Product management


Product management means using data to create and iterate products and services for your customers, and it has become the dominant approach across businesses and organisations in every sector. It's a discipline that needs buy-in from across an organisation – finance, marketing, content creation, development and sales. This course will give your team an understanding of the principles behind product management, and the practical techniques and processes that can be applied in day-to-day work. We’ll work with you before the course to ensure that we understand your organisation and what you’re hoping to achieve.

Sample learning content

Session 1: Principles of product management

  • Build, measure, learn – why the process works, and saves time and resources.

  • How to mitigate risk and uncertainty with scope and deadlines.

  • Why product management involves everyone in the organisation.

Session 2: The feedback loop

  • How constant input from customers keeps you on track.

  • Minimum Viable Products and Riskiest Assumption Tests.

  • Product/market fit – what it is, and how to get there.

Session 3: Data driven decision making

  • Iterative design and development based on feedback.

  • Agile development in practice, common problems and pitfalls.

  • Analytics, A/B testing, and making the numbers work for you.

Session 4: Managing stakeholders

  • Communicating with different teams, and your customers.

  • Transparent processes for capturing priorities and progress.

  • Troubleshooting, dealing with conflict, and how to say no.

We can deliver this content as in-house training, workshops, or remote online tuition. All of our courses are interactive – every session includes a mix of formal tuition and hands-on exercises.


Alan Rutter is the founder of Fire Plus Algebra. He is a specialist in communicating complex subjects through data visualisation, writing and design. He teaches for General Assembly and runs in-house training for public sector clients including the Home Office, the Department of Transport, the Biotechnology and Biological Sciences Research Council, the Health Foundation, and numerous local government and emergency services teams. He previously worked with Guardian Masterclasses on curating and delivering new course strands, including developing and teaching their B2B data visualisation courses. He oversaw the iPad edition launches of Wired, GQ, Vanity Fair and Vogue in the UK, and has worked with Condé Nast International as product owner on a bespoke digital asset management system for their 11 global markets.


“It’s an absolute pleasure working with Alan. He provides excellent infographics and product management workshops for the General Assembly - London community and we love having him as part of our instructor network.”
Fiona Whitehead | Expansion Lead, General Assembly – London