On a product management manifesto

There is nothing more difficult to take in hand, more perilous to conduct, or more uncertain in its success, than to take the lead in the introduction of a new order of things. --Machiavelli I've often wondered about creating a product management manifesto or treatise or statement of direction or personal oath. I have participated in discussions with Graham, Saeed, Alan, and others. I was truly inspired by the call to arms known as The Agile Manifesto because I completely agree: we do spend too much time writing about writing code and not writing code; we do seem to blindly follow a plan rather than adapt to changes. So hat's off to Kent Beck et al for rejecting conventional wisdom and refocusing development on the things that really matter. As for product management, Alan Bullied may have the right idea; he has this to say. Brian Lawley took a shot at it with his Product Management Manifesto but Tom Grant at Forrester had a fairly strong reaction to it. Pragmatic Institute Framework I find, in the end, that I keep coming back to Peter Drucker's definition: The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Call it marketing or call it product management, that's my product management manifesto. And for me, the articulation of it for technology businesses continues to be the Pragmatic Institute Framework.
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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