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What happens to product management when building becomes nearly frictionless—and AI threatens to replace the “busy work” PMs have traditionally done?

In this episode of Supra Insider, Marc and Ben sit down with legendary product coach Rich Mironov to explore the shifting value of product leadership in the AI era. They unpack why great PMs must now double down on customer insights, business understanding, and organizational influence rather than execution—and how this shift impacts hiring, mentorship, and career paths.

From the dangers of AI-washing and backlog bloat to the rise of lifestyle businesses and the blurred line between product and business leadership, this conversation is packed with perspective for Product Leaders, aspiring founders, and anyone navigating today’s chaotic tech landscape.

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In this episode, we covered the following topics:

* (0:50) Why Rich wrote “Bottlenecks, AI, and Where the Product Adds Value”—and his concern about AI hype replacing meaningful product work.

* (02:55) The swing from “PMs are obsolete” to “PMs are the bottleneck”—and why AI-first valuations fuel unrealistic expectations.

* (07:57) The case for experimentation: why PMs must waste time and money to discover real value in AI tools.

* (10:00) Core PM value areas that don’t change in the AI era: customer insights, judgment, understanding business economics, and maintaining focus.

* (13:39) The danger zone: faster building increases pressure to ship everything—and why resisting feature bloat matters more than ever.

* (16:14) The vanishing junior PM ladder: AI’s impact on entry-level roles and why career pathways may shift toward customer-facing functions.

* (30:04) Building alliances inside the C-suite: CFOs, marketing leaders, and others who share a long-term mindset.

* (36:06) The shift from doing product work to leading product organizations—navigating politics, incentives, and coaching the next generation.

* (51:43) Lifestyle businesses, founder tradeoffs, and why not every great PM needs to chase unicorn-scale outcomes.

* (59:44) The intrinsic joy of building products (and teams) that grow up to thrive—why mentorship is the legacy of great product leaders.

* And more!

Links:

* Rich Mironov: https://www.linkedin.com/in/richmironov/

* Rich’s post: https://www.mironov.com/ai-bottlenecks/

* Rich’s website: https://www.mironov.com/

* Marc: https://www.linkedin.com/in/marcbaselga/

* Ben: https://www.linkedin.com/in/benerez/

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* Supra has teamed up with Maven to bring you something special – courses that our own community members have personally curated. And because you're part of the Supra family, you get $100 off any of these handpicked selections with code SUPRAxMAVEN.

* Preparing for a PM interview with tech companies like Meta and Google? Ben's course for Product Sense and Analytical Thinking PM interviews has been selected by Lenny Rachitsky as a Top Course in Product on Maven 🔥. While the next cohort won’t be until October, his popular AI Copilot for interview practice is available here, where you can also see a live demo.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit suprainsider.substack.com

Jurgen van Teeffelen

The AI-powered Podcast Player