59: Driving Product Inclusion

How To Succeed In Product Management | Jeffrey Shulman, Red Russak & Soumeya Benghanem

In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board member Red Russak welcome Giselle Mota (ADP) to talk about product inclusion and product equity. With product inclusion, users feel seen and feel that their needs are met. This is why inclusion is an important aspect PMs must have and learn and how they can incorporate this in their products.

Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.

What to Listen For:

• 00:00 Intro
• 06:15 Definition of inclusion
• 09:54 Making the business case
• 11:47 Educate to ensure product inclusion
• 15:21 Product inclusion is not just in the language but also data that’s used
• 19:20 How to test inclusivity
• 22:38 Product management is an iterative process
• 27:36 Book recommendations
• 29:23 Is there anything unique about product inclusion and equity?
• 31:52 Mainstream user vs. extreme user
• 33:55 Factors that are accelerating inclusivity
• 36:38 Improving AI voice
• 39:08 Roles dedicated to product inclusion and product equity
• 47:21 Advice for product managers to be more equitable and inclusive
• 50:11 Final thoughts