Case Study: The Zhivago Method | SixEstate

Zhivago’s main principle is deceptively simple: If you want to know how to increase sales, ask your customers.There is a whole philosophy twisted up inside that sentence. Notice that you don’t ask your employees, as some suggest, because they’re usually not your biggest customers. You don’t ask suppliers. You don’t ask the Internet. You don’t implement some plan you read about in a book or online — unless it’s based on first asking the customer. via Case Study: The Zhivago Method | SixEstate. Nothing beats a direct interaction with a customer. Why do marketers loathe talking to the market? Follow Zhivago's (and pmiPragmatic Institute's) method instead.
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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