Product Owner roles require five core skills that many professionals already possess: clear communication (translating between business, technology, and user languages), organization and prioritization (managing demands and backlog), understanding problems and needs (identifying pain points through active listening), alignment (balancing competing stakeholder interests), and curiosity with continuous improvement (questioning processes and seeking better solutions). These skills are transferable from various professions including customer service, sales, HR, operations, and management, making it possible to transition into Product Owner roles without starting from scratch.
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Deep Dive
LIVE 04 - 5 HABILIDADES QUE VOCÊ JÁ TEM E QUE PODEM TE AJUDAR A VIRAR PRODUCT OWNERAdded:
Good evening, very good evening. Let's get our Friday live stream started. Legal.
Very good. Very good.
Welcome to our fourth live warm-up session for the AI Product Honor 8K+ Profession course, which starts next week, on Monday, and runs until the 24th, right?
We'll leave the classes available until midnight. So you plan ahead, right?
[snoring] It's a very straightforward course, 100% online, it's free, you 'll be able to get your certificate of participation, and what is the objective of the course? It's about showing you a path to start this new profession.
And it is interesting because when we talk about, you know, about this path, like I said, I think I've been saying this all week, right? I wish I had had this path so clear back when I started, and moreover, you don't need to know how to program and you can take advantage of all your experience. In fact, we're going to talk about that today. Before we begin, let me ask you something: if you 're not already registered, please register.
Hello.
Let's go. Register now.
Where are you? Wait a minute, wait a minute, let me grab the link here.
Okay, register now.
Legal.
Oops, I put the wrong character here.
Okay, register now and we 'll have our course next week. You've registered, I'm going to ask you three things. Join the course's WhatsApp group, where you'll receive some great content about professional profile testing, and also join the Telegram community, okay?
Legal. This is super important. The community is already open there for networking, you can already talk, you can already speak.
I'll even give them a call in a little while. And the link was sent via WhatsApp and email. Yes, you'll be able to talk, you'll be able to, you know, talk directly to people. Get there, don't stay quiet.
Get there and share your LinkedIn profile. Hey everyone, if you want to connect, connect now, and you'll connect with other people too, you know? This is very important. For those who don't know me yet, I'm Marcelo Neves, a specialist in digital product management, and I've been working in this field for over 30 years. It's no wonder her hair fell out. And the theme of this fourth live session is the five skills you already have, which you often don't realize, and which can help you become a product, okay? Go ahead, subscribe to the channel, turn on notifications, comment, recommend, do all that cool stuff, okay?
Legal. Let me see who's here.
Good. There are quite a few people here, huh? Guys, where are you calling from? Where are you calling from? No, right? Where are you watching this live stream from? How do you put the city there? Just put the city there so I know. Please put the city in the chat so I know.
Put it there. [sighing] Itaúa, Minas Franca, São Paulo, Taboão da Serra, Alagoinhas, Piracicaba, Curitiba. Very good, very good.
Lots of cities, right? Legal. Uberlândia, that's it. Keep posting it there, and I'll be back to read it here in a little while, okay, everyone?
Well, a lot of people think that for an Honor phone to be considered a product, it needs to be born from the technology sector, right?
[snoring] There was a time, a while back, to work with technology you had to be a guy, let's say, a programmer.
Legal. You had to be a programmer.
You couldn't have any other kind of training besides a technical one.
Legal. But that has changed. Yes, yes, this is very interesting because we see, we see, right, various professions, right? Several professions within technology are no longer those of purely technical people, you know? Those people are technical, no. It's true? That's why we have so many different professionals today.
You have professionals in the humanities field, you have professionals in the technological and exact sciences field, right?
So, a lot of people still think that just because we're talking about technology, it has to be technical, but that's not true. Legal. The truth is that many people already use the skills that a PO, a product owner, uses on a daily basis without realizing it.
And maybe, just maybe, this conversation we've been having, look, you're not going to start from scratch.
You're not starting from scratch.
Hold on a minute. Perhaps you haven't yet learned how to translate your experience into this area of products.
