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Humanizing product development | Adriel Frederick (Reddit, Lyft, Facebook)
36 segments available
Adriel Frederick is VP of Product Management at Reddit X, where he helps incubate and scale new products. He is a former Product Lead at Facebook, as well as a former PM and Director of Product at Lyft. In today’s episode, we focus on what it takes to become a better product leader. Adriel shares anecdotes from his time at Lyft and Facebook, insights about how to lead through tough times, why there isn’t an algorithmic solution to everything, why R&D teams need to be a part of the core mission, the tangible benefits of working on diverse teams, and his thoughts on the future of AI. He also introduces the concept of cannonballs, why you should focus on the marginal user, why organization and empathy are the most important PM skills, and so much more. Find the full transcript here: https://www.lennyspodcast.com/humanizing-product-development-adriel-frederick-reddit-lyft-facebook/#transcript — Where to find Adriel Frederick: • Twitter: https://twitter.com/drellf • LinkedIn: https://www.linkedin.com/in/adrielfrederick/ — Where to find Lenny: • Newsletter: https://www.lennysnewsletter.com • Twitter: https://twitter.com/lennysan • LinkedIn: https://www.linkedin.com/in/lennyrachitsky/ — Thank you to our wonderful sponsors for making this episode possible: • Linear: https://linear.app/lenny • Flatfile: https://www.flatfile.com/lenny • Eppo: https://www.geteppo.com/ — Referenced: • Jules Walter on Twitter: https://twitter.com/julesdwalt • Jules Walter’s guest post on Lenny’s newsletter: https://www.lennysnewsletter.com/p/product-sense • Mark Zuckerberg on The Joe Rogan Experience: https://open.spotify.com/episode/51gxrAActH18RGhKNza598 • Sam Harris’s TED Talk on AI: https://www.youtube.com/watch?v=8nt3edWLgIg • Facebook’s 7 friends in 10 days: https://www.linkedin.com/pulse/how-chamath-palihapitya-dramatically-improved-user-malinda-senanayake/ • The Prize: The Epic Quest for Oil, Money & Power: https://www.amazon.com/Prize-Epic-Quest-Money-Power/dp/1439110123/ • The New Map: Energy, Climate, and the Clash of Nations: https://www.amazon.com/New-Map-Energy-Climate-Nations/dp/0143111159/ • Revisionist History podcast: https://podcasts.apple.com/us/podcast/revisionist-history/id1119389968 • Tuned In podcast: https://www.hpacademy.com/blog/tuned-in-high-performance-academy-podcast/ • Mo on Netflix: https://www.netflix.com/title/81134264 • Radiant Nuclear: https://www.radiantnuclear.com/ — In this episode, we cover: (00:00) Adriel’s background (06:13) What he does at Reddit X (07:27) Reddit X’s avatar marketplace and NFTs (08:33) Why R&D teams need to be a part of the core mission (11:12) What it’s like to be the first black PM at Facebook (14:58) How to foster diversity (19:40) Being a PM at controversial companies, and how to evaluate criticism (28:25) Adriel’s most stressful time at Lyft (30:35) The importance of operational control and what it means (32:35) Why there isn’t always an algorithmic solution to everything (37:47) Thoughts on AI (42:42) Growth hacking and algorithms at Facebook (48:18) Cannonballs in growth—fundamental changes in the product for optimization (49:07) Facebook’s “7 friends in 10 days” push (51:30) What is a marginal user, and what can you learn from their experience? (56:06) How to think about doing experiments (59:10) Why organization and empathy are the most important skills (1:02:59) Lightning round — Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.
Segments Timeline
The Limitations of Algorithms
Adriel Frederick discusses the shortcomings of relying solely on algorithms for product development. He emphasizes that algorithms often fail to understand long-term effects, human responses, and the intent behind products. This segment highlights the critical role of product managers in balancing algorithmic responsibilities with human insights.
"there are probably I call them techno-utopians who would say feed all data to the algorithm give it an objective and it will do the right thing and I was like the reason that falls down is the algorit..."
Adriel Frederick's Journey in Product Management
In this segment, Adriel Frederick shares his impressive career trajectory, from his roots in Trinidad and Tobago to becoming VP of Product Management at Reddit X. He recounts his experiences at Lyft and Facebook, detailing his roles in user acquisition and marketplace management, and how these experiences shaped his approach to product leadership.
"welcome to Lenny's podcast I'm Lenny and my goal here is to help you get better at the craft of building and growing products today my guest is Adriel Frederick Adriel is a VPR product at Reddit refoc..."
Innovating at Reddit X
Adriel explains his current role at Reddit X, focusing on evolving user interactions and enhancing communication on the platform. He discusses the development of an avatar marketplace utilizing NFT technology, emphasizing the importance of protecting creators' rights and the potential of NFTs in a positive light.
