Gabi Bufrem is a product and leadership coach who partners with executives and teams worldwide to unlock performance with a rare blend of curiosity, empathy, and candor. In this conversation with Christian, Gabi breaks down what great coaching looks like, how to build trust quickly, and why the best leaders measure their success through the growth of others.

Today’s episode will discuss:

• The difference between mentorship, management, and coaching
• Why everyone not only should have a coach but deserves a coach
• The three steps to building trust quickly
• Why vulnerability is a crucial unlock
• Busting limiting beliefs and “leaving space for magic” in career arcs
• How to give tough, constructive feedback as a coach
• The core difference between coaching leaders and coaching ICs
• How to measure coaching impact through tangible wins

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References:

• Marty Cagan: https://www.linkedin.com/in/cagan/
• Stephen Curry: https://x.com/StephenCurry30
• Usain Bolt: https://x.com/usainbolt

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More from SVPG on product coaching:

• Articles on coaching: https://www.svpg.com/the-coaching-series/

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Where to find Gabi Bufrem:

• LinkedIn: https://www.linkedin.com/in/gabriellebufrem/
• https://www.gabriellebufrem.com/

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Where to find Christian Idiodi:

• LinkedIn: https://www.linkedin.com/in/cidiodi/

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Where to find SVPG:

• SVPG’s newest book, TRANSFORMED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model/
• Other books: https://www.svpg.com/books/
• Articles: https://www.svpg.com/articles/
• Workshops: https://www.svpg.com/
• Videos: https://www.svpg.com/videos

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Timestamps:

(01:08) What does a product coach do?

(06:18) Gabi’s journey into coaching

(10:01) Coaches see what you can’t

(15:05) How to encourage healthy dialogue

(18:36) The power of vulnerability

(20:26) Designing discovery sessions

(24:55) Revealing clients’ blind spots

(27:10) How to give constructive feedback

(32:44) “My job is to teach you how to fish”

(37:04) A mindset for improving communication

(40:25) Coaching leaders vs. coaching ICs

(42:28) Measuring success as a coach

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Disclaimer:

While this podcast is named “Product Therapy”, it is not hosted by licensed therapists or mental health professionals, and it is in no way a substitute for professional mental health services. We recognize the importance of mental well-being and encourage anyone facing personal difficulties to seek support from qualified professionals. See https://findahelpline.com/

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Production:

Production by ⁠supermix.io

Christian sits down with Jon Moore to unpack one of the most important — and most misapplied — practices in modern product teams: team objectives. They break down why OKRs often fail, how to make objectives meaningful for empowered teams, and why focus, trust, and problem-solving are at the heart of real product outcomes.

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Today’s discussion unpacks:

• What team objectives really are (and aren’t)

• Why most companies get OKRs wrong

• How to shift from outputs to outcomes

• The role of leadership in creating focus and context

• How to set clear, problem-based objectives

• The difference between team, business, and individual objectives

• Why functional goals kill cross-functional teams

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References:

• Empowered (book): https://www.svpg.com/books/empowered/

• Google OKRs: https://rework.withgoogle.com/guides/set-goals-with-okrs

• Marty Cagan on Empowered Teams: https://www.svpg.com/empowered-product-teams/

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SVPG series on team objectives:

• Accountability: https://www.svpg.com/team-objectives-accountability/

• Action: https://www.svpg.com/team-objectives-action/

• Ambition: https://www.svpg.com/team-objectives-ambition/

• Collaboration: https://www.svpg.com/team-objectives-collaboration/

• Commitments: https://www.svpg.com/team-objectives-commitments/

• Empowerment: https://www.svpg.com/team-objectives-empowerment/

• Management: https://www.svpg.com/team-objectives-management/

• Overview: https://www.svpg.com/team-objectives-overview/

• Summary: https://www.svpg.com/team-objectives-summary/

Where to find Jon Moore:

• LinkedIn: https://www.linkedin.com/in/jonathonmoore/

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Where to find Christian Idiodi:

• LinkedIn: https://www.linkedin.com/in/cidiodi/

-

Where to find SVPG:

• SVPG’s newest book, TRANSFORMED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model/

• Other books: https://www.svpg.com/books/

• Articles: https://www.svpg.com/articles/

• Workshops: https://www.svpg.com/

• Videos: https://www.svpg.com/videos

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Timestamps:

(00:56) What are company objectives?

