If we only had time...

Our greatest weakness lies in giving up. The most certain way to succeed is to always try... just one more time. -- Thomas Edison

Clock icon I was interviewed recently by Jon Gatrell for spatially relevant about marketing and product management for his "Marketing IS in the Middle series." Jon has also interviewed David Daniels, a colleague here at Pragmatic Institute, and others.

Jon's final question to me was... What's next?

What's next indeed! 2009 will be a difficult year for many companies--certainly most US companies. The first reaction will be to cut costs across the board but another strategy is to focus on development of products, promotion, and people. Many companies have excess resources for the first time. Rather than fire them and lose their domain knowledge, we can focus them on creating new revenue opportunities for 2010.

The economy will recover. Now is the time to set up interviews and customer surveys that we never had time for before. Now is the time to get everybody trained on best practices in product management, agile approaches to development, and new ways of promoting products such as video brochures, blogging, and leveraging social media and user-generated content. Now is the time to ensure that the buying process is well-understood and fully documented. Now is the time to set up systems to instrument and measure product success.

It's so common to hear people say "if I only had time." You do! Let's not waste it by purging excess people but let's take this as a (rare) opportunity to grow the business internally and prepare for a resurgence of business in years to come.

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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