To be a product manager is to be an entrepreneur within your company. You need to take ownership and responsibility for all things to do with your product. Your approach needs to be holistic, evidence-based and diplomatic. You need the ability to jump between the big picture and the day-to-day detail. And you need to know your product, market, company and self to be effective.

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How much would you invest to prevent a mass customer exodus? Everything Everywhere, the merged T-Mobile / Orange behemoth, was happy to spend £150 per customer to shore up its customer base following the post-merger restructuring.

What did it gain? A reduction in monthly churn from 1.7% to 1.3%, significant given their customers number well into the millions, plus an additional 300,000 customers locked into long-term contracts in place of short-term pre-pay contracts.

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