Rivers of Revenue

In Rivers of Revenue, Kristin Zhivago writes, "Marketing doesn't have to be confusing and stressful. When you look at the selling process from the seller's perspective--as everyone does--there is no clear answer. One theory sounds as plausible as the other. Why? Because the answer can't be found on the seller's side of the equation. What makes sense to sellers doesn't make sense to buyers. Since the buyer is the one with the money--and the decision-making power--it makes a lot more sense to look at the selling process from the perspective of the buyer."

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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