"Frederick this episode is brought to you by linear let's be honest the issue tracker that you're using today isn't very helpful why is it that it always seems to be working against you instead of work..."
The Role of R&D Teams in Established Companies
Adriel shares insights on setting up R&D teams within larger organizations. He discusses the importance of these teams being perceived as core to the company's mission, fostering a culture of shared success, and ensuring that innovation is not seen as the sole responsibility of R&D but a collective effort across the organization.
"choice among startups and it Powers a wide range of large established companies such as versel retool and cash out see for yourself by product teams described using linear as magical visit linear.app ..."
Cultural Impact of Diversity in Product Management
Adriel reflects on his unique background as the first black product manager at Facebook and how his upbringing in Trinidad and Tobago influences his leadership style. He discusses the diverse cultural landscape of Trinidad and how it shapes his understanding of user needs and product design, particularly in mobile technology.
"and what happens when they do well brainstorm our data about a third of people will consider switching to another company after just one bad experience during onboarding so if your CSV importer doesn'..."
The Melting Pot of Trinidad
Adriel Frederick shares insights about his upbringing in Trinidad, a culturally diverse island with a rich mix of ethnicities and religions. He explains how this unique background shaped his perspective and approach to product management, emphasizing the importance of understanding diverse user experiences in tech.
"or on me so it's pretty meaningful but I think one of the ways to see how it affects things is actually just to understand a little bit about Trinidad it's kind of its own little unique animal so that..."
Designing for Diverse User Experiences
Frederick discusses how his experiences in Trinidad influenced his work at Facebook, particularly in user acquisition and product design. He highlights the importance of recognizing that a single phone number does not equate to a single user, drawing from his understanding of prepaid phone usage in Trinidad.
"everyone one of the jokes we have is trinette probably has the most public holidays of any country because you have to celebrate everyone's holidays from Diwali for Hindus Idol fatir to Christmas I ha..."
Navigating Diversity as a PM
Reflecting on his role as the first Black PM at Facebook, Frederick shares his journey of overcoming imposter syndrome and the value of diverse perspectives in product management. He emphasizes how a diverse team can enhance product design and efficiency, making it easier to understand global user needs.
"said you were the first black pm at Facebook I didn't realize that how many PMS were there at that point when you joined oh man I remember we all fit into this conference room called Canada and that w..."
The Business Value of Diversity
Frederick explains how recognizing the business value of diversity can transform company culture. He discusses the importance of retaining diverse talent and creating an environment that values and rewards diversity, which ultimately leads to better recruitment and innovation.
"and it just makes you so efficient because an argument that might take two weeks to resolve because you have to go recruit a panel of users and talk to them and figure out what's going on we kind of k..."
Controversy in Product Management
Frederick addresses the challenges of working at controversial companies like Facebook and Lyft. He shares insights on how to manage criticism and the importance of understanding valid concerns versus those stemming from disrupted power dynamics in the industry.
"conversations I've had on the topic that first piece is interesting that it answers the second piece which is the point you made about how having a large diverse Global Group of employees early on esp..."
Finding Truth in Criticism
In this segment, Frederick discusses the importance of discerning valid criticism from noise in the tech industry. He shares personal anecdotes from his time at Lyft, emphasizing the need for product managers to stay close to users and understand their experiences to address real issues effectively.
"and recognize that there's a lot more to do and then when it's terrible and the Press is telling you that like you're the worst thing to ever happen in the world you kind of have to also go back and s..."
Driving to Understand User Needs
Frederick recounts a personal experience driving for Lyft to gain firsthand insight into driver and rider experiences. He illustrates how this approach helped him identify critical issues in the product structure, emphasizing the importance of empathy and direct engagement with users in product management.
"don't think we've when I say we but I'm not there I don't think the problem has been fully solved but I think as a PM listening to this you kind of have to find the truth behind it and try to find a w..."
The Stress of Product Revisions
Frederick discusses one of his most stressful experiences at Lyft, where he had to unwind a product and implement a better pricing algorithm. He reflects on the challenges faced during the rollout and the importance of operational control in product management. This segment underscores the necessity of adapting products based on real-world feedback and operational requirements.
"to balance this out is actually more complex than you might think and that's what I stayed focused on whether prop 22 passed or not I was ready for either side with a solution that was going to work f..."
Operational Control in Product Management
Adriel Frederick explains the concept of operational control in product management, using Lyft's pricing strategy as an example. He emphasizes the need for human judgment in algorithm-driven environments, particularly when external factors like weather or competition affect pricing. This segment highlights the balance between algorithmic solutions and human oversight in creating effective products.
