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Product Management for Non-Product Managers


David Lifson
VP Product, XO Group

Questions? Read our FAQs

About This Class

Learn how to work with designers and developers to successfully build digital products. This class shows you how to flesh out your ideas, identify your risks, validate your assumptions, and launch your first version. You'll also learn how to think about combining your long-term vision with key metrics to create a product roadmap once you've found product / market fit.


  • Introduction 1:44
  • What Is a Product Manager? 1:12
  • Finding Product Market Fit 5:13
  • Finding Product Market Fit with Student Examples 6:14
  • How The Business Model Drives The Product Road Map 6:45
  • Q: Do you have to pick just one value proposition? 2:48
  • Q: How do you deal with two-sided communities? 4:42
  • Q: How much is a PM involved with marketing? 1:55
  • Using Metrics to Manage a Roadmap 5:09
  • Q: How much technical knowledge do you need? 4:57
  • Q: What metrics can confirm product/market fit? 1:29
  • Q: How can I test pricing without upsetting my user base? 3:31
  • Q: What are some resources for market sizing and financial projections? 4:32
  • Thank You + Bye! 2:05


  • Describe what a product manager does
  • Collaborate effectively with designers and developers to build digital products

About the Instructor(s)


David Lifson
VP Product
XO Group

David Lifson is VP of Product at XO Group, in charge of The Knot’s wedding vendor marketplace. Formerly, he was VP of Product at Homepolish, Sr. Director of Product Management at Poppin, and GM of Digital Product and Engineering at General Assembly, responsible for all technology at GA, from e-commerce website to internal tools to online education delivery. Prior to joining General Assembly, he co-founded Postling, a social media management tool for small businesses that he sold to LocalVox Media in 2012. He has also been VP of Product at Etsy, Technical Product Manager for Amazon's Personalized Recommendations team, and started his career as a software engineer on Amazon's Community team. He also volunteered for 3 years as the official AngelList Scout in NYC, connecting over 450 investors to high-potential startups.

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