the consumer is buying solutions

"At this year's CeBIT technology fair, computer and telecoms companies are trying to muffle the jargon--aiming their pitches at people indifferent or even hostile to geek talk who still love the gadgets. 'The consumer is not buying these acronyms, the consumer is buying solutions,' Rudi Lamprecht, head of Siemens' mobile phone division, said as he introduced his company's new phones."

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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