A product manager identifies what success looks like for a product, pinpoints the customer need and bigger corporate goals that a feature will address, and rallies a team to make that vision a reality. The newness of the position is probably to blame for the misunderstanding of what a product manager is. Product managers are still defining what the role should be, unlike practitioners of more established professions like design and engineering who can segment themselves according to their speciality. Product managers pay close attention to every stage of the life cycle of a product, regardless of whether company sells physical or digital goods. In order to ensure high-quality goods from conception to release, larger firms frequently employ numerous product managers concurrently.