Erik Bjernulf

Erik has extensive experience in product management, business management and development. Within the software, electronics and hardware, Erik has pursued commercial success.
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Recent Posts

Find the right level of engagement with your tech support.

By Erik Bjernulf | 09 maj 2017

Talk to a product manager about Tech support – and you will most certainly get a reaction. Sometimes – “a great source for product insight” – or “constant interruption on stupid topics”

Technical support will never leave a product manager speechless. Because for High Tech products, including sw services, there is often a need for tech support.

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Why you should take care of your product ecosystem?

By Erik Bjernulf | 02 maj 2017


Partnership management – or living in the Ecosystem – is a growing area of interest for the product manager in Technology.

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What mistakes are you making when it comes to roadmapping?

By Erik Bjernulf | 18 april 2017

Roadmapping is the strategic process where a roadmap is created. The roadmap contains both market, business and technical development over time. A roadmap is a powerful strategy communications tool.

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5 tips to drive improvement for product success

By Erik Bjernulf | 11 april 2017

The role of the product manager includes many different topics. An area that would indeed be part of the core responsibility is what we call “Product Analysis”, which refers to the financial, quality reporting and analysis of the entire portfolio of products.

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8 framgångsfaktorer för att lyckas som produktchef

By Erik Bjernulf | 28 mars 2017

Produktledning är en central organisatorisk process som omfattar mer eller mindre alla delar av ett teknikintensivt bolag inom B2B. Produktchefsroll är avgörande för att säkerställa att produkterna är lönsamma över hela livscykeln. För att bli en framgångsrik produktchef behöver du bemästra många discipliner och vara en mästare på en hel del verktyg och metoder. Nedan har jag sammanställt åtta faktorer som du behöver ha koll på.

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Let's agree on Product Management "principles"!

By Erik Bjernulf | 23 februari 2017

The product manager position
Product manager is a growing profession. We find PMs in global matrix giants but also in startup wannabies.

Guiding with a Job Description

The old-school way. The organization is built around functions and their reporting hierarchy.

The product manager might report to the Director of (Product area) PM who in turn has his boss in the vP of Product Management.

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Why Product Managers should care about product life time revenue

By Erik Bjernulf | 10 januari 2017

The life time revenue of a product is often split between initial sales (Capex) and Product life cycle (Opex) offerings including provided upgrades, service, spare parts and support. When working with leading industrial companies I often see a lack of full consideration of ALL business opportunities over the full operational life of the product. 

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Tooling – the KEY for defining the RIGHT product?

By Erik Bjernulf | 03 januari 2017

Product managers have many tasks on their plate. Finding Insights into future markets and advances in technology. Understanding user and buyer behavior. We define product strategies in alignment with overall corporate directions.  Read More >

Where do Product Managers come from?

By Erik Bjernulf | 03 november 2016
A total of 100 product managers in Swedish Tech Companies were (“randomly”) selected. We found the following information in their LinkedIN profiles:
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Is there a best practice in product strategy?

By Erik Bjernulf | 28 oktober 2016

Is creating Product Strategy a Break-down or Work-up activity?

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