This article compares the interview process for a product manager to the process of selling a product, emphasizing the importance of using product thinking to demonstrate a personal value proposition. The article details how to prepare for an interview, how to answer interview questions, and how to think from the interviewer's point of view, which I hope will help you.
People are like products, if we regard ourselves as a product, every job and everything we do is to make ourselves better and more valuable!
Then, we can change from the mindset of working for the boss to working for ourselves! People are like products, for product managers:
Resume, is to use product thinking to write your value proposition;
Interviews are all about using product thinking to sell your value proposition.
1. What is the value proposition of the product
A strong value proposition is the DNA of successful product development and an important guarantee of product competitiveness and differentiation.
Any product with a value proposition that is not clear, distinct, or undifferentiated should not be approved.
In its long-term new product development practice, Philips has developed its own value proposition design methodology, which it has named the Value Proposition House.
The entire value proposition house can be divided into four floors: 1) Brand positioning
At the bottom is brand positioning, which is the brand perspective of value proposition design.
The value proposition of the product must support the brand positioning and align with the corporate strategy.
2) Demand insight
Above, there is the external perspective of value proposition design.
The value proposition of a product must stem from our deep understanding of the target user and the competitive environment.
3) Points of interest and support
Further up is the internal perspective of value proposition design.
The point of interest is that the product must solve the user's problems and pain points and provide value for the user.
The support point is to find out the competitive advantage from within the enterprise to support the benefits provided by the product.
4) Value proposition
At the top, there is the differentiated identification of products. Use simple user language to abstractly summarize the competitiveness and differentiation of products to form a distinct, unique and clear value proposition.
Second, the interview is to sell your value proposition with product thinking
Recently, some students have approached me for interview questions. For students who are new to the workplace, it is indeed difficult to grasp how to prepare for the interview and how to answer the interview questions after getting the interview opportunity they want. In the interview preparation process, students like to analyze and think from the candidate's point of view. It is rare to put yourself in the interviewer's shoes, analyze and think.
For example: What kind of person is the interviewer looking for? What questions do interviewers like to ask and what are the points of study for these questions? How does the interviewer want the candidate to answer these questions?
By understanding the interviewer's questions and considerations, as well as the interviewer's expectations, we can answer the questions in a targeted manner and let them know clearly:
- Our knowledge, skills, experience and competencies are fully suited to the requirements of the position for which we are applying;
- In our previous positions, we have made excellent products and outstanding performance, and we can bring these successful experiences to the current position;
- We have a strong willingness to apply for jobs, willing to work hard in this position, and willing to develop in the company for a long time;
- We also have core competitive advantages that other candidates don't have......
In short, the interview is all about using product thinking to sell your value proposition, so that the interviewer knows: what problems you can solve, what value you can provide, and what core competitive advantages you have.
3. The three interview questions I usually use, as well as the points to be examined
To determine whether a candidate is a good fit, I mainly look at three aspects:
The candidate's current experience and skills, problem-solving skills and level, and future development potential.
Corresponding to this are three interview questions.
Through these three interview questions, it is basically possible to screen out qualified candidates.
Question 1: Tell us a little about yourself
This is a common interview question that is basically used by everyone. By the answer to this question:
On the one hand, it is possible to understand the candidate's educational background, work experience, work experience and skills;
On the one hand, the candidate's language expression, logical thinking, and ability to grasp the key points can be examined.
In addition, by observing and listening to the looks, tones and emotions of candidates, you can also get a sense of engagement, self-confidence and pride in your past work. Candidates who introduce themselves unclearly, logically confusingly, or without focus are basically not considered.
Some candidates may feel that their personal introductions are not written on their resumes, and they will show an unfriendly look or attitude.
Such a candidate basically does not have to think about it.
Candidates who introduce themselves in a methodical, focused, and passionate way are likely to do well in their previous roles, often showing a genuine sense of pride and confidence in their past experiences.
Such candidates can be considered as key candidates in subsequent interviews.
Question 2: Please briefly describe a project that you consider to be the most successful
This question is mainly based on the candidate's existing work experience and skills.
In order to put some pressure on the candidate and confirm the authenticity of what the candidate says, I usually interrupt the candidate and ask him for some specific data, parameters or indicators.
The more complex the project a candidate presents, the more valuable the problems found in the project, the smarter the solutions, and the more accurate the data and metrics answered, the more the candidate deserves attention.
If the candidate has not worked on the project himself, he or she may explain the project, the project problem and the solution clearly, but may not be able to accurately answer the specific data, parameters or indicators.
If the project presented by the candidate is very simple, does not solve any valuable problems, or the solution is very ordinary, and the data and indicators are not at all, it means that he has either not really done the project, or he has completed it under the guidance of others, and he does not have the ability to work independently.
Such candidates can also be ignored.
Question 3: If you have a brand new product that you take the lead in development, how do you plan to work on it?
This question mainly examines the candidate's creative problem-solving mindset and ability, which is related to his development potential.
In the current era of rapid change of knowledge and technology, existing knowledge and experience is actually a double-edged sword, lack of knowledge and experience will not work, and over-reliance on existing knowledge and experience will not work.
We must be open enough, fully open our minds, and think and solve problems from multiple aspects, levels, and dimensions in order to get a satisfactory solution.
There is no standard answer to this question, and the more comprehensive and creative a candidate answers, the better the answer.
If the answer is not good enough, it does not mean that the candidate is not necessarily qualified for the current job, but only that the candidate has a higher content of doing things based on experience, lacks the ability to creatively solve new problems, and has limited potential for future development.
This article is written by Everyone is a Product Manager Author [Product Life], WeChat public account: [Product Life], original / authorized Published in Everyone is a product manager, without permission, it is forbidden to reprint.
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