I’m Leong, the Product Intern. I mainly support the Product Manager in improving user experience on our ad-booking platform, as well as championing new products and initiatives at AdEasy. Sounds typical? What if I told you that I left a stable job in favour of this 3-month internship? Yup, this is the story about an unconventional intern.
For starters, I was previously a full-time consultant at an advisory firm in Malaysia. I had a career that most people would have deemed ”secure”. Before you begin to wonder - yes, I do like consulting. In fact, I got to surround myself with some very intellectually curious people. So why the sudden career change? You see, I’ve always had a keen interest in tech. I get my fix by watching videos on the latest tech launches, software updates, and new product announcements from the tech titans of Silicon Valley.
Age wise, I’m approaching the big three-o. As I was reflecting on my career, I realised that I want to eventually build a career in the tech sphere. I started talking with people in the industry, and doing countless research on the Internet to gather more information. I envisioned myself taking on the Product Manager role, as it matches my skill set and interests. After careful consideration and numerous conversations with my mentors, I took the leap of faith by leaving my corporate job behind and undertaking an internship with AdEasy.
It turned out to be one of the best working experiences I have ever had. Here are the valuable lessons I gained as a Product Intern:
1. The Importance Of User Obsession
One of the first things AdEasy’s Product Manager, Vanessa Sim taught me was to develop a healthy obsession with our users. Not in a creepy stalker kind of way, of course. She said, “A product manager acts as the voice of the customers.”
It rings true. I had the opportunity to conduct interviews with AdEasy users. It was a fruitful experience. I found it fascinating that our users come from diverse professional backgrounds, from first-time ad buyers to seasoned advertisers, and even startup founders without advertising background.
By engaging with them (in person and via Zoom calls), we are able to identify our users’ pain points, while capturing their expectations and preferences. This helps the Product team in enhancing our current features and developing better products. At the end of the day, the goal is to ensure a smooth user experience on our platform.
If there is one crucial trait that every product manager should possess, it’s emotional intelligence. A highly empathic product manager has a great understanding of the users’ needs and concerns, and is capable of connecting with them on a deeper level. In addition, empathy makes product managers exceptional advocates for users. The key to mastering user obsession is to have a user-first approach. If you don’t know your users well, how will you be able to create a better experience for them?
2. How To Manage Stakeholders Like A Pro
Whether you’re working for a startup or a mature firm, one aspect that product managers simply can’t overlook is stakeholder management. Who are your stakeholders? In the business landscape, they are categorised into external stakeholders (e.g. customers and investors) and internal stakeholders (e.g. C-suite and employees).
I’ll be focusing on our internal stakeholders, namely the folks who run the day-to-day operations in AdEasy. Before I continue, here’s another nugget of wisdom from Vanessa:
“The best product managers are able to galvanise internal stakeholders within the company, and encourage them to reach their highest potential.”
At work, everyone has their own career motivations and aspirations. A surefire way to inspire the people you work with is to form authentic relationships with them. Besides authenticity, logic and empathy are drivers of trust. A trustful workplace results in increased productivity and stronger teamwork, where you’ll feel supported. I believe in the maxim “treat others the way you want to be treated.”
Another important point is always keep your internal stakeholders’ goals in mind. A Quora member summed it up well:
When you think of the highest level people in your company (think C-suite, directors, etc.), and if you ask them what about their businesses that keep them up at night, they are going to describe strategic problems. They are thinking of issues such as:
- “How do I meet my sales targets?”
- “What are the new types of products we should create?”
- “Which are the new markets that we should be fighting for?”
Dealing with different teams and a myriad of stakeholders is not easy. A great product manager is someone who runs interference, and knows which voice to listen to, regardless of which one is louder. In order to work efficiently and effectively, you need to work on alignment.
Simply put, ensure that everyone is on the same page before proceeding with any product development, to avoid major disconnect along the pipeline. Another skill you should have is the ability to make informed, tactical decisions whilst helping the company to meet its business goals.
3. Do Your Market Research
So, you launched a new product and it was well-received. Think the work ends there? Not really. What if your competitors come up with better substitutes to your product? Hence, the next step is to make sure your product survives the ever-evolving market. As a product manager, market research should always be in your to-do list.
Stay on top of trends by reading publications on product management, monitor competitor activities, and get in touch with industry insiders (like business partners and clients). Better yet, get acquainted with the other teams in your company (e.g. have lunch with the Sales team). You’ll be surprised with the amount of knowledge you can learn by tapping into the expertise of your colleagues.
By the time you read this, my internship at AdEasy would have ended. In case you’re wondering, I will be heading back to the consulting sector - as a better version of myself. Looking back at my 3-month stint, I’m grateful for all the learning opportunities, the product management experience I gained, and the friendships I established. I look forward to applying what I’ve learnt here as I continue pursuing my career path. Thanks for reading! :)
