The Evolution of Product Management from Brand Managers to Tech Product Managers

Product management is a diverse field that has roots in multiple industries. The concept of a product manager as we know it today has its origins in the realm of marketing and was famously pioneered by the godfather of brand management, Neil McElroy. This article delves into the origins of the product manager role and traces its evolution into tech product management.

The Emergence of Brand Managers

During the early 20th century, competition in the consumer packaged goods (CPG) industry was fierce. Neil McElroy, a key figure in Procter Gamble (PG), recognized the need for a more strategic approach to manage brands against formidable competitors.

In 1931, McElroy wrote a memo known as the McElroy Memo, which elevated the role of the brand manager. This memo highlighted the necessity of professionals who could analyze market issues and support brands with a strategic mindset. This vision gave birth to the role of brand managers, making them an integral part of the CPG industry.

From Brand Management to Tech Product Management

The principles of brand management found a new home in the world of technology. One of the pioneers in applying brand management principles to software was Scott Cook, the founder of Intuit. Cook, who served as a brand manager at Procter Gamble, brought this approach to the tech industry.

Dating back to the early 1980s, when Cook and his team at Intuit were working on the first version of Quicken, they focused on user experience, specifically designing software for an end-user who might not be a financial expert. Cook wanted something that his own wife, a smart person with no accounting background, could use to manage household finances. His goal was to ensure that the end user, not just professionals, could easily interact with the product.

The Influence of Intuit

Intuit's early success with an extreme focus on the user and user experience set a benchmark for tech product management. However, despite this success, the broader tech industry did not universally adopt this approach.

“I’m not a technologist so I didn’t look at software that way. But many founders in SV are technologists so their view is very different. They focus on technical achievement first and then if/when needed they focus on the user interface.”

— Scott Cook

Scott Cook's response highlights the dichotomy between the CPG industry's early adoption of customer-centric approaches and the tech industry's prevailing focus on technical innovation.

The Current State and Future of Product Management

Today, the role of a product manager has expanded beyond marketing and technology. Product managers now work across various industries and must balance technical skills with a deep understanding of market dynamics and end-user needs.

The future of product management lies in continuous innovation and a customer-centric mindset. As technology continues to permeate every aspect of our lives, product managers must remain agile, stay informed about emerging trends, and work alongside cross-functional teams to bring value to customers.

Conclusion

The journey from brand managers in the CPG industry to tech product managers is a testament to the evolution of product management methodologies. From Neil McElroy's early insights to Scott Cook's pioneering efforts, the role of the product manager has become increasingly critical in the modern business landscape. As the industry continues to evolve, the importance of user-centric, data-driven product management will only grow.