Product All-Star: 5 questions with Mats Hultgren

Building products is an adventure. That is what makes it the best job in the world. But this role is not for everyone — true product success requires decisive action, continuous effort, and the relentless pursuit of value.

We have the honor of being connected to companies and product experts who go boldly and bravely. And we are asking folks to share their knowledge with you in the hopes it will inspire you in your own product career.

Mats Hultgren is a product manager at inriver, a software platform that helps businesses manage and organize product information across various sales channels, including websites, catalogs, and storefronts. Based in Skåne County, Sweden, Mats collaborates with colleagues globally to improve his team's product development processes.

Outside of work, Mats enjoys all things soccer (fotboll in Swedish): playing, coaching, and spectating. Today, you will find him on the bleachers watching his favorite Swedish team, Malmö FF, while enjoying great food and company.

Keep on reading for Mats' thoughts on all things product management:

What was your first product role?

Though different in title, I consider my first product role to be editor-in-chief at International Data Group. The magazine was the product, and the cross-functional team included editorial staff, designers, sales, and marketing. We worked in an agile manner with a defined product vision and strategy.

Over the years, I have continued to stay engaged in product development as a product owner, product manager, and CPO in various settings. Content and content management have often been central to the products I've managed.

After relocating from Stockholm to Malmö, I joined a major retailer as a product owner in its e-commerce operation — overseeing product information and using inriver's product information management (PIM) solution. Impressed by inriver's offering and its Swedish roots, I decided to join its expanding product organization.

What are the most important traits for a product builder?

You always need to keep two things to the ground: your feet and your ears.

Keeping your feet grounded means being practical and sensible in your approach as a product manager and adapting your message to every audience. I reference ears because you also need to pay attention to all that is happening around you. Listen to your customers and co-workers. Show curiosity about user needs, key competitors, and market trends. These insights will help shape your product into something customers value.

Having been deeply involved in soccer my entire life, I live by a simple rule: Treat product development as a team sport.

We all need to agree on the game, know the rules, and learn how to succeed together. We also need to understand our roles and responsibilities and support teammates when they encounter challenges. Of course, we should celebrate every win as well!

How do you stay motivated when complex challenges arise in product development?

Complex challenges are what motivate me, and I believe this holds true for most product managers and everyone involved in creating successful, lovable products.

Personally, I get an extra kick of motivation from two things. The first is when the team reaches that magical state of "flow" where everything feels achievable, and everyone truly supports one another. The second is when the numbers start coming in after a product or feature launch and seeing the concrete user response to all our efforts.

What will change the most about product development in the next decade?

I am convinced that AI will continue to have a significant impact on product development. AI can enhance our productivity and innovation in the PM role and improve various stages of product development — from knowledge gathering and insights to analyzing outcomes.

Looking ahead a decade, the core responsibilities of a product manager (understanding users, guiding the product development lifecycle, coaching teams, and engaging with stakeholders) will remain unchanged. Although I welcome any tools to aid in this process, AI included, these fundamental skills will ensure human product managers stay central to product building.

What excites you most about the role?

Creating digital products is a high-energy mix of creative vision and strategic challenge.

I love what I do. It allows me to work alongside smart, engaged people and positively impact users' daily professional lives.

Plus, establishing Aha! as a core tool for the product organization is the icing on the cake. We now all work together as one team — tightly aligned to shared goals. What's not to be excited about?

Read more of the Product All-Star series.

Know an inspiring product builder? Nominate them to be featured in an upcoming post. They simply need to be doing quality work and using Aha! software.