Product management became the most confusing role in the tech industry, and it’s being laid off at 3x the speed of any other role. Reasons for that included founders overstaffing certain roles without fully understanding if they were really needed, and PMs taking jobs without questioning if they were actually bringing any value to the company. In this talk, we will go through a model founders can use to understand if their company, from 30 to 3000 people, needs PMs and why. We will also end up uncovering, for both founders and PMs, practical cases to see what is the key value product managers should bring to a PLG organization, and perhaps a new angle in defining product management that hasn’t been seen before.