So, the problem for many people isn't a lack of ability, it 's a lack of self-awareness, it's an inability to know how to position themselves.
So today I'm going to show you what those five skills are that you already have, or possibly already possess, and that can help you in your search for an opportunity as a Product of Honor.
Legal. But before we begin, we need to understand the following: what exactly does a PIO do, in a very straightforward way? Look, it helps transform problems into priorities, it connects the technology team to the business team, right? I don't like the bridge analogy, but I do like saying that it connects things, right?
Bridge, you only have that one way out, right?
He organizes demands, he helps define what generates the most value, he translates needs into results together with the team. He makes decisions, prioritizes, organizes the backlog, and helps the team understand what needs to be done. So, the product owner isn't the owner of the system or the product, but rather someone who helps guide the product to generate value.
And when you understand that, you realize that many of these PO skills already exist in other professions.
Legal? Other professions already exist.
So, let's go. Okay, let's start with those five. The first of these is clear communication, but not just any kind of communication.
That's one of the greatest skills a PO can have: being able to explain things clearly, but using product language.
This is important. So Piolho interacts with the business, with clients, with internal areas, technology, design, and operations.
This guy, I'd say he's a great maestro, you know? He is a great conductor.
He's one, he orchestrates how things are going to happen. If communication is poor, the team misunderstands, priorities become confused, rework will increase, and conflict will arise.
When we talk about communicating clearly, it's not about knowing how to speak, it's not about having the gift of oratory, no. Be careful, okay? Be careful with that. It's not about having good oratory skills, although that helps, okay? But having good oratory skills is one thing; knowing how to communicate clearly is something entirely different.
When we talk about communication, it means that this PO, this professional, needs to know how to translate, needs to understand these diverse worlds that speak in different ways, right?
Because the business speaks differently from the customer, the user, the internal departments, the leadership, the design team, and the technology team.
and to be able to communicate with all of these actors.
For example, those who sell customer service, customer success, sales, teaching, training, HR, coordination, support, management and operations, already have a head start. Why? Because he needed to develop that communication.
If, for example, you've ever had to explain yourself, a problem, or a result to another department, if you've ever had to align expectations with a client, or if you've ever organized information to avoid confusion, you've probably already developed this skill. You already use this skill in your daily life, but it needs to be applied in this product context.
Many people, and listen to what I'm about to say, think that Product Owners are just about backlog screens, but many product problems happen simply because people ca n't communicate well. Why?
Because everyone is speaking a different language. Technology speaks one language, while business speaks another. For example, business people talk a lot about results, metrics, and processes. So what are the tech people focused on?
Yeah, yeah, yeah, yeah, yeah, uh, framework, uh, mainly talking about dev, right, programming language and so on, you know? So, there's this issue of everyone speaking a different language.
That's why I say that Pi is the guy who's going to be able to build that bridge, you understand? Did you understand? [snoring] Skill two, organization and prioritization. Wow, this is one of the things you 'll need most as a producer. So, PIO is constantly making decisions. What goes into the backlog, what waits, what gets left for later, what will generate the most impact, what is urgent, what depends on something else. So, the PIO works all the time choosing or making decisions about what is a priority and what is not.
Anyone who has worked in administration, finance, project management, operations, customer service, or logistics has already used this skill.
If you've ever had to handle multiple demands at once and decided what needed to happen first, you've already used this skill. The challenge is translating that into PIO's work.
Ah, but I've never worked with a backlog.
Perhaps you're thinking, "Wow, I don't even know how to speak English." You're speaking English there, Backlog, calm down. It's just a list of demands.
A list of demands.
Maybe you've spent a good part of your life organizing priorities without using that name. It's just that within digital products we use the name backlog.
Many product skills exist outside the technology area. What changes is the name, you understand? It's the name.
Third skill, look how interesting, it means understanding problems and needs. Here I would say you have to work on this skill better.
You'll understand why. The worst part is that it doesn't just work with functionality. Oh, no, like the Uber app, no. We have the functionality of informing the time of the ride, informing the origin, destination.
