Based on my many years experience, I’ve developed 24 laws of ad tech product management. These are “laws”, meaning they are always true, everywhere. Thread...

1. If you add something to targeting, it also must be in reporting.
2. The answer to the question “Do you need to forecast this?” is always yes.
3. The answer to “Is this forecast working well?” is always no.
4. If you give an agency customer two options, they will always choose “both.”
5. There can never be enough levels of your object hierarchy.
6. If you add a short-cut to extend your product hierarchy (like a “tag” feature), it is inevitable that the customer will want it fully permissioned like a real level of your object hierarchy.
Thread got messed up, here’s 7+ https://t.co/ikjy0HCami

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It was a fast and weird year.

The year of change.

My life changed a lot and I learned even more.

Here are the 20 most important lessons - which will shape the upcoming decade for me.


1. Systems Are Better Than Goals

In the past, I failed many of my goals.

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Short article on the topic:
https://t.co/lyBqGBR0yM


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- Website project management

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1/“What would need to be true for you to….X”

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2/ First, “X” could be lots of things. Examples: What would need to be true for you to

- “Feel it's in our best interest for me to be CMO"
- “Feel that we’re in a good place as a company”
- “Feel that we’re on the same page”
- “Feel that we both got what we wanted from this deal

3/ Normally, we aren’t that direct. Example from startup/VC land:

Founders leave VC meetings thinking that every VC will invest, but they rarely do.

Worse over, the founders don’t know what they need to do in order to be fundable.

4/ So why should you ask the magic Q?

To get clarity.

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