Playbook 1: How to Survive (and Thrive) as a PM in Any Startup Stage

Product management is like juggling flaming swords while riding a unicycle—blindfolded. When Alex started out, he realized that the role of a PM changes dramatically as a company grows. "Your role is evolving with the product and the organization," he explains. The kicker? Many PMs dive in without a clue about how their job will change as the startup moves from pre-seed to Series A (and beyond). 

To crush it as a PM at any stage, you’ve got to roll with the punches. Whether at pre-seed or Series B, the trick is knowing exactly what the company needs right now—and being the person who can deliver it.

Alexander Hanthorn is a Staff Product Manager at Drift, responsible for taking shopper-facing features from 0 to 1. Before joining Drift, Alex co-founded Corq, a platform designed to streamline product feedback for customer-facing teams, and led product initiatives at companies like Triplebyte and Canvas. 

In the early days, it’s all about figuring out if your brilliant idea is something people actually want. Think of it as the startup version of speed dating. "You don’t have all day to decide on the solutions to problems," Alex says, which is a polite way of saying, "Move fast or get left behind."

You’ll need to be a jack-of-all-trades, ready to jump in wherever needed. It's not about being perfect—it's about finding something that customers love enough to pay for. 

(Hint: Go for the painkillers. People pay more for pain relief.)

Once you’ve got that elusive product-market fit, it’s time to shift gears. Now, you’re all about adding the bells and whistles that keep customers sticking around and spending more. 

Translation: Stop building the plane while flying it. Start upgrading the in-flight service. Here, you get to be a bit more strategic. The focus is on refining the product, driving retention, and making sure the wheels don’t fall off as you scale.

Not all PMs are built the same. Some thrive in the madness of early-stage startups, where you’re basically the MacGyver of the team. 

But as the company grows, you might want a little more structure in your life (and who could blame you?). Alex’s advice: Get your hands dirty in both environments if possible. Early in your career, focusing on a Series B or C company gives that right mix of wearing many hats but still having support and guidance. It’s like Goldilocks—finding the porridge that’s just right.

Can you jump from a chaotic startup to a more established company without losing your mind? Absolutely. But you’ll need to pick up a few new tricks along the way. 

You’ll need to master the art of talking to everyone about everything without saying much at all. But here’s the secret sauce: The core PM skills stay the same. You’re still solving problems and keeping the product on track. It’s just that now you’re doing it with a few more cooks in the kitchen.

Forget fancy frameworks and hacks. Alex is all about human connection.

Whether grabbing coffee with a fellow PM or hitting up a mentor for advice, those conversations will give you insights that no blog post ever could.

To be successful as a startup PM, you’ll need to analyze your skills and preferences to see where you best fit. Whether you’re a generalist who loves chaos or a specialist who thrives on structure, there’s a place for you in the product management world. Remember: it’s all about finding your balance, learning from the best, and enjoying the ride.