(02:39) Why teams get OKRs wrong

(05:10) The true purpose of a team objective

(07:48) OKRs only work with the right team culture

(09:04) Leaders often want success shortcuts

(09:58) The mechanics of a great team objective

(13:28) Who should set team objectives?

(18:23) The optimal cadence for revising objectives

(20:11) Why environment shapes key results

(22:41) You should lead with context

(25:14) The high-integrity commitment

(27:50) Can many teams share one objective?

(28:59) A common objective pitfall

(30:29) How to reinforce accountability

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Disclaimer:

While this podcast is named “Product Therapy”, it is not hosted by licensed therapists or mental health professionals, and it is in no way a substitute for professional mental health services. We recognize the importance of mental well-being and encourage anyone facing personal difficulties to seek support from qualified professionals. See https://findahelpline.com/

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Production:

Production by ⁠supermix.io

Christian sits down with Marty to demystify one of the most talked-about, yet misunderstood topics in product: product strategy. They draw sharp lines between business strategy, go-to-market, vision, and product strategy; dig into why lack of focus masquerades as a “prioritization problem”; and unpack how strong product strategy drives alignment and results.

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Today’s discussion unpacks:

• A clear definition of product strategy

• How product strategy differs from business strategy

• What “we have a prioritization problem” really means

• Earning stakeholder trust

• Moving from feature roadmaps to outcome-based roadmaps

• How to pick focus areas

• How to increase the odds of success

• When and how AI belongs in your product strategy

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References:

• AMD: https://www.amd.com

• Amazon: https://www.amazon.com

• Apple: https://www.apple.com

• Boeing: https://www.boeing.com

• Coaching Transformation: Inside Datasite’s Radical Transformation to a Product Model Powerhouse https://www.youtube.com/watch?v=k8qnxHlfXwU

• Datasite: https://www.datasite.com

• Empowered (book): https://www.svpg.com/books/empowered/

• Google DeepMind: https://deepmind.google

• Netflix: https://www.netflix.com

• Nvidia: https://www.nvidia.com

• OpenAI: https://www.openai.com

• SpaceX: https://www.spacex.com

• TechCrunch: https://techcrunch.com

• TSMC: https://www.tsmc.com

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More from SVPG on product strategy:

• Articles on product strategy: https://www.svpg.com/insights/product-strategy-articles/

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Where to find Marty Cagan:

• LinkedIn: https://www.linkedin.com/in/cagan/

-

Where to find Christian Idiodi:

• LinkedIn: https://www.linkedin.com/in/cidiodi/

-

Where to find SVPG:

• SVPG’s newest book, TRANSFORMED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model/

• Other books: https://www.svpg.com/books/

• Articles: https://www.svpg.com/articles/

• Workshops: https://www.svpg.com/

• Videos: https://www.svpg.com/videos

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Timestamps:

(01:34) Defining product strategy

(05:43) Product strategy vs. business strategy

(13:51) Do you need a product vision?

(16:03) What characterizes a good strategy?

(23:25) How to coach executives on focus

(30:49) Earning stakeholder trust

(36:09) Who should solve and who should strategize?

(38:11) Annual planning vs. real strategy

(41:25) The two components of a product strategy

(45:14) Where product strategies fail

(48:41) How does AI impact product strategy?

(52:43) Strategic pivots: making the strategy a living artifact

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Disclaimer:

While this podcast is named “Product Therapy”, it is not hosted by licensed therapists or mental health professionals, and it is in no way a substitute for professional mental health services. We recognize the importance of mental well-being and encourage anyone facing personal difficulties to seek support from qualified professionals. See https://findahelpline.com/

-

Production:

Production by ⁠supermix.io

Christian sits down with Anuar Chapur and Gabrielle Bufrem to recount how they transformed Palace Resorts, a Mexico-based hospitality company with 15,000 employees and more than 6,000 rooms across seven countries. Together, they unpack the cultural shifts, mindset changes, and problem-solving approaches that helped a hospitality company start thinking and operating like a tech company.

