Be a leader in product management.

Learn the skills you need to be a great product owner. Bring your ideas to life, in a structured and repeatable way that you can use with your team to create great products.

The Economist
Capital One



Online course session
variant-content  ONLINE COURSE

Online course
Digital course book
2 x technique cards
variant-certification   VFQ CERTIFICATION

Online course
Digital course book
32 x technique cards
Assessment and certification
variant-supported   SUPPORTED BY EXPERTS

Online course
Digital course book
32 x technique cards
Assessment and certification
4 hours expert support and feedback

“I learned a lot in only six weeks. I was particularly impressed with the activity-based nature of the course, which in my view is the best way to learn. I was able to quickly apply what I learned in my daily job and better understand how to work with product managers, developers and UX designers.”

The Economist 


Appreciate your context

Develop an understanding of your ideas and their context. You will learn how to talk convincingly about your idea at a high level and conduct a strategic analysis using the sailboat structure. Before you know it, you’ll be on your way to turning your idea into something valuable for your customer.

Understand your customer

Drive a deeper understanding of your customer by carrying out research to build a rich picture to develop your idea against, using concepts like jobs-to-be-done. You will develop personas to connect with the people you want to target and capture new insights to help shape your offering.

Explore your market

Build an understanding of the benefits your idea can bring in terms of size of market, business model and all the assumptions that go into these calculations. You will learn how to explain the viability of your ideas to others by completing your own Lean Canvas.

Experiment to win

Design experiments to test the most critical assumptions around your idea, with real results from the market, using templates created for you. You will learn that product management is made easier with an experimental approach.

clock  4-8 WEEKS / 6HRS PER WEEK

The course is designed to take 4-6 hours per week through the course of 4 weeks, but ultimately, it will depend on the depth of the work you choose to put in and your familiarity with some of the exercises we propose.


Learn by doing


The activities will guide your application of theory to solve real problems in an easy-to-follow way. You’ll apply the latest and most effective tools and techniques.

Step by step approach to learning


You want to create great products; and we want you to succeed. You will learn a step-by-step process that helps you develop ideas into world-beating products.

New perspective and think differently


Creativity is something you can learn. But only through practice. We provide new perspectives, stretching your mind and enhancing your creativity in a repeatable way.


What is learning by doing?

Learning by doing is an approach where you solve real problems through a process that is action-oriented, allowing you to continuously improve on the process and the solutions for the problem. Our Product Management Online course allows you to tackle your own real work-based challenges, rather than just plainly teaching theory.

What is the digital course book?

The digital course book is a comprehensive book of theory, tools and techniques that supports both our online and offline offerings. It is a companion to the course and should be used to understand the activities you will need to complete. More than a simple study book, it is also a great point of reference, with pointers to the theory for those who want to take their learning further.

What are technique cards?

Technique cards are designed to help you understand and apply the practices covered in VFQ. They are designed to simplify and speed up the learning of the practices with helpful tips on theory and implementation, as well as highlighting potential pitfalls.

Can I learn at my own pace?

You can learn at your own pace as there are no weekly mandatory assignments, but if you are working towards your certification, then you will need to submit within the first 120 days of purchasing the course.

How long will I be able to access my course for?

Once you buy it, it’s yours. This means you have access to the platform for as long as it exists. It also means that you’ll have access to updates of the course you’ve purchased, including new templates, new exercises, etc. We’ll let you know whenever we make any significant changes to the course.

How can I convince my boss to pay for the course?

This course requires you to apply your learnings in your day to day work. It will lead to immediate work improvements. Additionally, you will also be bringing a new way of thinking that will help your organization deliver more value to your customers. If they still have questions for you that you can’t answer after reading this, then give us a call at +44 (0)808 189 2043 or email us at

Should my team go through the course?

We always advise teams to work using a common language, a common approach to tackling problems and developing ideas. These factors make the difference in terms of team performance and success. Creative work like this is improved when done in pairs or in collaboration with a wider team. If you’re thinking about having your team taking the course and have any questions, feel free to call us at +44(0)808 189 2043 or email us at