Start Free Trial
Start Free Trial

Glossary: Product Management

Hand-picked product management terms, definitions, and frequently asked questions. Each product management term is defined and explained simply by our research team.

Product Management
  • A
  • B
  • C
  • D
  • E
  • F
  • G
  • H
  • I
  • J
  • K
  • L
  • M
  • N
  • O
  • P
  • Q
  • R
  • S
  • T
  • U
  • V
  • W
  • X
  • Y
  • Z


A/B Test

An A/B test is an essential comparative process used to identify which version of two items is most effective, such as PPC ads, landing pages, and more.

Read more →
Affinity Diagram

An affinity diagram is an organizational tool used to consolidate large volumes of information or data according to their similarities, or affinities.

Read more →
Affinity Grouping

Affinity Grouping is a collaborative tool used for gathering qualitative data and sorting it based on shared themes. The process also involves prioritizing the groups formed and agreeing on actions that should be taken based on the results.

Read more →




Product cannibalization is when a company has several products that compete with one another within the same market.

Read more →
Change Management

A methodical approach to aiding staff covert from one system or process to another.

Read more →
Concept Review

A concept review is a discussion where you evaluate different or competing concepts and decide which ones you're going to invest in and see through to completion.

Read more →
Continuous Delivery (CD)

Continuous Delivery (CD) is defined as the ability to deliver product updates to customers as quickly and frequently as possible.

Read more →
Customer Advisory Board (CAB)

A customer advisory board is a group of customers brought together by a business to provide expert advice and share insights about its products and services.

Read more →
Customer Development

A framework that assesses whether or not the product fulfills the customer’s needs.

Read more →
Customer Empathy

Customer empathy is the ability to see the world through your user’s eyes. This understanding helps you see where your product fits into their lifestyle, and where it can really add value.

Read more →
Customer Journey Map

A customer journey map outlines each step, across all touchpoints, that a user takes to interact with or buy from your product, service or brand. Customer journey maps can increase empathy with users and reveal areas for added value.

Read more →
Customer Success

Customer success is a relationship-focused business strategy. Its primary focus is to help a customer achieve their goals when using a product or service — and to do so in an engaging, satisfying way.

Read more →














A persona is an imaginary profile designed to represent the details of a set of end-users.

Read more →

Personalization is the act of tailoring a service or a product to accommodate a specific individual or group.

Read more →

Pivot is a strategy that is used to redirect the business objective of a project or product.

Read more →

This is a process by which a set of tasks are assessed for the order in which they will be developed.

Read more →
Product Description Sheet

A product description sheet defines the scope of a product in specific terms. The document is used during the planning phase to create a clear idea of what the final product should look like, and is then passed on to the development team for execution.

Read more →
Product Development Process

A methodical approach to aiding staff covert from one system or process to another.

Read more →
Product Differentiation

Product differentiation is how a business distinguishes a service or product from others that are available in the same category.

Read more →
Product Discovery

Product discovery is the customer-centric process of determining whether or not a product or feature should be developed. It requires in-depth customer knowledge, to identify and validate which user problem(s) a build could solve.

Read more →
Product Disruptor

A product disruptor is an innovation that adds new value to a business, by future-proofing against market threats, competitor rivalry or customer behavior change.

Read more →
Product Enablement

Product enablement increases awareness and understanding of a business’s product(s) across the entire organization, with the aim of making each and every employee higher performing.

Read more →
Product Excellence

Product excellence refers to a framework for developing a product or feature based on a deep understanding of user needs. Product excellence enables businesses to innovate more efficiently, enabling them to get the right products to market quickly.

Read more →
Product Lifecycle

The product lifecycle is the journey each product takes from the inception of an idea all the way through to a product’s retirement.

Read more →
Product Management Audit

A comprehensive assessment concerning the processes and strategy of an organisation’s product management.

Read more →
Product Manager

A product manager is responsible for the success of a product. The product manager has profound knowledge on the developed product and everything that goes with it.

Read more →
Product Marketing Manager

This is the person who’s chief objective is to broadcast the value of the product to the market.