–

Today’s discussion unpacks:

• How transformation drove 5x higher conversion rates and millions in cost savings  

• Concrete examples of how the company worked before and after transforming

• The role of coaching, trust building, team topology, and pilot teams

• The biggest challenges on the transformation journey

• Advice for anyone considering or undergoing transformation

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References:

• Changing How You Solve Problems: https://www.svpg.com/changing-how-you-solve-problems/

• SVPG’s Transformation Series: https://www.svpg.com/transformation-series/

• Transformation Defined: https://www.svpg.com/transformation-defined/

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Where to find Palace Resorts

• Company website: https://www.thepalacecompany.com/es

• Instagram: https://www.instagram.com/palaceresorts/

• Resorts website: https://www.palaceresorts.com/

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Where to find SVPG:

• SVPG’s newest book, TRANSFORMED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model/

• Other books: https://www.svpg.com/books/

• Articles: https://www.svpg.com/articles/

• Workshops: https://www.svpg.com/workshops/

• Videos: https://www.svpg.com/videos/

–

Where to find Anuar Chapur:

• LinkedIn: https://www.linkedin.com/in/anuar-chapur/

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Where to find Gabrielle Bufrem:

• Website: https://www.gabriellebufrem.com/

• LinkedIn: https://www.linkedin.com/in/gabriellebufrem/

• Newsletter: https://theproductleaderinsider.substack.com/

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Where to find Christian Idiodi:

• LinkedIn: https://www.linkedin.com/in/cidiodi/

–

Timestamps:

(00:00) Intro

(00:55) The company before transformation

(06:24) Bringing in a coach and building trust

(09:49) Gabrielle’s initial assessment

(11:20) Setting up a pilot team

(16:44) Problem discovery and problem solving

(18:26) Measuring success

(21:19) Using data to inform decisions and build trust

(23:12) An example of the product-mindset shift

(27:18) Changing team topology

(30:42) Biggest challenges on the transformation journey

(35:02) The results of transformation

(39:07) Advice for anyone going through a transformation

–

Disclaimer:

While this podcast is named “Product Therapy”, it is not hosted by licensed therapists or mental health professionals, and it is in no way a substitute for professional mental health services. We recognize the importance of mental well-being and encourage anyone facing personal difficulties to seek support from qualified professionals. See https://findahelpline.com/

–

Production:

Production by ⁠supermix.io

Christian sits down with fellow SVPG partner Lea Hickman to tackle a topic that rarely gets discussed openly: coaching up. Why is it taboo to give feedback to your manager? How do you coach leaders who are checked out, micromanaging, or think they’re always right? Hear Lea’s wisdom from her time coaching leaders and leading teams herself at companies like Adobe and IBM. 

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Today’s discussion unpacks:

• Why coaching up is different from managing up (and why it matters)

• How to ask for coaching and feedback, even from disengaged or difficult managers

• What to do when your manager thinks they’re always right

• Navigating ego, insecurity, and imposter syndrome in leadership

• How to “manage up” when your manager is new or underqualified

• Using a personal “user manual” to decode your manager’s style

• Why shaping your relationship with your manager is your responsibility too

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References:

• Adobe: https://www.adobe.com/

• IBM: https://www.ibm.com/

• Marty Cagan: https://www.linkedin.com/in/cagan/

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Where to find Christian Idiodi:

• LinkedIn: https://www.linkedin.com/in/cidiodi/

–

Where to find Lea Hickman:

• LinkedIn: https://www.linkedin.com/in/leahickman/

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Where to find SVPG:

• SVPG’s newest book, TRANSFORMED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model/

• Other books: https://www.svpg.com/books/

• Articles: https://www.svpg.com/articles/

• Workshops: https://www.svpg.com/

• Videos: https://www.svpg.com/videos/

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Timestamps:

(02:18) The taboo of coaching up

(04:04) Coaching up vs. managing up

(05:11) What to do if your manager doesn’t coach you

(08:28) Managers need to learn how to coach

(11:08) Coaching a manager who’s “always right”

