“Influence without authority.” is one of the phrases most of us hear while delving into the world of product management. As a Product Manager, your role is to lead the development of a product while working collaboratively with a team of professionals such as customer success, UX/UI designers, marketing, sales, and software engineers. But, most of us neither have the formal authority nor experience in every field of work to direct the team's actions.

While some people position a product manager as the CEO of a product, the main difference is the level of authority. As Product Managers, you must drive product development by leading and guiding your team, without the power to tell them what to do. This skill of influencing without authority is critical, and it requires you to build up your influence to ensure that the team is working toward the same goals.

Meaning of Influence

In the context of Product Management, influence pertains to a Product Manager’s capacity to achieve their desired end result. It essentially means ‘guiding people on what to do.’ Additionally, influence encompasses the ability to persuade others and align their opinions with yours. For a product to succeed, it’s crucial to have all stakeholders in agreement on various aspects, ranging from vision to prioritization.

Product Managers often quip that ‘with great responsibility comes no power,’ emphasizing the importance of building influence without formal authority. A Product Manager’s influence is established through a combination of their behavior towards their teammates, their track record of success, and how they present their decisions. Their influence impacts the length of time it takes to convince others to adopt their ideas and the level of trust they place in the decision-making process.

Influencing Without Authority

Influence is like developing a habit that requires regular reinforcement and training over time. It’s a skill that doesn’t materialize overnight and necessitates time and practice to cultivate.

However, it’s a learned ability that anyone can start honing today, regardless of where they are in their career. Here are some of the most effective strategies for becoming a more influential Product Manager:

1. Be an active listener: Active listening is a crucial skill for effective leadership. An effective leader creates a safe and inclusive environment that encourages people to share their ideas without feeling undervalued or judged. To build such an environment, you can actively seek opportunities to hear fresh perspectives and suggestions, such as brainstorming sessions, shared documents for idea exchange, and open invitations to collaborate. When your team members feel heard and valued, they are more likely to support the project and work toward its success. In your one-to-one meetings with team members, you can demonstrate active listening by asking questions, following up on points, and taking notes. This shows that you take their input seriously and that their ideas have an impact on the product.

2. Always rely on data: In most situations, understanding or going by data is reliable when it comes to closing decisions. If you make decisions and share opinions without backing them up with relevant data, then you risk coming across as just another individual with subjective views. On the other hand, when you use data and research to support your arguments and decisions, you demonstrate that you are equipped with evidence to support your ideas. This indicates that you are well-informed, have taken the time to validate your instincts, and are making objective choices based on factual information.

3. Get comfortable with disagreements/resistance: Disagreements/resistance can be challenging, especially when you believe you’re right. However, in a professional setting, you have to acknowledge that someone else might have a stronger opinion or a louder voice than you. Instead of dismissing criticism, try to embrace it. Ignoring criticism can negatively affect both you and your product. There are two key reasons for this: First, the critic might actually be right, and taking the time to understand their perspective can help you avoid future issues. Second, you have an opportunity to explain yourself and debunk the criticism, to prove your opinions.

4. Consider people’s interests: Most people usually tend to prioritize their own interests. Even in a team that cares deeply about the product and the shared vision, individuals from different disciplines may have conflicting perspectives. For example, the sales team may want to add a new feature one of the customers is requesting while the Engineering team thinks it’s not possible to build that feature. In such cases, it is important to understand and respect each person’s point of view. It is not about one person being right or wrong, but finding a compromise that benefits everyone. By appealing to their self-interest, you can recommend a solution that satisfies both parties. For instance, you could ask the engineering team to suggest an alternative approach that achieves the sales team’s goals or give them another way that can help them if there are no other viable options. This way, you can navigate conflicts and maintain a harmonious team culture.

5. Focus on “Why”: A lot of times, just being a doer is not an effective approach for a Product Manager. Your colleagues are intelligent individuals who will want to understand the reasoning behind your decisions. Therefore, it’s important to involve them in the conversation, share data and research, and explain your thought process. This approach benefits you in two ways: firstly, it helps you make a stronger case for your decisions, and secondly, it provides an opportunity for others to offer valuable insights and perspectives. Explaining the “why” behind your decisions is an easy way to build trust and alignment with your team, as it demonstrates your respect for their intelligence and opens the door for further communication.

6. Building influence takes time: To gain influence, having a proven track record is an essential factor that cannot be taught. As you perform your responsibilities with excellence, people within your team, organization, or industry will begin to trust you and value your input. Earning respect through your actions is the most effective way to influence others. As you advance in your career, you will have more supporters who will be on your side. When you need to rely on your instincts to make decisions, you will have individuals to whom you can say, “Trust me on this, I believe in it.” This will reinforce your influence and allow you to make decisions with greater confidence.

Losing Influence

Consider a co-worker or someone in the public eye who you have a negative opinion of. What actions or behaviors led to that perception? Reflect on your past work experiences and identify any similar actions you may have taken. If you interrupt others while speaking, strive to listen more and speak less. If you struggle to accept feedback, focus on not taking it personally and using it constructively.

It’s important to differentiate between influence and manipulation. A manipulative approach will damage your reputation as a Product Manager and limit your job opportunities. In any leadership role, gaining influence is about earning respect and collaborating with your team, not controlling or manipulating them. Remember, your job is to work with people, not to just use them.

As you advance in your product career, your formal authority may increase, but your ability to influence without it is still a highly valuable skill. Even CEOs with significant authority need to persuade others to support their ideas. After all, no one wants to invest in a business or work for an organization that forces them to do things they don’t believe in.

As you progress up the career ladder, you’ll naturally gain more authority, but your ability to influence remains important. Whether you opt to stay as an individual contributor or pursue a path in people management, having people believe in you not because they’re required to, but because they choose to, will make your work life much easier.