Cooper: Myths and measurements

Steve Calde at Cooper writes:

There's a dirty little secret that nobody in the design community wants you to know: it's actually possible to build and ship a software product... without designing it first! There. I said it. Now my time is short; even as I type, assassins with square-toed shoes and goatees are stalking my whereabouts.

But just because you can construct software products without designing them first, why on earth would anybody want to?

Read Evaluating the ROI of design.

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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