(16:19) The real challenges of imposter syndrome

(17:17) How to coach a manager who isn’t engaged

(23:25) Underrated tools to help you coach up

(24:21) Write your own user manual

(31:32) When coaching up doesn’t work

(33:24) Two core skills to become a better employee

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Disclaimer:

While this podcast is named “Product Therapy”, it is not hosted by licensed therapists or mental health professionals, and it is in no way a substitute for professional mental health services. We recognize the importance of mental well-being and encourage anyone facing personal difficulties to seek support from qualified professionals. See https://findahelpline.com/

–

Production:

Production by

⁠supermix.io

Christian sits down with Shreyas Doshi to discuss product leadership. Shreyas has led teams at Stripe, Twitter, Google, and Yahoo, and he has coached 100s of founders and product executives across the industry. Learn why most product problems are product leadership problems, and how to hire the right product leader for your company stage. 

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Today’s discussion unpacks:

• Why nearly every product problem is a product leadership problem

• The essence of great product leadership

• 3 archetypal leadership styles—and how to spot them

• The key questions to ask before hiring a product leader

• How to hire the right product leader for your company stage

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References:

• 3 types of product leaders: https://coda.io/@shreyas/3-product-leader-archetypes

• The MSN exercise for hiring:  https://www.linkedin.com/posts/shreyasdoshi_a-job-description-jd-is-the-first-thing-activity-7058964842530934784-4H8F/

• SVPG articles on product leadership: https://www.svpg.com/insights/product-leadership-articles/

• Switching from creating to editing products: https://x.com/shreyas/status/1284499367383035904 

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Where to find Christian Idiodi: 

• LinkedIn: https://www.linkedin.com/in/cidiodi/

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Where to find Shreyas Doshi:

• LinkedIn: https://www.linkedin.com/in/shreyasdoshi/

• X/Twitter: https://x.com/shreyas

• Threads: https://www.threads.com/@shreyas.threads 

• Shreyas’ Product Sense Course (for founders & product leaders): https://maven.com/shreyas-doshi/product-sense

• More: https://linktr.ee/shreyasdoshi

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Where to find SVPG:

• SVPG’s newest book, TRANSFORMED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model/

• Other books: https://www.svpg.com/books/

• Articles: https://www.svpg.com/articles/

• Workshops: https://www.svpg.com/

• Videos: https://www.svpg.com/videos/

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Timestamps:

(00:00) Episode intro 

(00:20) Shreyas’ product leadership philosophy 

(07:37) Defining the product leader role

(12:46) Step #1 before hiring a product leader 

(15:55) The most important consideration when hiring product leaders

(17:33)  A common failure pattern in product leadership hiring 

(19:53) The 3 archetypal product leadership styles

(25:35) How to uncover someone’s product leadership style 

(31:37) The MSN exercise

(37:13) Before hiring a product leader, ask yourself these questions 

(40:39)  Closing recap 

(42:25) Where to find more from SVPG 

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Disclaimer:

While this podcast is named “Product Therapy”, it is not hosted by licensed therapists or mental health professionals, and it is in no way a substitute for professional mental health services. We recognize the importance of mental well-being and encourage anyone facing personal difficulties to seek support from qualified professionals. See https://findahelpline.com/

–

Production:

Production by ⁠supermix.io

Christian sits down with Marty Cagan to decode team topology: one of the most consequential yet misunderstood levers in product organizations. Learn how great leaders design product teams for maximum autonomy, clarity, and customer impact.

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Today’s discussion unpacks:

• How team topology is different from org structure
• Red flags that indicate a broken team structure
• The brutal trade-offs in optimizing for outcomes vs. velocity
• How cognitive load, chemistry, and trust affect team performance
• How to approach team design in growing or transforming orgs

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References:

• Amazon’s Two Pizza Team: https://aws.amazon.com/executive-• insights/content/amazon-two-pizza-team/
• Factors in Structuring a Product Organization by Marty Cagan: https://www.svpg.com/factors-in-structuring-a-product-organization/
• High Integrity Commitments by Marty Cagan: https://www.svpg.com/managing-commitments-in-an-agile-team/
• Pierre Omidyar: https://www.linkedin.com/in/pierre-omidyar-bb10687b/
• Team Topologies by Matthew Skelton and Manuel Pais: https://www.amazon.com/Team-Topologies-Organizing-Business-Technology/dp/1942788819

