How-To Interview Your Startup’s First Product Manager

Founders- before you post that job description, let’s clarify what you truly need from this hire and ensure you’re set up for success.

In this article, we’ll walk through defining outcomes, identifying must-have skills, and building an interview process to help you find the right product manager for your growth stage.

1. Focus on Outcomes, Not Job Titles

Start by asking yourself: what do I actually want this new hire to achieve? It’s easy to get caught up in titles and tasks, but to get the right fit, you need to think about specific, impactful outcomes. Remember, you tend to get what you ask for, so it’s essential to be clear on your expectations.

Some good examples of outcomes you might want from your first PM:

✅ Find product-market fit (PMF)
✅ Turn around a product that’s underperforming
✅ Scale revenue from £10K MRR to £1M MRR
✅ Build a team of product managers and designers
✅ Incrementally improve a product that’s already finding traction
✅ Launch an existing product in new markets

Avoid task-focused descriptions like these:

❌ Manage backlogs
❌ Run stand-ups
❌ Growth hack
❌ Manage other product managers

Why it matters: Tasks can be taught or delegated, but achieving significant milestones like PMF or market expansion requires a blend of skill, experience, and a deep understanding of the product and market. A true product manager will be more motivated by outcomes than routine tasks.

2. Bias for the Next Outcome You Need to Hit

Hiring a product manager can be an investment in the future, but your immediate priority should be finding someone who can achieve the next major outcome for your startup.

Here’s how to focus on the key outcome for your growth stage:

An early-stage startup still seeking PMF: ✅ Find product-market fit
A startup with PMF, looking to scale:
- ✅ Scale revenue from £10K MRR to £1M MRR
- ✅ Build a team of product managers and designers
A company expanding into new markets:
- ✅ Launch an existing product in new markets
- ✅ Redesign the product for a new customer experience

Keep it simple: Stick to the top 1-3 outcomes that will drive growth at this stage. Let these outcomes guide your hiring process, questions, and decisions.

3. How to Interview for Outcomes

To evaluate if a candidate can deliver on your goals, build your interview process around three core steps: Culture Fit, Relevant Experience, and a Work Simulation. Each stage will give you different insights into whether they’re the right fit for your startup.

Stage 1: Culture Fit

This stage focuses on assessing whether the candidate’s values and behaviors align with your company culture. Look for qualities like grit, humility, empathy, and strong communication skills. A product manager who fits well with your culture will adapt quickly and collaborate effectively.

Stage 2: Relevant Experience

Drill into the candidate’s experience delivering the specific outcomes you need. Consider questions like:

When did you last achieve a similar outcome? What was your role?
Who did you rely on, and how did you collaborate?
How do you measure success? What were the key results?
What skills or abilities helped you succeed, and what would you do differently?

The goal here is to gauge their real-world experience, ability to define and measure outcomes, self-awareness, and collaborative skills.

Stage 3: Work Simulation

This stage helps you see how the candidate thinks and behaves in a real-world scenario. Make it as close to real as possible. Here are some effective simulation examples:

Deep Dive: Ask the candidate to walk you through a real problem, fully exploring the problem space.
Improvement Process: Ask how they’d go about hitting one of your key goals. This helps you understand their process and problem-solving style.

Avoid less effective simulations, like asking for instant feedback on your product without context. A thoughtful PM needs time to analyze data and build understanding—split-second opinions won’t tell you much about their long-term potential.

4. Outcomes-Focused Product Managers vs. Product Owners

It’s tempting to hire a product owner—someone to take your vision and run with it. But a true product manager will take ownership of their outcomes, driving strategy alongside you. Here’s how they differ:

Product Owners are typically executors. They focus on delivering a customer experience based on someone else’s vision and direction.
Product Managers are empowered to make strategic decisions and are deeply involved in defining and delivering product outcomes.

Be cautious about hiring a product owner if you’re expecting someone to lead product strategy. A product manager requires decision-making authority and a clear mandate to own outcomes.

5. Strategy Before Hiring: Are You Really Ready?

Before hiring a product manager, get clear on your strategic needs. Think through these questions to guide your decision:

Define your top 3-5 outcomes that are critical to survival and growth. These outcomes are distinct from your vision and mission—they’re the tangible milestones you need to hit.
Clarify Product-Market Fit: What exactly does PMF look like for you? What metrics will tell you you’ve hit it, and what market do you plan to serve?
Validate your Value Proposition: Are customers excited by your offering, and do you have a way to build a hard-to-copy advantage?

Hiring without a clear strategy in place can lead to costly missteps. An outcomes-driven product manager can bring structure to your product journey, but they can’t solve strategic uncertainty. Consider aligning your team and refining your goals before hiring if needed.

Final Thoughts: Why Hire an Outcomes-Driven Product Manager?

Hiring a product manager is a significant step for any early-stage startup, and it should be outcomes-driven. With the right approach, you’ll find someone who not only aligns with your culture but who can help deliver on the milestones that will define your company’s success.

If you’re working on hiring product managers, check out my posts on:

You can also download my e-book all about hiring your first product manager.

Download the full guide for free.

By focusing on clear, outcome-driven expectations, you can hire a product manager who will be more than just a task manager—they’ll be a strategic partner in your startup’s journey.