Here the PO, the product owner, needs to understand pain, what is a need, what is behavior, what is expectation, what is a bottleneck, what is the worst part. They start thinking about telephony, at least they shouldn't, right? They start thinking about the problem. And People, anyone who has worked in support, customer service, sales, HR, management, marketing, deals with problems.
If you've ever heard a customer complaint, tried to find a solution, if you've ever noticed and suggested improvements in the work process, if you've ever worked closely with product logic, that's it. Many people who sell customer service or operations think they're far removed from product. That's very interesting. But these areas often understand real pain points better than many technical people. It 's no coincidence that many people from outside the technology area become CPOs.
The product is born from understanding real problems, not from understanding technology.
Of course, if we're talking about understanding problems, it presupposes listening. You need to listen. And here comes the concept of active listening. Do you know what active listening is? Has anyone heard of this term? Please put it in the chat. What is active listening? This will catch a lot of people now because I try to practice it. It's not easy, okay? It's not easy. What is it? Do you know what active listening is?
Broadly speaking, active listening means, in a very practical sense, that while the other person is speaking, you suspend all your thoughts and pay 100% attention to them. When they finish, you think about and assimilate what they said in order to create a response.
Do you see how difficult that is? What does everyone, what does everyone do, what does a large part of us do? I do this. The person is talking, wait a minute, and I already... No, wait a minute, wait a minute. Did they say this?
No, but wait a minute, no, I have to answer this here. But at that moment the person is continuing to speak, but I've already disconnected because I'm thinking about what I'm going to answer them, you understand? I'm thinking about what I'm going to answer the person.
Do you understand the point? That's why it's so problematic and we need to be careful with it, because active listening is: suspend your thoughts while the person is speaking. So it's 100% focusing on what is being said so as not to miss anything. I don't understand any part of what's being said.
So, is it easy or difficult to do that? For me, it's difficult. I have to admit, it 's difficult for me because every now and then I try, the person is talking, no, wait a minute, wait a minute. She said this.
Oh, I've already missed what she's saying. I'm already thinking about the end of the world, I'm already thinking about the weekend. I need to go back. No, Marcelo, go back, pay attention to what the person is saying.
Well, that's true. So this needs to be practiced, this needs to be exercised, you understand? And this subject of listening, it's within this issue of understanding problems and needs.
Because if you can't practice listening, how are you going to understand the problem that's being communicated?
How are you going to understand the need that's being communicated? It becomes difficult, right? It becomes very difficult.
In fact, it's very interesting, right? Because I did my training in neurolinguistic programming. I really like neurolinguistic programming and I kind of like to do training. Or another.
And it's cool, uh, because what happens, right, when we're doing, when we do the, uh, let's say, when we do programming in linguistics, we understand that we use various channels to absorb knowledge, right? The auditory channel, the visual channel, the kinesthetic channel.
Cool.
[snoring] And depending on the person, there are people who are more auditory. I'm more auditory, okay? My auditory channel is the most developed. There are people who are visual, they assimilate information much more through their eyes, right, the visual. And there are people who need to learn, to absorb knowledge, they need the kinesthetic, that is, to go through that experience, do a workshop, do a practice, an activity.
Each of us, I don't know if you've already taken a test, including if you're here, there will be a profile test, if I'm not mistaken, it's in the second class or the first, something like that. What will happen? Uh, what will happen? Uh, there you will discover what your Okay, so you're going to discover your preferred channel. Does that mean you don't use the others? No, we use them all. But you're going to discover which is your preferred channel. And why is that important? Because my preferred channel is auditory, so my visual comes second, and kinesthetic last. Generally, when I give a presentation, I don't value visual elements much; my presentations don't look that good.
So, when I do it in the gamma, wow, then it looks beautiful. But why don't I value it? It's not because I don't like it, it's because I'm not a visual person. My channel is auditory. So, for example, I'm a person who is sensitive to noises, to sounds. Any little noise, ugh, bothers me a lot.
So, it's interesting to know, first, what your preferred channel is. Second, what is the preferred channel of the person you're communicating with? And you can find out without applying a test to the person, right? Just by the words they use, you can understand what their preferred channel is.
Communication.
