Product managers harbour much responsibility but little authority. In start-ups, they’re typically less experienced and more isolated than their peers in Big Tech (particularly when it’s one of the founders’ roles). Set them up for success by engaging us to coach or mentor them. The choice depends on their career stage and the outcomes desired. Coaching (short-term and structured): We set goals to help the individual manage their performance. We help them to find their own solutions, rather than advise or offer opinions. Mentoring (informal and typically long term): We’re that bit more ‘directive’ and provide advice (where appropriate). We help shape their thinking and build capabilities.