Product Management is a challenging job. But as someone who is setting up, or managing the product management in a business, you will know there are a whole new set of challenges.

We’ve worked with Product Leaders from across the world, in many industries and company settings. Through our services for Product Leaders and analyzing our annual Product Management and Product Marketing Survey, we’ve built up a picture of the characteristics of Product Leaders. We noticed that they correlate with the amount of experience they have in Product Management, and also how long they’ve been in a senior leadership position. To illustrate this, we’ve used these two dimensions to create four personas: