Being a product manager in an enterprise context is different. Today is Cyber Monday, and while tech companies serve a billion impressions, omni-channel retailers are coordinating physical inventory across 1,000 stores, managing real-time fulfillment capacity, and routing actual packages to real addresses—all while the website, mobile app, and in-store systems stay in sync.

Google's billion impressions scale horizontally with servers. Your Cyber Monday scales across physical constraints: warehouse staff capacity, carrier pickup deadlines, store inventory that can't teleport between locations. One system hiccup doesn't just lose a click—it means a package goes to the wrong address or a customer drives to a store for an item that isn't there.

The best enterprise PMs I know treat omni-channel scale as fundamentally different complexity. They plan around physical-world constraints and real people, not just server capacity.