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Opting In: Lessons in Social Business from a Fortune 500 Product Manager by Ed Brill

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4. Offense or Defense

Product management is a sport. You might never have thought of product or brand management in the context of sport, but every one of us plays both offense and defense on a daily basis.

The social product manager is the player/coach who has the opportunity to take charge and drive initiatives, as well as withstand and resist attack. Both offense and defense can be used to overcome obstacles, reset expectations, and focus individuals and teams on achieving results.

This chapter explores the notion of when a social product manager should use which set of tactics. Importantly, we examine these techniques through the lenses of engaged, transparent, and nimble as discussed earlier, as well as the importance of credibility and ...

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