A Conversation on the Art and Challenge of Product Management (Expert Talks)

Staying focused, productive, and impactful in a changing industry

Recently, we had the pleasure of talking with Ray Astafichev, Founder of Asta Academy (Product Manager Bootcamp), coach, and business expert with over 20 years in tech. Starting out in customer support and moving up to roles like VP of Product and Growth at Zeo Alliance, MGID, Spartez Software, and Readdle, Ray’s experienced the branch from nearly every angle.

Now working as a full-time consultant and mentor, he’s focused on helping companies build products that truly make a difference. In our conversation, Ray shared his practical take on the day-to-day realities of product management, from balancing responsibilities to finding success in both B2B and B2C environments. Here are a few of the standout moments from our chat.

Where Product Managers Shine—and Where They Don’t

Product management can make a difference in almost any industry. People often associate it with software, but the product mindset can do wonders in non-profits as well. For instance, at the charitable organization Kolo, structured product processes boosted team efficiency and created more impact, showing how a strong product approach can drive meaningful outcomes beyond the business world.

Clarifying Product Management Roles

In many organizations—particularly in Ukraine—there’s a persistent role confusion. Often, a product manager is expected to handle the combined responsibilities of a product owner, project manager, and business analyst. But a product manager’s time is best spent on customer insights, market trends, and competitive positioning, while other roles can handle the execution and task management. This approach keeps product managers focused outward, where they deliver the most value.

"A company needs to realize that product development isn’t just about checking boxes – it’s about really understanding the customer and turning that insight into real revenue."

Communication: The Heartbeat of Product Management

Communication is essential in product management. It’s about truly listening, whether to customers, working with marketing or sales, or aligning with stakeholders. Strong communication keeps projects cohesive and ensures products are built to resonate with users and meet business goals.

Keeping Product Managers Focused on Product

Product managers are often pulled in too many directions. Ideally, they should be spending 80% of their time on strategic tasks—like analyzing the market and validating customer needs. But too often, they’re mired in internal processes and lose sight of the broader picture. Clearly defining product roles within organizations allows managers the space to drive the outcomes that matter most.

B2B vs. B2C Product Management—Different Beats, Same Drum

There are several important differences between B2B and B2C product management. B2C products benefit from rapid feedback loops and fast-paced updates, while B2B products face longer decision cycles and more complex requirements. Each environment calls for a tailored approach, but the essentials remain: understand your customer and stay aligned with business goals.

AI in Product Management: A Friend, Not a Replacement

AI has incredible potential as a productivity tool, especially for automating routine tasks like transcription or initial market research. But when it comes to creativity and strategic insight, AI still has limits. Rather than replacing product managers, AI can support them by freeing up time for high-impact tasks that drive real results.

Tools That Keep Product Managers on Track

A few productivity tricks make all the difference. For brainstorming, a trusty whiteboard is hard to beat. Time-blocking and Pomodoro timers are great for breaking down tasks and keeping focus. Ultimately, productivity tools should align with each person’s unique workflow, helping them maintain deep focus without distractions.

Learning the Ropes of Product Management

Most product managers don’t start their careers directly in product; they often transition from marketing, engineering, or project management. Although formal product management education is still rare, more companies are offering in-house training to nurture talent. For those interested in the field, getting hands-on experience is invaluable—there’s nothing quite like learning by doing.

Wrapping It All Up

Our conversation with Ray highlighted what it takes to succeed in product management. A clear focus on strategy—without getting bogged down in operational tasks—can make all the difference. While AI can lend a hand, it’s human creativity and experience that ultimately drive product success.

Ray summed it up with a smile: product management is one of those jobs where you’re always on the hook for the problems and get the credit for the wins. If you’re juggling both, you’re probably doing something right!

For anyone curious about the evolving role of product management or refining their approach, Ray’s insights are a great starting point.