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Where to find SVPG:

• SVPG’s newest book, TRANSFORMED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model/
• Other books: https://www.svpg.com/books/
• Articles: https://www.svpg.com/articles/
• Workshops: https://www.svpg.com/
• Videos: https://www.svpg.com/videos/

–

Where to find Christian Idiodi:

• LinkedIn: ⁠https://www.linkedin.com/in/cidiodi/⁠

–

Where to find Marty Cagan:

• LinkedIn:⁠ https://www.linkedin.com/in/cagan/

–

Timestamps:

(00:00) Intro

(0:46) What is team topology?

(1:56) Top-down vs. bottom-up approaches

(3:01) Team topology ≠ org structure

(5:26) Optimizing for outcomes vs. throughput

(10:20) 3 signs you have a topology problem

(15:24) Who should own team topology?

(17:17) The surprising value of platform teams

(18:14) How do you define a product?

(20:36) The first step in a topology project

(22:23) The cost of scaling teams

(24:52) What high-performing topology requires

(25:13) Balancing resources and ratios

(32:36) Rolling out team topology changes

(33:34) Dismantling bureaucratic team bloat

(40:42) Addressing legacy teams and bureaucracy

–

Disclaimer:

While this podcast is named “Product Therapy”, it is not hosted by licensed therapists or mental health professionals, and it is in no way a substitute for professional mental health services. We recognize the importance of mental well-being and encourage anyone facing personal difficulties to seek support from qualified professionals. See https://findahelpline.com/

–

Production:

Production by ⁠supermix.io

Christian sits down with Doug Cullen and Thomas Fredell to recount how the trio transformed Merrill Corporation into Datasite. Learn from the real stories, strategies, and tactics that turned a 50y/o company into a modern product model powerhouse.

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Today’s discussion unpacks:

• The immense benefits of Datasite’s transformation

• The kinds of challenges that arise in a transformation process

• How to align stakeholders around a transformation

• The all-important interpersonal side of successful transformation

• Advice for anyone going through a transformation process

–

References:

• Changing How You Solve Problems: https://www.svpg.com/changing-how-you-solve-problems/

• Cloud Foundry: https://www.cloudfoundry.org/

• Datasite (Formerly known as Merrill Corporation): https://www.datasite.com/

• Digital Transformations: Datasite: https://www.svpg.com/podcasts/digital-transformations-datasite/?utm_source=chatgpt.com

• Good to Great by Jim Collins: https://www.amazon.com/Good-Great-Some-Companies-Others/dp/0066620996

• Microservices Architecture Style: https://learn.microsoft.com/en-us/azure/architecture/guide/architecture-styles/microservices

• MongoDB: https://www.mongodb.com/

• SVPG’s Transformation Series: https://www.svpg.com/transformation-series/ 

• Transformation Defined: https://www.svpg.com/transformation-defined/

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Where to find SVPG:

• SVPG’s newest book, TRANSFORMED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model/

• Other books: https://www.svpg.com/books/

• Articles: https://www.svpg.com/articles/

• Workshops: https://www.svpg.com/

• Videos: https://www.svpg.com/videos/

–

Where to find Christian Idiodi:

• LinkedIn: https://www.linkedin.com/in/cidiodi/

–

Where to find Doug Cullen:

• LinkedIn: https://www.linkedin.com/in/dougcullen/

–

Where to find Thomas Fredell:

• LinkedIn: https://www.linkedin.com/in/fredell/

–

Timestamps:

(00:00) Intro 

(01:02) The results of this transformation 

(03:21) Why Doug and Thomas joined the company 

(07:07) The company before transformation 

(12:17) First steps on the transformation journey 

(15:11) Near misses on the road to success 

(16:37) How do you pitch transformation to a board? 

