When a startup needs program management, they need help managing the complexity that comes with scaling. This involves introducing structure to avoid chaos while retaining their culture and fluid ways of working. Clear responsibilities are crucial, including defining decision-making roles, such as Drivers, Approvers, Contributors, and Informed individuals. Milestones provide a lightweight way of planning without detailed spreadsheets or Gantt charts, enabling progress, ensuring the right decisions are made by the right people with the right input, and keeping relevant teams informed. Keeping everyone updated with the right amount of information in the proper forum is key to successful program management. Proactively identifying and managing risks is essential, building relationships and trust with team members to understand potential risks. Program management becomes necessary when a startup is trying to deliver a complex product with multiple project tracks, teams are not working in sync, or there's an urgent need to meet a marketing-driven deadline, investor demand, or market opportunity.