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product planning

When it comes to identifying and building products for your company, understanding your market’s problems is essential.

Focus shows you how to find opportunities in your market’s problems, score them objectively and identify where your company’s strengths intersect with market values.

Then we show you how to use that knowledge and market data to successfully and credibly sell your strategies internally. Start building products people actually want to buy with Focus.


210,000+ Pragmatic Alumni

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What you’ll learn in Focus

Identify the Right Product Strategies

Implement a consistent approach to product planning, with an objective scoring method and comprehensive tool set that can be used across product lines. Learn to:

Gain Consensus for Product Plans

Build credibility by showing that a sizable market values the product, that it fits in the corporate strategy and that there is money to be made. See how to:

Share the Product Vision

Provide documentation to get both internal and external stakeholders’ support for product direction, and gain consensus on your business plans. Practice how to:

Ready to become a Certified Genius?

Pragmatic Institute’s certifications are sought-after the world over, and are the best way to tell everyone about your product expertise. Prove that you’re a product genius with Pragmatic certifications.

Product Management

Foundation, Focus, Design & Build

Product Management
In-Person, Online


On Demand, In-Person, Online


Please note: Foundations is a
prerequisite for all of our courses
and must be taken first.
In-Person, Online


In-Person, Online


Common Roles

Product Owner

Executive Leadership
Product Management
Product Marketing
Product Strategy
Market Research
Product Consulting

Thanks to Credly, it’s now easier than ever to share your Pragmatic Institute certifications on your email signatures, social media accounts, virtual resumes and more!


$1,195.00 / One Time +Taxes

In Person Course

Live Online Course

These are the tools and
templates you'll learn
in this course.

Course Includes

Dive deeper into your
training with our hands-on
Pragmatic Labs


On the Framework for Focus

The Pragmatic Framework has helped thousands of organizations around the world streamline their processes so they can build and market better products.

Explore the key framework activities that we examine in Focus:

Product Profitability
Buy, Build or Partner
Business Plan
Product Roadmap

Product Roadmap

Business Plan

market definition


Ready to Start?

However you take Focus, you’ll get the same practical and actionable training from industry experts with decades of experience.

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