"issue you discover EPO lets you go beyond basic click-through metrics and instead use your North Star metrics like activation retention subscriptions and payments nfo supports tests on the front end t..."
The Role of Human Judgment in Algorithms
Frederick discusses the importance of human judgment in algorithm-heavy products, reflecting on his experiences at both Lyft and Facebook. He argues that algorithms cannot fully understand long-term effects or user intent, making it crucial for product managers to define the boundaries of algorithmic decision-making. This segment emphasizes the need for a collaborative approach between humans and machines in product design.
"to own up to it tell everyone we didn't get it right and we needed to come at it in a different approach it was actually more flexible operationally and we did it I think the big learning at least in ..."
Navigating Market Dynamics with Algorithms
In this segment, Adriel Frederick illustrates the challenges of using algorithms to optimize market share. He shares insights on how algorithms can lead to unintended consequences, such as price wars, and the importance of providing tools for decision-making. This discussion highlights the need for product managers to create frameworks that guide algorithmic behavior while considering market dynamics.
"core Central product team you're sharing some learnings about what you've learned to work in that environment so yeah I just wanted to come back to that for sure for sure so the main thing you said is..."
Building Tools for Strategic Decision-Making
Frederick concludes by discussing the importance of building products that help users understand market dynamics and make informed decisions. He emphasizes the need for tools that provide insights into competitive behavior and pricing strategies. This segment reinforces the idea that effective product management involves equipping users with the knowledge to navigate complex market scenarios.
"going on with my market how long does it take for somebody to get picked up how expensive am I versus the competition what are my goals in this market and like how am I performing today with that give..."
Empowering Users with Information
Frederick explains the importance of giving users the information they need to make decisions rather than relying solely on machine learning algorithms. He likens software to tools, emphasizing that the design should enhance human capabilities and allow users to make strategic choices effectively.
"okay great so then you say okay what's the next step on that let's give it a constraint let's set some Target that we might want to have for how little profit we might be willing to take okay go do it..."
The Future of AI and Human Control
In this segment, Frederick reflects on the future of AI and the potential risks of losing human control over technology. He discusses Elon Musk's Neuralink and the importance of ensuring that humans remain in control of AI tools, emphasizing that while AI can enhance capabilities, it should not replace human judgment.
"much do I put into the tool and how much I leave it up to the person and I give the person the ability to choose what they want to do I give them a screwdriver a flat head a Phillips a Torx and you le..."
The Exponential Growth of AI
Frederick shares insights on the rapid advancement of AI technology and the potential for it to surpass human capabilities. He acknowledges the fear surrounding AI's exponential growth and stresses the importance of being aware of its implications, even if the likelihood of a takeover seems low.
"can do they still seem like tools that need our guidance to be useful even the most amazing we've we've been seeing the image generation and I've seen some of the Cutting Edge like text Generation stu..."
Growth Hacking vs. Real Value
Frederick critiques the concept of growth hacking, arguing that relying solely on hacks can undermine the value of a product. He emphasizes that sustainable growth comes from understanding user needs and providing genuine value, rather than just quick fixes or tricks.
"okay good tangent I wanted to chat about your learnings at Facebook we've been chatting about all these other places and especially about growth just stuff you've learned about growth and growth hacki..."
The Importance of Core Actions
In this segment, Frederick discusses the significance of identifying core actions that drive user engagement. He shares strategies for removing friction in user experiences and highlights the necessity of hard work in achieving meaningful growth, rather than relying on shortcuts.
"disappear so I think that stuff is helpful especially early on to get your initial traction but you gotta have some people like and want to continue using and when I think back over the products we di..."
Cannonballs in Product Development
Frederick introduces the concept of 'cannonballs' in product development, referring to significant, impactful changes that can drive growth. He shares examples from his experience at Facebook, illustrating how fundamental changes can lead to substantial improvements in user engagement and product success.
"were in that same friend group so I thought about the way the people you may know algorithm worked I get one or two friends they would find your mutual friends and then would help find you more of tho..."
Activation Milestones and User Engagement
Frederick reflects on Facebook's strategy of setting activation milestones, such as getting users to connect with a certain number of friends. He discusses how these milestones can enhance user engagement and retention, emphasizing the importance of creating meaningful experiences for new users.
"your user but then like you got to think about this person who can't yet figure out your product and is trying to seek this action and making it stupid easy for that I got a million more examples of t..."
The Power of Activation Milestones
Frederick reflects on Facebook's activation milestone of getting users to connect with a certain number of friends. He explains how this concrete goal galvanized users and drove engagement, illustrating the importance of clear, memorable metrics in product design. He highlights that the number itself is less important than the rallying effect it creates.
