Risk-Sharing and Customer-Perceived Value

Whenever customers buy your product or service, there's a leap of faith that they will get value from you. An alternative is to offer your solution in return for some of the savings--and to measure this in the customer's own business units. Even if you fall back on traditional pricing, it will help the customer assign real value to what you deliver. Read the full article on Product Bytes.

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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