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Conducting Great PM Interviews 
Reverse Engineering Interviews to 
Reduce False Negatives 
Gayle Laakmann McDowell 
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gayle.com 
AOL Bootcamp Oct 2014
Gayle Laakmann McDowell 
(CS) (MBA) 
<dev> </dev> 
Author Interview Coach Interview Consulting 
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gayle.com 
1
The Problem(s) 
1. Great employees often aren’t great 
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interviewees. 
2. Interviewers often aren’t good. 
2 
Rejecting great people 
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What I Coach 
Download at: 
CrackingThePMInterview.com 
3
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gayle.com 
What I Coach 
Download at: 
CrackingThePMInterview.com 
4
Typical PM Questions 
• Behavioral/Experience 
• Technical Questions 
• Strategy 
• Product 
• Analytical 
• Knowledge 
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5
How “They” Interview 
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• Startups 
– Lean towards “practical” 
• Google, Microsoft, Amazon, etc. 
– Lean towards hypotheticals 
6
Skills vs. Attributes 
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7 
What do you want?
Skills vs. Attributes 
Knowledge & Experience 
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Technical 
Metrics 
Design Specs 
Industry Expertise 
… 
8 
Personal Attributes 
Intelligence 
Drive 
Initiative 
Passion 
…
Skills vs. Attributes 
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9
What You Want 
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10 
Product Knows what to build 
Execution Will get it done 
Culture Fit Works well with others
What You Want 
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11 
Product • Vision 
• Empathy 
• Analytical 
Execution • Initiative 
• Opinionated 
• Drive 
• Project 
mgmt 
Culture Fit • Enjoyable 
• Open to 
feedback 
• No jerks
Product 
• Design a ___________. 
• Favorite product & why? 
• What would you improve about our product? 
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12
What to Look For 
• Do they really get the user? 
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– Surface level & deep 
• Do the features/design make sense? 
• Can they defend decisions? 
• Will they change their mind with other info? 
• Execution: 
– Can they prioritize? 
– Can they execute? 
13
Issues: Design a ___ 
• Yay: Starts from scratch 
• Nay: Bias towards knowledge 
• Nay: Coaching matters 
• Nay: Your bias 
• Nay: Hypothetical 
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14
Issues: Favorite Product 
• Yay: Something they know 
• Nay: Bias towards preparation 
• Nay: Some products better than others 
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15
Issues: Our Product 
• Yay: It matters 
• Yay: Ensures alignment 
• Nay: Group think 
• Nay: Uneven playing field 
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16
Recommendation 
• Need to know space? 
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– Our product 
• Else? 
– Hypothetical 
• Encourage questions 
17
Execution 
• What have they done? 
• Why? 
• How? 
• What would they do differently? 
• What if…? 
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18
Common Issues 
• “Lack of personal accomplishments” 
– Didn’t do much? 
– Or doesn’t boast much? 
• Can’t immediately think of example 
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19
Recommendation 
• Look for initiative & drive 
– More than just following orders 
• Don’t be overly specific 
• Probe deeper 
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20
Culture Fit 
Personality 
+ 
Your Culture 
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21
Common Issues 
• Lack of clarity around culture 
• Not structuring culture interview 
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22
What about skills? 
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23
Good Skills? 
• Technical knowledge? 
• Industry expertise? 
• Metrics? 
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24
What about the skills? 
Proxy Knowledge 
vs 
Deep Knowledge 
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25
Proxy Knowledge 
• Can reasonably expect that someone would 
know it 
• But is that true? 
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26
Deep Knowledge 
• Need someone who really knows this 
• But is that true? 
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27
Technical Skills 
• How much is enough? 
• Talk to and work with developers 
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28
Common Issues 
• Requiring more than you need 
• Can be really intimidating 
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29
My Recommendation 
Explain prior work 
 Push deeper 
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30
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31
It’s About… 
Job Performance 
NOT 
Interview Performance 
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32
Don’t get too caught up 
in the question. 
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33
Approach interview 
process like an engineer 
(it has bugs!) 
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facebook.com/gayle 
gayle.com 
34

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Hiring Great Product Managers

  • 1. Conducting Great PM Interviews Reverse Engineering Interviews to Reduce False Negatives Gayle Laakmann McDowell twitter.com/gayle facebook.com/gayle gayle.com AOL Bootcamp Oct 2014
  • 2. Gayle Laakmann McDowell (CS) (MBA) <dev> </dev> Author Interview Coach Interview Consulting twitter.com/gayle facebook.com/gayle gayle.com 1
  • 3. The Problem(s) 1. Great employees often aren’t great twitter.com/gayle facebook.com/gayle gayle.com interviewees. 2. Interviewers often aren’t good. 2 Rejecting great people 
  • 4. twitter.com/gayle facebook.com/gayle gayle.com What I Coach Download at: CrackingThePMInterview.com 3
  • 5. twitter.com/gayle facebook.com/gayle gayle.com What I Coach Download at: CrackingThePMInterview.com 4
  • 6. Typical PM Questions • Behavioral/Experience • Technical Questions • Strategy • Product • Analytical • Knowledge twitter.com/gayle facebook.com/gayle gayle.com 5
  • 7. How “They” Interview twitter.com/gayle facebook.com/gayle gayle.com • Startups – Lean towards “practical” • Google, Microsoft, Amazon, etc. – Lean towards hypotheticals 6
  • 8. Skills vs. Attributes twitter.com/gayle facebook.com/gayle gayle.com 7 What do you want?