"couple one is Facebook is famous for this kind of activation Milestone of getting 10 friends or seven friends whatever it was like there's some number of friends you gotta get and the good things will..."
Understanding the Marginal User
Adriel Frederick introduces the concept of the 'marginal user,' someone on the verge of taking action but facing barriers. He explains how identifying and understanding these users can reveal critical insights into product issues, emphasizing the need for direct observation and user feedback to improve conversion rates.
"exactly how I've always thought about it that it's not the number exactly it's just a rallying cry that everyone can just get around and just go it doesn't need to be this perfect number that has like..."
Data vs. User Experience
Frederick cautions against relying solely on data to identify marginal users. He shares a personal anecdote about observing a user in India struggling with Facebook's sign-up process, highlighting the importance of qualitative insights in understanding user behavior and improving product design.
"that's completely fine because the if we didn't get that like organizational momentum that graph would have just been lower so I could take the Kink where it drops it's fine you also mentioned this te..."
The Importance of Direct User Interaction
Frederick stresses the value of talking to users and observing their interactions with the product. He argues that while data can provide clues, it often misses deeper issues that can only be uncovered through direct engagement with users, reinforcing the need for empathy in product management.
"them something I caution people against though is don't use the data alone to figure out who the marginal user is it'll give you a clue where they are and what might be wrong would you be some hints i..."
Optimizing for the Marginal User
Frederick elaborates on the strategy of focusing on the marginal user to prioritize product improvements. He explains how understanding the worst-case scenarios can help identify critical barriers and inform decisions on which features to enhance, ultimately aiming to make the product more accessible and successful for a broader audience.
"what you do but that detail isn't going to tell you this is going to give you the answer I'll just tell you how bad it is well I love that connects back to the same advice you gave in all these other ..."
Balancing Experiments and Big Changes
Frederick discusses the balance between small experiments and larger, impactful changes in product development. He shares insights on the potential pitfalls of focusing too much on minor tweaks at the expense of significant innovations, advocating for a strategic approach that prioritizes meaningful advancements.
"about it yeah I do so you know marginal use I think is a fun word to think about because you think of what I mean you think about the person who's right on the cusp but I like to go to the worst it sh..."
The Experimentation Portfolio
Frederick outlines the importance of maintaining a balanced experimentation portfolio in product management. He suggests allocating resources wisely between 'cannonballs' and 'lead bullets' to ensure that teams are not just making incremental changes but also pursuing substantial innovations that drive growth.
"a bunch of them as a program and let's say you have over the course of three months you're gonna experiment with 10 things you might have been able to push on two really big ones and what I've seen is..."
Evolving Skills as a Product Leader
Frederick reflects on the skills he has developed as he advanced in his career, emphasizing the growing importance of organization and empathy in product management. He challenges the notion that technical competence alone leads to success, advocating for a more holistic approach to leadership in product development.
"that you're trying out and is that actually how you divide up those bets broadly is that like a rule of thumb you have or is that just numbers you're putting out there those are just numbers I'm putti..."
The Evolution of Product Management Skills
As Adriel Frederick reflects on his career progression, he highlights the critical skills he has developed as a senior product manager, particularly in organization design and empathy. He shares insights on how effective leadership involves building great teams, creating supportive environments, and understanding the motivations of team members to enhance productivity and collaboration.
"but as you get more mature the balance needs to switch in the portfolio probably you know probably aren't that many big cannonballs anymore probably just one and this will be a lot of the refinements ..."
Empathy in Leadership
Adriel Frederick elaborates on the necessity of empathy in product management, not just for users but also for team members. He discusses the challenges of stepping into others' shoes and the importance of understanding their goals and motivations. This empathetic approach fosters collaboration and helps align organizational objectives with individual aspirations.
"useful and so that was like lesson one it was just like designing a good organization culture skills people processes Etc all necessary that's one piece the second is like empathy first step of that w..."
Lightning Round Insights
In a rapid-fire segment, Adriel Frederick shares his favorite books, podcasts, and interview questions, providing a glimpse into his personal interests and professional philosophy. He emphasizes the value of diverse perspectives and encourages listeners to engage with individuals outside their usual circles to foster understanding and growth.
"achieve Do It Go problems go away okay I know I have to let you go and you have to get back to real work so we've reached our very exciting lightning round the final part of our little chat and basica..."
Final Thoughts and Connections
Wrapping up the conversation, Adriel Frederick expresses gratitude for the opportunity to share his insights and encourages listeners to connect with him on LinkedIn. He emphasizes the importance of continuous learning and engaging with diverse individuals to enrich personal and professional experiences.
"they're trying to do wow I left out there all these recommendations are these are great Adriel I am so appreciative of you making time for this I'm also really appreciative Jules for connecting us thi..."