Team Leadership through Commitment Based Management

Commitment Based Management techniques include action language to clarify concerns, requests, promises, declarations, assessments, assertions, facts, expected outcomes and so forth.

Background factors such as unstated agendas, attitudes, motivations, moods are observed and handled directly or indirectly, as appropriate, to navigate to the planned objectives.

Small Groups—typically for specific concerns and well-defined challenges

  • As the Product or Marketing manager I am the communicator between diverse groups
  • Speak to each group separately in their language about their concerns
  • Design a solution that drives effective resolution and a positive outcome for the product, customers and the company
  • Discussions may require several iterations

Organized cross functional teams—for projects—using commitment-based management techniques

  • Leadership and management of multi-departmental, cross functional teams to project manage new or updated product offerings
  • Key is to have members/constituencies representing all stakeholders
  • Participation, ownership and commitment are essential for a successful outcome
    • Start with shared values among participants—establish and validate
    • Create a shared vision and mission for the group—understood by all members
    • Each person is committed to perform for their domain of expertise and responsibility—this is monitored and observed, and if commitment is not fulfilled the actions are taken to ensure performance
    • The individual and group performances flow from collaboration among committed participants
    • Project task management is only needed to mitigate areas of risk

Product Management Standard Practices

  • Howard uses the Association of International Product Marketing and Management (AIPMM) standard seven-step phase-gated product lifecycle (PLC) process and framework


–Steve Sinofsky