Marcus Moretti’s guide to agent-native product management, in Every, is the orchestration shift showing up on the PM side of the team. The guide opens with the 1930s Procter & Gamble origin story: someone owns the product. The job has been rewritten so many times since then that PMs are now expected to be design partners, diplomats, sales people, and statisticians on top of running the 100+ software subscriptions the average company buys. What’s interesting is that the piece is describing the old role, finally legible again now that agents can absorb the administrative debt that piled up on top of it.

Now, much of the interdisciplinary work that goes into product management can be done by an LLM in minutes, sometimes seconds. What used to be a three-hour-long analytics investigation is now a simple back-and-forth with Claude. A product review that used to be a fortnightly chore emerges from a single typo-ridden chat message. This has been my recent experience, at least. I no longer struggle with semicolons in SQL queries or even write tickets. All of my product management work happens in conversation with, in my case, Claude Code. The conversation is the work.

“The conversation is the work” sounds like a description of the new job. Read it next to the 1930s origin story and it’s a description of the old one. The Brand Man at P&G wasn’t writing SQL; he was deciding what the product should be and who it was for. The intervening ninety years of accumulated tooling—agile ceremonies and ticket hygiene, analytics dashboards on top of those—was friction PMs had to push through to get back to the actual work. Moretti’s /ce-strategy command, modeled on Richard Rumelt’s Good Strategy Bad Strategy, isn’t a new artifact either. Strategy documents predate LLMs by decades. What’s new, Moretti says, is the cadence: every few months, the agent re-runs the strategy interview with the accumulated context of everything you’ve shipped.

Writing a strategy document cold is hard. The best way to do it, I’ve found, is to have an agent interview you. The ce-strategy skill does this. It runs through the sections in order and has built-in guidance about what makes a good answer (and what kinds of answers to push back on). […] The interview is deliberately conversational. If the first answer to, “What’s the core problem this product solves” is vague, the agent drills down: “Whose situation specifically? What do they try today, and why doesn’t it work?” The guidance here is taken from personal experience and from the Rumelt book.

The guide assumes a PM who has the taste to recognize when the agent’s follow-up has exposed a gap. The ones who don’t will end up with a strategy.md full of confident-sounding nonsense, generated quickly and reviewed lightly. Agent-native PM removes the alibi that you were too busy with tickets to do the actual thinking. That maps to a warning from Raj Nandan Sharma: when generation gets cheap, the scarce skill is refusal: knowing what to throw out and why. Moretti’s PM is doing exactly that, sentence by sentence, in the strategy interview.

Moretti closes:

LLMs have allowed our tools to catch up with the multifaceted duties of product managers. For me, product management has been reduced to the interesting parts: dreaming up features, thinking through designs, looking at interesting data, and talking to users. We all feel the economic imperative to embrace AI tools, but the better reason, I think, is to make work more fun.