How to become a marketing expert

Want to know how to become a marketing expert? Kristin Zhivago writes:

The president of a small company recently sent me an email. "We've done well in a lot of areas of business, but what we haven't done is sorely inhibiting our growth. We need to master marketing and are committed to doing just that. Will you point me to the best learning tools?"

I'll bet you can guess where I pointed him... right back to his own customers.

I suspect the president who wrote really meant the 'other' marketing: communications and promotion. And was probably hoping for a more tangible answer, like "go to Practical Product Management or Effective Product Marketing" (which would also have been a good answer). Kristin knows that the first part of the word marketing is 'market.' Understand your market, identify their problems, solve them, and then tell them that you solved them.

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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