  • 9. Skills vs. Attributes Knowledge & Experience twitter.com/gayle facebook.com/gayle gayle.com Technical Metrics Design Specs Industry Expertise … 8 Personal Attributes Intelligence Drive Initiative Passion …
  • 10. Skills vs. Attributes twitter.com/gayle facebook.com/gayle gayle.com 9
  • 11. What You Want twitter.com/gayle facebook.com/gayle gayle.com 10 Product Knows what to build Execution Will get it done Culture Fit Works well with others
  • 12. What You Want twitter.com/gayle facebook.com/gayle gayle.com 11 Product • Vision • Empathy • Analytical Execution • Initiative • Opinionated • Drive • Project mgmt Culture Fit • Enjoyable • Open to feedback • No jerks
  • 13. Product • Design a ___________. • Favorite product & why? • What would you improve about our product? twitter.com/gayle facebook.com/gayle gayle.com 12
  • 14. What to Look For • Do they really get the user? twitter.com/gayle facebook.com/gayle gayle.com – Surface level & deep • Do the features/design make sense? • Can they defend decisions? • Will they change their mind with other info? • Execution: – Can they prioritize? – Can they execute? 13
  • 15. Issues: Design a ___ • Yay: Starts from scratch • Nay: Bias towards knowledge • Nay: Coaching matters • Nay: Your bias • Nay: Hypothetical twitter.com/gayle facebook.com/gayle gayle.com 14
  • 16. Issues: Favorite Product • Yay: Something they know • Nay: Bias towards preparation • Nay: Some products better than others twitter.com/gayle facebook.com/gayle gayle.com 15
  • 17. Issues: Our Product • Yay: It matters • Yay: Ensures alignment • Nay: Group think • Nay: Uneven playing field twitter.com/gayle facebook.com/gayle gayle.com 16
  • 18. Recommendation • Need to know space? twitter.com/gayle facebook.com/gayle gayle.com – Our product • Else? – Hypothetical • Encourage questions 17
  • 19. Execution • What have they done? • Why? • How? • What would they do differently? • What if…? twitter.com/gayle facebook.com/gayle gayle.com 18
  • 20. Common Issues • “Lack of personal accomplishments” – Didn’t do much? – Or doesn’t boast much? • Can’t immediately think of example twitter.com/gayle facebook.com/gayle gayle.com 19
  • 21. Recommendation • Look for initiative & drive – More than just following orders • Don’t be overly specific • Probe deeper twitter.com/gayle facebook.com/gayle gayle.com 20
  • 22. Culture Fit Personality + Your Culture twitter.com/gayle facebook.com/gayle gayle.com 21
  • 23. Common Issues • Lack of clarity around culture • Not structuring culture interview twitter.com/gayle facebook.com/gayle gayle.com 22
  • 24. What about skills? twitter.com/gayle facebook.com/gayle gayle.com 23
  • 25. Good Skills? • Technical knowledge? • Industry expertise? • Metrics? twitter.com/gayle facebook.com/gayle gayle.com 24
  • 26. What about the skills? Proxy Knowledge vs Deep Knowledge twitter.com/gayle facebook.com/gayle gayle.com 25
  • 27. Proxy Knowledge • Can reasonably expect that someone would know it • But is that true? twitter.com/gayle facebook.com/gayle gayle.com 26
  • 28. Deep Knowledge • Need someone who really knows this • But is that true? twitter.com/gayle facebook.com/gayle gayle.com 27
  • 29. Technical Skills • How much is enough? • Talk to and work with developers twitter.com/gayle facebook.com/gayle gayle.com 28
  • 30. Common Issues • Requiring more than you need • Can be really intimidating twitter.com/gayle facebook.com/gayle gayle.com 29
  • 31. My Recommendation Explain prior work  Push deeper twitter.com/gayle facebook.com/gayle gayle.com 30
  • 33. It’s About… Job Performance NOT Interview Performance twitter.com/gayle facebook.com/gayle gayle.com 32
  • 34. Don’t get too caught up in the question. twitter.com/gayle facebook.com/gayle gayle.com 33
  • 35. Approach interview process like an engineer (it has bugs!) twitter.com/gayle facebook.com/gayle gayle.com 34