What is all this for? For us to communicate better with people. You understand? Skill four. Skill four. The ability to align yourself, to align people.
You'll realize that the PIO (Product Owner/Operator) will orchestrate this product development amidst different interests.
The technology team has interests, the HR team has other interests, the business team has other interests, the user has other interests. Want to see?
What does the business want? Speed. They have to deliver the functionality quickly.
Technology is thinking about feasibility, whether it's doable or not. The user wants simplicity.
Leadership wants results. Operations wants stability. Did you notice that each one has a different objective or interest? Business, speed. Technology, feasibility. The user, which is simplicity.
Leadership, which is results. And operations, which is stability.
When you're working as a PIO, you act as a point of equilibrium. So, you need to understand the needs of each of them to be able to communicate. Who already does this?
Project people, HR, leadership, managers, anyone who has already been an entrepreneur. So, for example, if you've ever needed... Mediating a conflict, aligning expectations—you've already practiced this skill.
Product, remember what I'm going to say: product isn't about functionality, it's about alignment.
You'll see that you'll spend time aligning these different interests.
Cool, right? Cool, right? And there are people who are worried about the technical part. Oh my God, do I need to program? Of course not.
Skill five: curiosity and continuous improvement.
The pool understands the following: asking questions, observing behavior, analyzing problems, wanting to understand the why of things, questioning processes, seeking improvement.
A good product professional doesn't accept everything automatically. So, we have to have a little bit of that restlessness to improve things, to want to question. You like to question things, that's it. You like to learn? That's it. It's someone who tries to understand how things work. Hey, wait a minute, there's this department, there's this area, how does this work? How does this work? Who likes to solve problems?
Of course, it's not someone who likes problems, what problem... Right? For God's sake, right?
We don't like problems, do we? But we're the kind of people who like to solve them. Maybe you're the kind of person who looks at a process and says, "Wow, this could be better, huh?" "I could do it this way, that way, or the other way." That's very valuable, that kind of thinking for product.
Product is continuous improvement applied to the real world. That's product. So, you possibly have these five skills. First, number one, clear communication, right? The gift of oratory, isn't it? Two, the ability to organize and prioritize things, demands, mainly. Three, understanding problems and needs. Remember listening skills?
Four, the ability to align people.
And five, curiosity, continuous improvement.
It's wanting to understand the why of things, right?
Did you notice?
You possibly have these five skills, maybe one more developed than the other. And that's okay, it's natural that it's like that, okay? It's natural that it's like that.
The big mistake people who want to work as a producer make is thinking it's a profession separate from the experience they already have or that they've already had.
Becoming a producer isn't about erasing your past and pretending it didn't exist. On the contrary, to work as a PO, you'll need your past life or, uh, how... Americans like to call it their track record, or rather, their experience.
So you can't erase it; on the contrary, you should use your experience, because these five skills are developed, you gain experience through what?
Through experience. It's about reorganizing your career path to show this alignment with this new path.
The product market values previous experiences when you can connect them with what? With the job, with the opportunity.
But the detail is that most people can't connect this.
It's when you put on your LinkedIn profile—we saw this on Wednesday, right, the third day, on Wednesday—it's when you put a bunch of activities there without connecting them to the job.
So, what's missing there, right? What's missing? Having skills.
These skills help a lot, but that alone isn't enough.
You still need to learn about backlog management, user stories, acceptance criteria, prioritization, metrics, discovery—another word in English, right? But positioning on LinkedIn, the good news is that learning methods and... Learning tools is much faster than developing professional maturity, than gaining that experience, you understand? It's much easier. That's why we talk so much about how in 60 days you can combine your past experience—experience is always past, right? Obviously, Marcelo, your experience with the work method that has techniques and tools.
See? So, the idea isn't to start from scratch.
That can leave a bitter taste in your mouth, right? Especially for those who were so proud of, "Oh, but I studied this, I studied that."
Hold on, Fabiana, we'll talk about that technical part in a moment.
So, many people sometimes have that bitter taste, like, " Oh, I did n't succeed in this area." Don't think like that. Within the technology field, I've done a lot.
