The Best Way to Listen to Customers

A customer advisory council is a representative group of customers who agree to share their buying and usage experiences as well as evaluate new sources of value. Unlike traditional focus group research, a company gathers ongoing feedback from this larger group of customers. And since these participants are ready to contribute, the company spends less time and money capturing customer input and valuable insight. Read more Running Customer Advisory Boards.

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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