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

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6. Activate Your Advocates

Product management is an influence discipline.

Because product and brand managers typically have little direct-line authority over budget or resource, catalyzing others to act in a desired way is the name of the game. This is true both inside your organization and, for the social product manager, externally as well.

The product manager is typically the de facto leader of a federated organization, with each individual participant acting on independent thinking but sharing common ideas and objectives. This chapter explores how to activate your advocates as influencers. Both internal and external people you touch are also influencers—on colleagues, customers, prospects, and industry figures.

To emphasize the point, many ...

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