(18:56) Finding the courage to make difficult changes 

(20:24) Uniting teams around transformation 

(26:51) The importance of building trust

(31:29) Roadbumps on the transformation journey 

(37:18) Transforming the tech foundations

(41:01) The importance of real customer discovery 

(45:28) Shifting how choices are made 

(49:06) Merrill's key transformation outcomes 

(50:08) Closing advice for transformations

–

Disclaimer:

While this podcast is named “Product Therapy”, it is not hosted by licensed therapists or mental health professionals, and it is in no way a substitute for professional mental health services. We recognize the importance of mental well-being and encourage anyone facing personal difficulties to seek support from qualified professionals. See https://findahelpline.com/

–

Production:

Production by ⁠supermix.io

Where to find SVPG:

• SVPG’s new book, EMPOWERED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model
• Other books: https://www.svpg.com/books
• Articles: https://www.svpg.com/articles
• Workshops: https://www.svpg.com
• Videos: https://www.svpg.com/videos

In this episode, Christian sits down with SVPG founder Marty Cagan to discuss how AI is changing product management. They lay out why the role is becoming more complicated and more important, and they share practical advice for preparing for that future. 

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Today’s discussion unpacks:

• Examples of AI making product management more complicated 

• How AI impacts different types of product risk 

• New dynamics between PM, design, and engineering 

• What to do if you’re on a feature team or lack a strong product leader 

• How to future-proof your PM role 

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Relevant SVPG Content on AI and Product: 

• A Vision For Product Teams: https://www.svpg.com/a-vision-for-product-teams/

• AI Product Management 2 Years In: https://www.svpg.com/ai-product-management-2-years-in/

• Coaching AI – The Impact on Product Teams (podcast): https://open.spotify.com/episode/4SEoYfq6w2EbiQ9LUnNWSB?si=4ca3358af34a4c52

• Creating Intelligent Products: https://www.svpg.com/creating-intelligent-products/

• Disruption and Denial: https://www.svpg.com/disruption-and-denial/

• INSPIRED in the Generative AI Era: https://www.svpg.com/inspired-in-the-generative-ai-era/

• Product, Design and AI: https://www.svpg.com/product-design-and-ai/

• Team Autonomy and AI: https://www.svpg.com/team-autonomy-and-ai/

• The Era of the Product Creator: https://www.svpg.com/the-era-of-the-product-creator/

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References:

• Coaching Product Sense (podcast): https://open.spotify.com/episode/7xBsFO7zrZPD4Cj0GdgDuA?si=4df04f177f0c4fe8

• The Four Big Risks by Marty Cagan: https://www.svpg.com/four-big-risks/

• Product Risk Taxonomy by Marty Cagan: https://www.svpg.com/product-risk-taxonomies/

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Where to find SVPG:

• SVPG’s new book, TRANSFORMED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model/

• Other books: https://www.svpg.com/books/

• Articles: https://www.svpg.com/articles/

• Workshops: https://www.svpg.com/

• Videos: https://www.svpg.com/videos/

–

Where to find Christian Idiodi:

• LinkedIn: https://www.linkedin.com/in/cidiodi/

–

Where to find Marty Cagan: 

• LinkedIn: https://www.linkedin.com/in/cagan/

–

Timestamps: 

(00:00) Intro

(00:35) Why AI makes PM more important and complicated

(03:50) Feasibility risks in AI products

(06:29) How collaboration with tech leads is changing

(08:16) New dynamics between PM, design, and engineering 

(11:08) Emerging design patterns

(13:08) Who owns trust in AI products?

(14:14) Value risk and the AI label rush

(17:26) How to win customers in a crowded market

(20:21)  Viability risks

(22:26) Regulatory compliance challenges

(26:00) The skill that future-proofs your PM role

(28:01) How to build product sense without a strong product leader

(29:36) What to do if you’re a PM within a feature team

(31:05) Closing thoughts

(31:44) Where to learn more from SVPG

–

Disclaimer:

While this podcast is named “Product Therapy”, it is not hosted by licensed therapists or mental health professionals, and it is in no way a substitute for professional mental health services. We recognize the importance of mental well-being and encourage anyone facing personal difficulties to seek support from qualified professionals. See https://findahelpline.com/

–

Production:

Production by ⁠supermix.io