Is product management going away? Why Airbnb got rid of its PMs

At the Figma Config23 conference, Airbnb CEO Brian Chesky announced a shift in the company's product management approach, stating that Airbnb has merged its product management function with product marketing, sparking widespread discussion in the tech community. The move was initially misunderstood as the elimination of the product management role, but it was clarified that the role is evolving into a more integrated position akin to brand management, reflecting Apple's influence. This change highlights Airbnb's design-led culture and addresses challenges of rapid growth and decision-making complexities. The announcement has prompted a broader conversation about the role's adaptability across companies, underscoring the need for product managers to be flexible and specialized to remain valuable in a dynamic industry. Chesky's comments also sparked debate about Apple's product management practices, with some Apple employees confirming the existence of product managers at the company. The evolution of product management roles at Airbnb illustrates the broader trend of companies adapting these roles to fit their unique cultures and operational needs, emphasizing the importance of individual accountability and external promotion of work.