Read more →
Product Ops

Product ops, referring to product operations, supports a cross-functional product team to constantly ensure and improve their efficiency.

Read more →
Product Owner (PO)

The product owner (PO) represents next to the ScrumMaster and the development team a key player in a Scrum team.

Read more →
Product Portfolio Management

This refers to the strategic administration of all the products owned by the organization.

Read more →
Product Requirements Document

A product requirements document (PRD) is a detailed outline of all functionalities a software product must fulfill when being delivered.

Read more →
Product Requirements Management

Product requirements management refers to the process of collecting, analyzing, tracking, and prioritizing product requirements. These requirements are usually communicated later on to key stakeholders.

Read more →
Product Roadmap

Product roadmaps the vision and strategic objectives for a product over time. They give development teams and stakeholders a ‘single source of truth’ that captures all the steps needed to deliver against objectives.

Read more →
Product Spec

A product spec provides teams with critical information to guide them as they bring products to market, covering such contextual details as the target audience, user goals, and intended outcomes.

Read more →
Product Stack

This refers to the tools that a product manager has at their disposal in order to get the product to the marketplace.

Read more →
Product Strategy

A product strategy is your business’s goal(s) for a product and the in-depth process for achieving success

Read more →
Product Vision

A product vision aims to describe the future state of a product. It is the core essence of the product.Ideally, the product vision will serve as a guide for the stakeholders, as it will remind them of the general direction the product should be taking

Read more →
Product-Market Fit

Product-market fit refers to the way in which a brand’s product is capable of satisfying the current market, by supplying enough units of a high-enough quality to meet demand. 

Read more →
Program Management

The grouping together of multiple projects to meet a strategic objective.

Read more →
Program Manager

A program manager’s essential objective is to reconcile multiple projects and teams by coordinating them and giving strategic guidance to the company’s project managers.

Read more →
Project Manager

A project manager is responsible for the execution of a project from start to finish. A project manager is often the bridge between the team, deliverables and upper management.

Read more →
Project Roadmap

A project roadmap is a visual overview capturing all critical elements of a project, from kickoff to final delivery.

Read more →

Prototypes offer teams a valuable opportunity to conduct in-depth testing on products and concepts during the development process.

Read more →




SWOT Analysis

The SWOT analysis framework assessing the strengths, weaknesses, opportunities, and threats related to business, their rivals, or their project planning. SWOT is an acronym for these four factors.

Read more →
Scope Creep

Scope creep describes the tendency for projects to gradually expand, and take on a different scope of activity or output than was initially planned.

Read more →
Ship Products

Shipping products is part of an iterative workflow, in which an MVP (Minimum Viable Product) is released to gather valuable feedback. This information inspires future updates to improve the product and deliver a better user experience.

Read more →
Six Thinking Hats

The Six Thinking Hats is a method used to make creative discussions more productive. It's based on the work of Dr. Edward de Bono, a widely respected psychologist and author.

Read more →
Soft Skills

Soft skills are personal attributes that enhance our ability to perform our professional roles. Problem-solving, communication, and emotional intelligence are some of the most sought after soft skills.

Read more →
Stage-Gate Model

The Stage-Gate model is a process used to structure the product development cycle into a series of stages and gates. Each stage represents a milestone, and a gate separates each stage, where teams decide if and how to move forward.

Read more →

This is a person or group who can influence the success of the product, or in contrast, be affected by the product.

Read more →
Stakeholder Analysis

This is an assessment of all of the people who will either have an impact on the success of the product or will be affected by it.

Read more →
Stakeholder Management

The identification, assessment, and planning, of actions that are designed to engage with a business’ stakeholders.

Read more →
Story Mapping

Story mapping is the visualization of a user’s journey with your product, breaking each step down into user stories. This exercise can help you see clearly which features and functionalities are essential for your MVP.

Read more →






Building better products
starts here

Receive thought-leading content delivered straight to your inbox:
From product management, prioritization, roadmaps to strategy,
we’ve got you covered.
By signing up, I agree to the airfocus Privacy Policy and Terms of Service.