If you think that change is defeat, you 're screwed because you're going to change a lot.
You might start working with product type X. Soon you're changing to type Y, to type... Z. You're going to change.
So now you start as Pou, tomorrow you'll be as PM. Tomorrow you're always changing. Change is part of the process.
And more, change doesn't show that you're giving up or that you've abandoned the past. Changing means professional maturity. It's different. That's what you need to start redefining.
Why do you change? Because you look back a little and see that this method, this technique, or rather, the way I dealt with things is no longer working so well. So, I'm going to adjust my path, my direction, I'm going to learn a technique, I'm going to learn a tool to move forward.
Immaturity is that person who is frozen, crystallized in the past. They don't want to change, they want to act the way they acted 10, 15 years ago.
Professional maturity is when you adjust your course, whether to a new position, a new company, a new job, whatever.
That's professional maturity.
So, since we're on the right track, let's get to the free course starting.
Next week, understand that the course you're taking isn't just another class, but an update, a course correction. But this isn't for everyone.
You'll see people who register and don't even attend. You'll see people who register and then say, "Oh, but I don't have time."
You'll see people who register and don't even remember, because they lack the professional maturity to understand that they need to constantly adjust their course, their direction. And how do you adjust your course?
By absorbing knowledge and putting that knowledge into practice. That's how you adjust your way of thinking, your way of acting with techniques and tools.
That's professional maturity. So, if you're here, you know, if you want to understand this profession better, don't forget to register. I left the link there so you can register next week.
If you want to enter this field... Marcelo, I've watched a lot of videos online, on YouTube, I've seen your videos there, but they do n't offer a step-by-step process, right?
They're videos about the profession, but there's no method there, right?
So, remember this : skill is fundamental; it delivers value. A product isn't born from a tool; it's born from understanding the problem. Many people already practice PO skills without working with a product, and the market values those with experience.
The worst part isn't the backlog; the worst part is the results.
And your experience can accelerate your decision. Nobody is starting from scratch. It's not about erasing the past; on the contrary, it's about using the past to position yourself on this new path. Bad communication will destroy a good product. Prioritization is an excellent skill, just like the five skills I brought to each of you, right? Great. So think about that, get organized for next week, it's there. Very good, everyone. There you go, Curitiba. Very good. Mauá. Mauá.
Fabiana, Okay. My obstacle is the technical part. Have you already entered the field? Are you already working as a tech expert?
Tell us [snoring] a little bit about why I'm saying this, right? Because what happens is, you'll deal with various actors, the technical team, you'll deal with business stakeholders.
And often the challenge isn't, oh, I need to know the technical side.
Actually, what you're saying is, I need to know how to communicate with these technical people, right?
Because it's not just with the engineering team or the programmer. You'll need to communicate with a business area that you may not even know, you've never even worked with it. And you'll need to learn it enough to communicate with it. In the same way, you'll have to learn how to deal with the developers.
But when does this happen? It's in the day-to- day.
What's the big problem? It's freezing up, becoming paralyzed by the amount of things you need to learn. Think about it, when you started college, seriously, put your hand on your heart. Now, Did you imagine how much you would learn in the next 10 years? I doubt it. I doubt it.
Now, today we have this awareness because we are already professionals, right? We're already seasoned veterans in the market. So we know, right? Wow, there's so much to learn.
But that 's the problem, that can be your challenge, because we can become paralyzed by the amount of things we have to learn.
And that can freeze you, which is a recommendation: one step at a time. Americans have a saying, "one bite a time," one bite at a time, one step at a time. Don't look ahead, look to the next step, knowing that you have things to learn. Because if, when you were a teenager or you were starting adult life and doing your first college degree, seriously, it was your ignorance and mine, right?
Ignorance in a good way, right? That is, it was your not knowing that there was so much to learn that made your life a little lighter, that It allowed you to do college in a more enjoyable way, although we do have challenges, because there are people who want to, well, no, but you have to learn this, you have to learn that. Calm down, little grasshopper, calm down, take it slow, one step at a time, okay? Everything in life. If you delve deeper, man, if you let yourself, you'll get stuck, if you stop at everything you have to think about, you have to learn, one step at a time. Great.
