The No Guy

Bob reminds us that saying no now means saying yes later. Why is focusing so hard?

Product manager: This product is designed for pharmacies in hospitals with more than 1000 beds.
Sales guy #1: I sold it to a radiology department
Sales guy #2: Oh, can I sell it to urgent care?
Sales guy #3: I have a customer with 500 beds.

Maybe that’s why 28% percent of product managers have the authority to reject contracts.

“But can’t you just say 'Yes' to everything?”


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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