Change This Manifesto

John Zagula (who co-authored The Marketing Playbook with Rich Tong) mentions Pragmatic Institute's contribution to Change This in his blog:

Effective Product Managers Know Their Market By Steve Johnson & Barbara Nelson. Some very good tips for marketing folks to cut through all the "market research" mumbo jumbo and reach out to deeply learn who their customer is.

Worth reading again (and saving) if you missed it when it was first published.

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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