2. Reframing her nonprofit experience to highlight transferable skills relevant to product management
3. Participating in mock interviews to practice communicating her value and making authentic connections

By listening to podcasts like Product Mastery Now, Mary began to see parallels between her nonprofit work and product management. For example, she realized that the fundraising campaigns she led were essentially selling intangible products, requiring her to articulate value propositions, manage stakeholder expectations, and measure success through key metrics. She was selling a product that you cannot touch, hold, or take home. And in Mary’s opinion, that’s one of the hardest things to sell.

Mary also inventoried her skills and accomplishments, identifying transferable expertise such as complex problem-solving, stakeholder management, and program development. She reframed her experiences using product management terminology, drawing connections between her nonprofit initiatives and product development processes.

For example, Mary had led a successful capital campaign to fund the construction of a new community center. In reframing this experience for product management, she highlighted how she:

• Conducted market research to identify the community’s needs and preferences
• Developed a compelling value proposition for potential donors
• Created a roadmap for the campaign, outlining key milestones and deliverables
• Managed a cross-functional team of volunteers, staff, and contractors
• Adapted the campaign strategy based on feedback and changing circumstances
• Successfully delivered the project on time and within budget

By reframing her nonprofit experience in this way, Mary was able to demonstrate her product management potential and make a compelling case for her ability to thrive in the role.

Another critical aspect of Mary’s preparation was gaining a deep understanding of the product management process and the various methodologies and frameworks used in the field. She read extensively about agile development, lean startup principles, and design thinking, seeking to understand how these concepts could be applied to her work.

Mary also reached out to product managers in her network, asking for advice and insights into the day-to-day realities of the role. These conversations helped her gain a more nuanced understanding of the challenges and opportunities facing product managers and provided valuable guidance as she prepared for her transition.

Navigating the Interview Process

Armed with her newfound knowledge and reframed experience, Mary faced an intensive interview process involving seven stakeholders across various functions. To prepare, she researched each interviewer’s background and tailored her responses to their perspectives. This preparation allowed her to make authentic connections and demonstrate her value, even when faced with unexpected questions.

One particularly challenging moment came when the VP of Marketing asked about her sales aptitude. Drawing on her experience fundraising millions for intangible services, Mary articulated how her skills translated to a sales context, impressing the interviewer and ultimately securing the job offer.

Interview Tips for a Product Management Career Transition
Research the company and interviewers to tailor your responses Reframe your experience using product management language Highlight transferable skills and draw connections to the role Prepare for unexpected questions through mock interviews Demonstrate your value through specific examples and metrics

In addition to these tips, it’s essential to showcase your passion for product management and your willingness to learn and grow in the role. Share examples of how you’ve taken initiative to expand your knowledge, such as attending product management workshops, reading industry blogs, or collaborating with product managers in your network.

During the interview process, be prepared to discuss your problem-solving approach, your experience with data-driven decision-making, and your ability to collaborate with cross-functional teams. Use storytelling techniques to make your experiences memorable and relatable, and don’t be afraid to ask thoughtful questions about the company’s product strategy and culture.

Mary’s interview process also highlighted the importance of adaptability and thinking on one’s feet. When faced with unexpected questions or scenarios, she drew upon her diverse experiences and transferable skills to provide thoughtful, relevant answers. This ability to adapt and apply her knowledge to new situations demonstrated her potential as a product manager and set her apart from other candidates.

Another key factor in Mary’s success was her ability to build rapport and make authentic connections with her interviewers. By researching their backgrounds and tailoring her responses to their perspectives, she demonstrated a genuine interest in the company and the role. This approach helped her stand out as a candidate who not only had the necessary skills but also the interpersonal qualities to thrive in a collaborative, cross-functional environment.

Key Takeaways for Aspiring Product Managers

Mary’s successful career transition offers valuable lessons for professionals considering a move into product management:

1. Embrace a nontraditional background and identify transferable skills
2. Immerse yourself in the language and concepts of product management
3. Reframe your experience to highlight its relevance to the new role
4. Prepare thoroughly for interviews, researching the company and tailoring your responses
5. Make authentic connections by demonstrating your value and unique perspective
6. Continuously learn and adapt, bringing your work ethic and commitment to the new field

As Mary’s story shows, a successful transition from nonprofit to product management is achievable with the right mindset, preparation, and willingness to learn. By leveraging transferable skills, reframing experience, and communicating value, professionals from diverse backgrounds can pivot into rewarding product management careers.

It’s important to remember that a career transition is not a one-time event, but rather an ongoing process of learning, growth, and adaptation. As you embark on your journey into product management, be prepared to face challenges, make mistakes, and learn from them. Seek out mentors, join professional communities, and continuously invest in your skills and knowledge.

One of the most important qualities for aspiring product managers is a growth mindset. Embrace the idea that your skills and knowledge can be continuously developed and refined, and approach each new challenge as an opportunity to learn and improve. This mindset will serve you well not only during your transition but throughout your entire product management career.

Another critical aspect of a successful transition is building a strong network within the product management community. Attend industry events, join online forums and groups, and seek out opportunities to connect with experienced product managers. These connections can provide valuable advice, support, and even potential job opportunities as you navigate your new career path.

Conclusion

As the demand for skilled product managers continues to grow, professionals from diverse backgrounds have the opportunity to pivot into this exciting and impactful field. By learning from success stories like Mary’s, aspiring product managers can gain the insights, strategies, and inspiration needed to navigate their own career transitions.

Remember, a successful product management career change starts with embracing your unique background, reframing your experience, and continuously learning and adapting. With dedication, preparation, and a commitment to providing value, you too can embark on a rewarding journey in the world of product management.

As you take the first steps toward your new career, embrace the challenges and opportunities that lie ahead. Draw strength from your unique experiences, lean on the support of mentors and colleagues, and never stop learning and growing. With persistence and passion, you can build a thriving career in product management and make a lasting impact on the products and people you serve.

Useful link:

• Connect with Mary on LinkedIn
• Prepare for the next step of your product career by taking our training. See the three options.

Innovation Quote

“Try not to become a man [or woman] of success, but rather become a man [or woman] of value.” – Albert Einstein

Application Questions

1. Reflecting on your own career journey, what transferable skills from your previous roles have been most valuable in your transition to product management? How have you leveraged these skills to drive success in your current position?
2. When reframing your experience for a product management role, what strategies have you found most effective in communicating your value and expertise to potential employers or stakeholders? Share an example of how you successfully translated a past accomplishment into product management language.
3. Preparing for product management interviews can be challenging, especially when faced with unexpected questions. What techniques have you used to anticipate and practice responding to a wide range of inquiries? How have you demonstrated your ability to think on your feet and adapt to new challenges?
4. Building authentic connections is crucial for success in product management, both during the job search process and in day-to-day work. How have you cultivated relationships with key stakeholders, such as interviewers, colleagues, or customers? Share an example of how fostering a genuine connection has led to a positive outcome in your product management career.
5. Continuous learning and adaptation are essential for long-term success in product management. What resources, such as podcasts, books, or courses, have you found most valuable in expanding your product management knowledge and skills? How have you applied these learnings to your work, and what impact have they had on your professional growth and performance?

Mary’s Bio

In this episode, we were joined by Mary Baird, who successfully went from a role in a non-profit organization that was focused on event management to a product management related-role for a product family with a global customer base, nearly doubling her salary at the time. Since then, her roles have evolved and she is the Director of Customer Operations at Hach, a Veralto Company .