designing products for customers

Scott Sehlhorst at Tyner Blain writes:

We talk about designing products for customers, getting feedback from customers, focusing on problems, and the differences between requirements and design. I'll wager that every product manager has thought about these things.

Understanding these requirements is a necessary (but not sufficient) component of developing products inspired by your customers.

Are your customers designing your products? Or are they inspiring your designs? Read more in Inspired By Your Customers.

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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