Are you outside-in?

Here's an old story from the insurance industry:

Vendor: "Customers want claims paid in a timely and efficient manner."
Customer: "I want my car fixed."

Customers don't care about insurance claims and appraisals; those are the tasks that the insurance company process mandates. The customer's goal is to be driving a repaired car.

When you talk about your products, are you focused on the buyer's goals or are you still focused on the vendor's prerequisite tasks? Are you using the buyer's language or using industry's jargon?

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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