Skip to main content

Product Management Is Dead. Long Live the Maker.

The role of the product manager as we’ve known it—focused only on strategy, prioritization, product and alignment—is disappearing. Not in five years. Not theoretically. Now.

The shift is already underway inside tech—Microsoft, Amazon, Google and every Startup. And the people thriving in this new world? They’re not the ones clinging to swim lanes or optimizing roadmaps. They’re the ones embracing AI and becoming something new: makers.

Ironically, the old-school “Program Managers” that originally existed—the scrappy, do-whatever-it-takes types—are closer to what’s needed today. The ones who build. The ones who ship.


The Rise of the Maker Era

While at Microsoft, one of my side projects involved driving AI adoption across teams. And one thing was unmistakably clear: this wasn’t a gentle suggestion from leadership. My interpretation:

Use AI, or be left behind.

This wasn’t hype. The shift was real. And once you truly lean into AI, your output changes dramatically. For me, it looked like this:

  • Wrote detailed planning documents, Specs, decks in hours

  • Analyzed complex data in minutes

  • Ran deep research in a day

  • Produced polished partner-facing content in seconds

  • “Vibe coded” prototypes in a few hours

  • Built and shipped a full intake system—frontend, backend, and notifications—in 48 hours

  • Caught up across dozens of meetings and conversations at record speed

I wasn’t just a PM anymore. I was a researcher, designer, developer, and writer. I became a maker. Oddly, it felt very much like my early days at Microsoft, and I loved it. 

What Happens Next: 5 Predictions

1. Companies Will Hire Makers, Not Titles
Job titles like “PM” or “Engineer” might stick around, but what companies are really hiring for is capability. Can you build something end-to-end? Can you adapt and learn with AI at your side?

If you’ve leaned heavily on strategic thinking and avoided the hands-on work, this is the moment to re-skill. The writing is already on the wall—even if it’s not spelled out yet:

We are defining our overarching corporate strategy and structure and leading our continuous transformation as a company.
— Microsoft Senior Leadership Update

2. Lean and Mean, Powered by AI
Layoffs aren’t just a response to market conditions—they’re a reflection of a new reality. Teams powered by AI can do more with less. AI will be the first tool leaders reach for when solving problems. "Hiring" AI instead of more headcounts will become commonplace. 

Agentic AI is reshaping the workforce.
— Salesforce

3. Agility Will Be Ruthless, and Middle Management Will Be Significantly Reduced
The new standard is speed to value. Anything that slows down execution—process-heavy reviews, excessive meetings, complex approval chains—will be cut. Additionally AI enables people managers AND product managers to lead larger teams effectively. The focus will shift from oversight to enablement. Those that remain at people management roles will have at least 10 "makers" reporting to them on any given project.   

 Jassy spoke out in a leaked recording against having a heavy layer of middle management at Amazon. — Amazon CEO Andy Jassy via Fortune 

Microsoft Layoffs: Next Wave of Job Cuts to Target Mid-level Managers, Non-Tech Roles — (various reports)

Final Thoughts

We’re stepping into a new era—one that rewards creation over coordination. The people who’ll thrive aren’t the ones with the cleanest slides or tightest frameworks. They’re the ones who can make things happen, fast, with AI by their side.

So yeah, product management as we knew it? It’s dead.

And in its place, something better is rising.

The age of the maker. Are you ready for it? 

Comments

Post a Comment

Popular posts from this blog

Zen of the Platform PM

In the rapidly evolving landscape of technology, the role of a Platform Product Manager (PM) has become increasingly critical. Platforms serve as the backbone for countless applications, integrations, and innovations, making the PM's role pivotal in ensuring their success. This book, "Zen of the Platform PM," is designed to provide you with practical insights, strategies, and philosophies that can transform your approach to platform product management. Through a series of concise and actionable chapters, we explore the core principles that can help you navigate the complexities of this role. From fostering a culture of innovation and collaboration to prioritizing depth over breadth in your API design, each chapter delves into essential aspects of platform management. We emphasize the importance of direct customer engagement, the value of a dedicated Customer Success team, and the necessity of measuring success through meaningful user engagement. Whether you are a seasoned...
Post a Comment
Read more

Beyond the Buzzword: How to Truly Empower Your Team

We've all experienced it —either asking or receiving a question that is answered with: “I want you to feel empowered.” It’s easy to say, but what does it really mean? Why did the person need to ask for input in the first place? Empowerment is a popular leadership buzzword, but it often falls short in practice. I’ve had moments where, despite my best intentions, my teams felt stuck, lost, or unable to perform because the right support wasn’t fully in place. Simply telling someone they’re empowered doesn’t magically create the conditions for it. Without the right tools, environment, and guidance, teams can quickly struggle. As project leaders, our role is to speed up decision-making, remove obstacles, and set our teams up for success—not leave them to navigate challenges alone. When your team asks for input, it’s not a lack of initiative. There's always an underlying reason. Instead of brushing it off with “I want you to feel empowered,” ask yourself: What’s stopping them from ac...
Post a Comment
Read more