Breaking into Product Management: Insights from Tom Ford, CreateFuture (formerly xDesign)
Hosted by James Taylor, Managing Director at Corecom Technology Academy, our pilot episode of the #TechIsForEveryone podcast features Tom Ford, Senior Product Manager at CreateFuture (formerly xDesign).
Tom shares his inspiring journey into the tech industry – something that didn’t start with a “traditional” computer science degree. Instead, it was fuelled by curiosity, resilience, and his passion for solving real-world problems.
Read on for valuable insights for those looking to break into tech – discussing tips for success and how to stay adaptable in a fast-changing industry.
From a Non-Tech Background to Product Management
Tom’s route into Product Management was far from linear.
Coming from a non-technical background, he entered tech by leveraging skills from previous roles across different industries. This reflects a growing trend in the UK and beyond, where Product Managers are increasingly emerging from diverse fields like marketing, project management, and operations.
“There’s loads of parallels between Marketing and Product Management. It’s all about what do customers want, what are their behaviours, what’s the psychology behind what they’re doing and what they’re buying.”
What makes Product Managers successful isn’t their exuberant technical expertise in coding, but rather strong communication skills and structured thinking, combined with empathy.
What Does a Product Manager Really Do?
As a Senior Product Manager at CreateFuture, Tom plays a pivotal role in bridging the gap between client needs and technical solutions.
“Planning is a key aspect of Product Management – we spend a lot of time strategising and trying to build the right thing for the future. Communication also stands you in really good stead to be a product manager because half of our job is speaking to people – whether that’s with customers or (in our case) clients.”
He explains that another key factor is organisation - understanding user requirements through research, collaborating with development teams, and ensuring that the final product aligns with both business objectives and user expectations.
Tom's journey reinforces the idea that the most effective product managers are those who truly understand people and their problems, delivering value for users and businesses before jumping straight to fixing a problem.
Debunking Common Myths in Product Management
One of the standout moments in Tom Ford’s conversation on the #TechIsForEveryone podcast was his candid take on one of the most persistent misconceptions in Product Management – the idea that “the Product Manager is the CEO of the product.”
“The biggest myth about Product Management is from Marty Cagan who said that ‘The Product Manager is the CEO of the product’ – and I hate that.” He went on to explain why this analogy, though catchy, often creates unrealistic expectations of the role. “A CEO is someone who makes big decisions and is a leader of the company. Product Managers have zero authority. We can make decisions, but more often than not, we’re trying to influence others to make decisions or suggest decisions. We do lead, but we lead without authority.”
This misconception can mislead newcomers, often setting them up for frustration or failure. The reality? Success in Product Management relies on strong stakeholder management, data-informed persuasion, and aligning diverse interests.
Career Tips for Breaking Into Tech
For those looking to enter the tech field, Tom offers several actionable pieces of advice:
Use Transferable Skills: Skills from other industries, such as project management and communication, are highly valued in tech-based roles.
Continuous Learning: The tech industry is constantly changing. Stay up-to-date with new tools, trends, and methodologies.
Network and Seek Mentorship: Connect with professionals in the industry who can provide guidance and open new doors.
Start small: Entry-level roles can be a valuable experience and a great pathway to bigger opportunities.
Our Mission at Corecom Technology Academy
Tom’s journey proves that with determination, adaptability, and a willingness to learn, anyone can succeed in tech – and our process here at Corecom Technology Academy is designed to support exactly that.
Through our initiatives and free resources like the #TechIsForEveryone podcast, we are dedicated to making tech accessible to everyone – inspiring and educating aspiring tech professionals about the opportunities available in the industry.
Our Academy offers training programs in various tech disciplines, including software engineering, business analysis, and data engineering, to help individuals build the skills needed to succeed in Tech.
Want to find out more about Product Management? 🎧 Watch the full podcast episode with Tom Ford here.