By Teresa Torres · producttalk.org · @ttorres on X · LinkedIn
Teresa Torres interviews product coach Petra Wille about her path from computer science and concept work at SAP and XING to becoming a general manager and then a coach. Wille argues that product leaders, who often come from non-product backgrounds, need practical guidance on developing their product people. She discusses her upcoming book Strong, a hands-on resource for heads of product covering feedback, one-on-ones, and core product concepts, and her self-coaching card deck of reflective questions. The conversation also explores the value of structured self-assessment and peer feedback, and reflection as central to learning. It matters because it highlights a gap in support for the managers of product teams.
01Key takeaways
- Product leaders often lack product backgrounds, so they need concrete guidance on how to develop their product people.
- Time-box reflection separately from doing work so you can digest what you learned before acting on it.
- Structured self-assessments and peer feedback make it easier for people to hear and act on critical input.
- Explaining what you've learned to someone else is a strong test of whether you truly understand it.
- Not all feedback deserves action; filter it against your personal career goals before responding.
02Key sections
- From engineer to general manager
- Wille traces a career that moved from concept work and consulting into startup product roles and eventually a GM position. She found that communication and alignment were the skills that carried her across each step.
- Shifting from doing to coaching
- After freelance discovery work, Wille realized that teams repeatedly relearned the same lessons. She moved toward coaching so that teams could run discovery on their own.
- Writing for product leaders
- Her book targets heads of product who may never have been product managers. It provides basic concepts and hands-on canvases for structuring one-on-ones and developing people.
- Reflection and self-coaching tools
- Her 52-question card deck supports weekly self-reflection and team discussions. Wille emphasizes time-boxing reflection and sharing what you learn as core to real learning.
- Structured feedback
- Wille recommends structured self-assessments and multi-person feedback, which make feedback less personal and easier to receive. Participants should weigh feedback against their own goals.
03From the post
“I first met Petra Wille, a fellow product coach, at Mind the Product and was immediately impressed with her work. While I tend to focus on helping teams, Petra’s work centers around helping product leaders—the people who manage product managers. The people in these roles don’t always”
04Frameworks mentioned
Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.