527: The truth behind “CEO of the Product” – with Francesca Cortesi

The product manager’s path to influence Watch on YouTube TLDR In my recent conversation with Francesca Cortesi, CPO, we explored why the popular phrase “CEO of the product” can be misleading for product managers. Francesca explained that while this concept aims to emphasize ownership and decision-making authority, successful product management actually requires a different approach. Instead of acting as a sole decision-maker, today’s product managers need to excel at facilitation, stakeholder collaboration, and building trust across teams. She shared insights from her experience leading product teams at various organizational scales and helping companies transform their product vision into measurable business growth. Key Topics * The evolution from the traditional “decision-maker” model to a modern “facilitator” approach in product management * How product management roles and responsibilities vary across different organization sizes and contexts * Essential skills for product management success: trust building, stakeholder management, and collaborative leadership * Setting clear role boundaries and expectations in product management positions * Practical strategies for navigating product management challenges while maintaining customer focus * Career development considerations for product managers, including different growth paths and role transitions Introduction Ever heard someone call product managers “CEO of the product”? It’s a catchy phrase that has attracted some people to product management, but it certainly doesn’t tell the whole story. In today’s discussion we’ll break down where the CEO comparison holds up, where it falls short, and most importantly what makes product management a uniquely challenging and rewarding role in its own right. Along the way we’ll explore how the role varies across different organizations and discuss the critical skill of defining and managing the boundaries of that product management role. If you’re considering how to grow your product management career and your influence, this episode will give you some clarity about what success really looks like in this field. Our guest is Francesca Cortesi, CPO and consultant for some of Europe’s multi-billion dollar brands and fastest growing businesses. Recently, at Hemnet, Sweden’s beloved property platform, she led product development that drove a 130% increase in top line revenues, making it the growth engine of the business. She now runs her own consultancy, helping CEOs scale their companies by transforming product vision into measurable business growth. The Reality Behind “CEO of the Product”: Redefining the Product Manager’s Role The “CEO of the product” concept emerged when product management literature was scarce, and professionals often had to figure out their roles with limited guidance. Early in her career, Francesca encountered this phrase alongside the common description of product management as sitting at the intersection of business, user experience, and technology. While this description aimed to emphasize ownership and agency in decision-making, it created some misconceptions about the role. Traditional View Modern Reality Product manager as primary decision maker Product manager as skilled facilitator Information flows through PM as central point PM enables direct cross-functional collaboration Focus on authority and control Focus on influence and alignment Today’s product management landscape has evolved significantly. While the role still requires strong leadership skills, the most successful product managers approach their work differently than ...