Product Management versus Project Management

As I was concluding a capstone class on project management, there was a question from a few students on whether there is any scope of career growth for project management as a profession with the increased focus on agile principles. Questioning further, the root cause of this concern was the fact that agile approaches, such as Scrum, do not call for a project manager role and the focus is only on product management. In a brief attempt to address these ongoing confusions thinking product and project management are mutually exclusive disciplines with product management slaying the project management field, I explain here the ongoing need for the symbiotic relationship between these two disciplines.

The experts in the field agree that a project is a temporary endeavor to create a unique product, service, or result. Inherent in this definition lies an inexorable relationship between these two disciplines. The project management is a set of processes, tools, and techniques that is indispensable to bring a product into the market. Therefore, a product cannot be delivered without the strategic focus on execution that only the discipline of the project management can provide through the phases of initiation, planning, execution, control and closure.

Does that mean product management is a subset of project management? Definitely not! I say this with so much certainty because project management is temporary in nature unlike product management that has a longer time horizon. Consider bringing to market a new hybrid car that runs purely on water! The product management may focus on generating the ideas, evaluating the alternatives, assessing the feasibility, and creating a business case at the beginning. Hence, the product management will have to think of a strategic road map of scouting the external and internal environments by applying the Porter's 5-force model. This 5-force model involves the availability of substitute products, bargaining power of the buyers (price consciousness of buyers), bargaining power of suppliers, those that supply goods), rivalry among the established firms, and the threat of new entrants.

Finally, after all the commercial, technical, and operational considerations have been addressed, the business case from product management becomes the starting point for project management to intervene initiating the project charter putting together the scope statement followed by the work breakdown structure and the sequence of activities that need to happen for bringing the hybrid car to the market. Now, if project managers only become tactical, then, they lose the ability to question the inherent assumptions to avoid a strategic failure. This fundamental need is why the businesses label the areas they need to work on as "capital project selection." The "capital" adjective here is a strategic decision making to ensure that the investment of funds, time, and resources are used to maximize the organizational value.

It is therefore evident that the product management defines what and where we should be doing while the project management tells us when and how we could be getting there. But the project management is like the Phoenix bird that ceases to exist as soon as that need of product management through the project management has been served. However, as the product management continues its journey through its lifecycle of development, growth, maturity, and retirement, there will be additional needs that will come up and the Phoenix bird revives itself again. Therefore, the good product managers will know that they need strategic project managers as brainstorming partners and similarly the good project managers will have more strategic thinking beyond the organizational context to support the product managers. Each profession, as a result, has a symbiotic relationship.

What do you think? Please respond with your comments.

Cost of Quality: The increasing value of acceptance testing besides automated testing

There are two prevalent themes in software development in the corporate world: “Zero Quality Errors” and “Doing more with less”. The dominance of both these concepts has critical importance in their implementation.

1. Eliminating the number of testers increases the level of effort on the remaining testers to check every test case as thoroughly as possible introducing errors. The testers that have the accountability to ensure that they don’t release features without signing off are under pressure compromising the quality.
2. Keeping more testing resources also does not guarantee zero quality when the testers don’t keep up with the current trends. The number of communication lines increase with the QA manager, test lead, offshore test coordinators, and testers. This functional hierarchy removes the testers from the developers defeating the self-organized team requirements. Consequently, the requirements dilute and morph leading to management problems as the customer complaints increase, time to market slips, and product reviews decline.

The logical solution is “Automated testing” making the system do testing detecting more defects at earlier points in the development life cycle as well as continuously testing deployed code for production bugs. The solution is logical and practical as it accomplishes doing more work with fewer resources consistently, continuously, and almost effortlessly compared to the needs to have a human present to manually test. 

Does that mean automated testing is a perfect solution where we can enable computer assisted software tools (CAST) to as many testers as possible? The agile engineering practices recommend automated testing but also emphasize acceptance testing where the business owners also are involved in testing. But how far are our people in client-facing roles like product managers, project managers, program managers, and account managers increasing their knowledge of the business domain and related technical tools to test the releases?  How much is the management attuned to this fact?

1. The client facing roles mentioned earlier may question why they should do this testing that the testing department is accountable for? It is a valid question but when buying a car why do you want a test run? Why do we do our own walk-through inspection of the home instead of leaving the work completely to the home inspector? We do this because we are equally responsible for the outcome. As these roles face the client who can claim escaped defects or the features for enhancement, how could these responsibilities have downplayed?
2. Let us face another argument of being busy doing this acceptance testing! When automation is introduced, the developers and testers must write additional lines of code and test scripts to ensure that the automation works according to the 3A principle (Arrange what needs to be tested, Act by developing code to test, and assert by evaluating the outcome against the expected).  This needs more time commitment and learning additional tools where the developers and testers need to immerse themselves to evolve to the expectations of today’s workforce. So, if one group that is busy can increase their competencies, why should not these client facing roles elevate their skill-competency gap instead of claiming the busy life?
3. Another important angle to consider is new functional non-customer value add requirement but a business value-add requirement, such as the heartbeat monitors, exception log checks, and time taken to test checks as part of the automation efforts. None of these requirements are part of the actual product feature a customer sees but are additional scope of work that the business mandates on the execution wings to design, develop, and test. When these are baked into the level of effort or timeline and when customer asks to reduce the time to market, the client facing roles cripple the quality by not standing up for best practices.

If quality were a coin, automation testing and acceptance testing are its two sides. Efforts spent only on one side won’t have the completely desired economic impact.  Automation is a shift in the way the code is developed, tested, deployed, and monitored requiring refined skills. It is an important element in reducing the cost of quality but so is the acceptance testing that requires additional skills. If we fail to recognize and implement both these effectively, then, the efforts spent in automation may be offset by escaped defects due to lack of acceptance testing.  A new breed of client facing roles is therefore on the rise and the management needs to focus on both the automation testing along with acceptance testing.