How to migrate to digital? Next week's course will show you that, okay? I'll show you an action plan, especially in the third class, okay?
[snoring] Look, Galinga, I work as a product manager, but for physical products. Great.
So, you already have a product base, take advantage of that to migrate to digital, where you can work remotely, where you can enter a highly valued area, which is the technology area.
I've never worked outside the technology area, okay?
Look, Fabiana, I've been working in the area for over 20 years.
Logistics. I understand that in some projects I worked as a PIO. Look how cool that is. That's it, folks. There are many people who have already worked as POs. Maybe they don't have the method there, right?
System customization. So you already have a foot in there, Fabiana. And Fabiana, uh, this issue of dealing with the technology team comes with time. It's time.
Every day you're working as a PO, you 'll learn a little bit here, a little bit there, but don't let that freeze you.
Look, Leandro, although AI is much older than you might imagine, 10 years ago we would never have thought, exactly. We didn't imagine how, for example, you want to see something? The care we have to take not to let fear freeze us. Does anyone here get worried about the future of AI stealing jobs? I do, I do. There was a day, there was a week when I was so paranoid that I said: "My God, the way things are going, it's going to take everyone's jobs." The PIO, Regarding the PM, it's unlikely, but I'm talking about other people.
Then I say, "My God, calm down, it 's not that bad."
Look, they've already started rolling back positions, saying, "No, wait a minute, you can't fire all the developers." They're making mistakes too, there needs to be human supervision. What will change is the way of working. Of course, there are always professions that disappear. Typist, gone. Assistant, do you know what an assistant is? It was a guy who sat inside an elevator pressing the button for the floor you were going to. Gone. Some professions will disappear, but no, all professions will disappear. That's just to sell fear. And fear sells, okay?
Fear sells. I could come here and scare you all. No, look, everyone has to be a POI because other professions will disappear. There are professions that will disappear.
POI is an excellent opportunity, but I want you to enter the field not out of fear, but because of the advantages it offers: a good salary, a profession that... If you get into it and like it, you'll never leave.
You have to get into it for a valid reason, you know? And not out of fear. But fear sells much more. So I could be selling you the following here: don't go, the world will end, only PIOs and PMs will be left. It's not like that, right?
Great. Rodrigo São Gonçalo. Oh. Is there a difference between a product owner and a project owner? Yes, there are differences.
Think about it this way: the product owner, right, the owner is very powerful, right, but the PI, the product owner, right, he's a maestro. The way you deal with the product is different from project management. Does that mean product management will kill project management?
No. In product management, we use a lot of project management, okay?
Great. Uh, but there's a different way of doing things. And in the course next week, I'll show you a little bit of that, okay?
Great, guys, that's it.
Next week is the course. We still have another live session on Sunday.
Great. On Sunday We're going to talk about... where is it, where is it, where is it? We're going to talk about Sunday, and for those who want to be CPOs, there's the minimum you need to know to not fall behind. So we're going to talk about these technologies. So Fabiana, who's here, is scared, like all of us, right? We're going to talk about what you need to master. Okay. Great. So, sign up for the course, don't forget to sign up. Sign up. On Sunday we still have one last live session, we'll do an opening, and then on Monday you can take the course.
Okay? Great. So, on Sunday we have a meeting, which is our last live session before the free course, agreed? So, see you Sunday night. Don't miss it to watch Fantástico, okay?
Fantástico is so depressing, isn't it? For God's sake. I haven't watched television for 13 years, going on 14 years.
Then you'll say: "Hey, Marcelo, oh, but you have..." No, I have n't had a television at home for 13 years and I don't miss it. I prefer watching things on YouTube. There are silly things I like to watch, funny things, and serious things. I'm not made of steel either, you know? I also like watching the silly things over there on YouTube, right? Nobody is made of steel. We also need to distract ourselves.
It's OK? So, Sunday, our last warm-up live stream. Is it closed? Big hug, good night, see you Sunday, okay? Ciao. Ciao.
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