Figuring out what should be built and why is the hardest part of building. And it’s impossible to do it alone. Product management can’t just throw a spec over the fence to the rest of the team—every part of the business should be involved. That doesn’t mean the product manager should build by consensus, but engineering, marketing, finance, sales, customer support, and legal will all have ideas and useful insights that will help shape the narrative before the product is built. And they’ll continue to improve that narrative as the product evolves.
