IBM’s Historic Turnaround: Who Says Elephants Can’t Dance?

Be sure to read Who Says Elephants Can’t Dance? Inside IBM’s Historic Turnaround


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Photo By Mikolaj on Unsplash

IBM has redefined itself as a force in the industry by refocusing on the customer. And it took a customer to show them how. Louis Gerstner describes the doldrums facing IBM during the 90s, when the press and the industry had written them off, and how the management team brought IBM back. An excellent read for anyone who has been in the business for a while, particularly in the enterprise space.


“Who Says Elephants Can’t Dance” is also an excellent book on how to run a business. Almost every page has a nugget of wisdom for running a better technology-based business.

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  • 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.

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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