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Product Leader Archetypes: the Operator, the Craftsperson, the Visionary
If you know which leadership hat fits you best, you can make smarter choices about your role, build teams that balance each other, and shape your leadership journey with more intention.
I used to think product leadership was all about making great product decisions and building self-managing teams that can create successful products. So I constantly asked my team for more: more rigorous insights, more attention to detail, more creativity. But no matter how hard I pushed for this, something felt off — like I was playing a game I didn’t quite understand.
That changed during a late-night 1:1 with a manager I deeply respected. He casually mentioned that I must learn to “lead like an Operator” at times. He assumed that I knew what that meant. I didn’t. But once I started digging, everything shifted.
After years of working with founders, CEOs, and product teams, I’ve seen that most people tend to fall into one of three leadership styles: Operator, Craftsperson, or Visionary. Each style has clear strengths, like driving execution, focusing on product details, or imagining new possibilities. But each also has its own blind spots. If you know which style fits you best (take self-assesment
), you can make smarter choices about your role, build teams that balance each other, and shape your leadership journey with more intention.Here’s what I’ve learned after years working with founders, CEOs, and product leaders at every stage:
Operators are great at growing teams, bringing different groups together, and making sure things run smoothly with clear communication. They help clear up confusion and keep projects moving but often rely on others for deep product knowledge.
Craftspeople work closely with their teams, set strategy carefully, mentor other product managers, and pay close attention to user research. They can create standout products, but they may struggle with company processes if they don’t have strong partners to help execute.
Visionaries look ahead, find new opportunities, and inspire teams with big ideas. Early on, they can be tough to manage and usually need both an Operator and a Craftsperson to help turn their vision into reality.
In the next sections, I’ll break down each of these styles in more detail. You’ll learn how to spot them, how to grow beyond your usual habits, and how to build leadership teams that really make a difference. Whether you’re hiring a CPO, thinking about your own career, or just trying to feel more confident, understanding these three product leader archetypes can help you make smarter, more intentional choices.
Find out your product leader archetype with this self-assessment
3 Archetypes of Product Leaders
Understand these archetypes (or hats) to make better career and hiring decisions.
⚙️
The Operator
🎨
The Craftsperson
🔮
The Visionary
Superpower
Orchestrating actions
Product insight
Seeing what others can’t
Who they are
Leaders who drive execution by scaling teams, aligning stakeholders, and clearing roadblocks through strong communication—ideal for keeping momentum and driving large initiatives forward.
Leaders who obsess over product detail and user insight. They guide strategy and mentor PMs to create high-quality, focused outcomes—perfect for defining vision and refining execution.
Leaders who imagine breakthrough opportunities and inspire teams with big-picture thinking. They spot unmet needs and rally around bold futures. Best paired with Operators and Craftspeople to bring ideas to life.
Excellent at
Not excellent at
Original product insight
Dealing with large orgs & its taxes
Loves spending time with
Peers & company execs
Team & users
Other visionaries & users
Early career
Gets promoted on potential
Often a PM talent magnet
Gets promoted on talent
Makes singular product impacts
Can be “hard to manage”
Often founds a startup
There are no rows in this table
If you’d like more depth, or just prefer hearing me talk 😅, you can watch me explain the product leader archetypes here on the 20VC podcast. →
Workflows tailored to your product leadership style
Operator
For understanding how people truly feel. Helps you drive cross-org alignment and unblock execution.
Craftsperson
Capture and clarify product strategy while inviting constructive feedback from your team.
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