The Challenge of Customization

Sales wants to tailor every deal so they can meet quota. Marketing and the senior executives want to address as many market needs as possible to reach the broadest possible market. But what impact does customization or too many options have on operations and ultimately on product profit? A newsletter article from Wharton talks about the impact our sales & marketing choices have on operations and manufacturing. When we give our customers too many choices, they are often overwhelmed and end up postponing the decision because they are confused.

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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