Episodes
![Don’t Use a Freemium Pricing Strategy and Other Lessons with Dan Balcauski](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Jul 14, 2023
Don’t Use a Freemium Pricing Strategy and Other Lessons with Dan Balcauski
Friday Jul 14, 2023
Friday Jul 14, 2023
![Dan_Balcauski_PL_Header_atpld.jpg](https://mcdn.podbean.com/mf/web/b4vkuj/Dan_Balcauski_PL_Header_atpld.jpg)
In this episode of Pragmatic Live, Rebecca Kalogeris, and Dan Balcauski, Founder and Chief Pricing Officer at Product Tranquility, explore how product professionals can influence pricing.
They also discuss:
- Why product managers should deeply understand pricing
- Where people go wrong when they are working on pricing strategy
- How to establish a clear understanding of how your customer's value that’s not based on opinion
- The role of competitive analysis in building a pricing strategy
- Why Dan doesn’t recommend freemiums (but does recommend free trials)
Learn how to set the right price for your products and services, understand your customers' willingness to pay, and maximize your profits.
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![Decoding Customer Satisfaction with Evan Klein](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Jul 07, 2023
Decoding Customer Satisfaction with Evan Klein
Friday Jul 07, 2023
Friday Jul 07, 2023
![Evan_KleinPL_Header_60zg1.jpg](https://mcdn.podbean.com/mf/web/a86s79/Evan_KleinPL_Header_60zg1.jpg)
In this product chat, Evan Klein, Founder and President of Satrix Solutions, shares insights on understanding customer behavior and its impact on business success.
The conversation revolves around the importance of data-driven decision-making, focusing on key data points businesses should monitor. Evan also emphasizes the significance of staying attuned to customer sentiment and discusses the best practices for obtaining unbiased and unfiltered feedback from customers.
In this presentation, Evan discusses:
- Benefits of a strong user experience
- The purpose and how to conduct a key driver analysis
- Why humans (not machines or AI) should be responsible for thematic analyses
- Risks of data quality and reliability
- Who should conduct customer interviews and other best practices
Dive into Pragmatic Institute's Foundations course to master market understanding and product building. Earn a PMC certification and access invaluable tools and resources.
![:bulb:](https://a.slack-edge.com/production-standard-emoji-assets/14.0/apple-medium/1f4a1@2x.png)
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![Throwback - Too Much too Soon? - Subscription Models and Revenue Retention](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Jun 30, 2023
Throwback - Too Much too Soon? - Subscription Models and Revenue Retention
Friday Jun 30, 2023
Friday Jun 30, 2023
In this episode of Pragmatic Live, our very own Diane Pierson, Pragmatic Institute instructor, is joined by Joe Douress, published author and managing director for Brittish Medical Publishing for the Americas, to discuss how to better leverage subscription models at the right time to ensure customer and revenue retention.
Don't forget! - Each and every Friday, we hold live AMA's that you can take part in!
Visit pragmaticinstitute.com to learn more.
Watch our previous sessions HERE.
![Mastering the Voice of the Customer: A Conversation with Aneri Shah](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Jun 23, 2023
Mastering the Voice of the Customer: A Conversation with Aneri Shah
Friday Jun 23, 2023
Friday Jun 23, 2023
![Aneri_Shah__PL_Header_60mby.jpg](https://mcdn.podbean.com/mf/web/kp6bzs/Aneri_Shah__PL_Header_60mby.jpg)
- The vital importance of deeply understanding your buyers for successful product marketing.
- How and where to utilize the voice of the customer
- The real value of in-product communication
- How she uses AI to help with messaging
![The Power of Curiosity and Market Research](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Jun 16, 2023
The Power of Curiosity and Market Research
Friday Jun 16, 2023
Friday Jun 16, 2023
![Daniel_Alleyne__PL_Header_8z2xe.jpg](https://mcdn.podbean.com/mf/web/irwbcs/Daniel_Alleyne__PL_Header_8z2xe.jpg)
- The pervasive nature of imposter syndrome in product roles, particularly among those who have followed non-traditional paths, and its role in fostering ongoing learning and personal growth.
- Effective strategies to underline the importance of market research and secure buy-in from stakeholders and leaders.
- Approaches to building trust within organizations to garner the time and resources necessary for comprehensive market research.
- Techniques to continually demonstrate value during the market research process, ensuring sustained support and investment.
>> Learn More
![Decoding Data-Driven Decisions with Paul Meresanu](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Jun 09, 2023
Decoding Data-Driven Decisions with Paul Meresanu
Friday Jun 09, 2023
Friday Jun 09, 2023
![Paul_M_PL_Header_.jpg](https://mcdn.podbean.com/mf/web/g2zvud/Paul_M_PL_Header_.jpg)
- Using data to make decisions when choosing a path for a product or starting a new product?
- How to encode and decode qualitative data
- Tools for managing qualitative data
![How to Build Roadmap Alignment](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Jun 02, 2023
How to Build Roadmap Alignment
Friday Jun 02, 2023
Friday Jun 02, 2023
![Roadmaps.jpg](https://mcdn.podbean.com/mf/web/jmqid8/Roadmaps.jpg)
- Provides practical examples and insights on creating roadmap clarity
- Explains setting realistic timelines
- Demonstrates collaborative tools
Learn how to find opportunities in your market’s problems, score them objectively and identify where your company’s strengths intersect with market values.
Enroll Today
![In the Sales Trenches: How Product Marketers Build Credibility](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday May 26, 2023
In the Sales Trenches: How Product Marketers Build Credibility
Friday May 26, 2023
Friday May 26, 2023
![Ross_Cranwell_PL_Header_.jpg](https://mcdn.podbean.com/mf/web/kevme6/Ross_Cranwell_PL_Header_.jpg)
- How product marketers can build credibility
- The unique challenges B2B product marketers face (especially when trying to connect marketing efforts to revenue)
- Why product marketers should participate in sales calls
In Pragmatic’s Market course, you’ll learn how to align across go-to-market teams, gain expert buyer knowledge, build consensus for marketing plans, and measure effectiveness.
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![Throwback - From Roadmap to Revenue](https://pbcdn1.podbean.com/imglogo/ep-logo/pbblog820757/podcast_series.jpg)
Friday May 19, 2023
Throwback - From Roadmap to Revenue
Friday May 19, 2023
Friday May 19, 2023
In this great throwback episode, pricing guru and long-time Pragmatic partner Mark Stiving covers three key methods you can use to get the most profitable products to the market as quickly as possible.
Want to learn more about pricing your product for success? Take Price from Pragmatic Institute. Learn more and register today.
![Tested Strategies for Raising Prices and Increasing Revenue for Products](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday May 12, 2023
Tested Strategies for Raising Prices and Increasing Revenue for Products
Friday May 12, 2023
Friday May 12, 2023
"Your customers are looking at your product and asking for discounts. The key is to demonstrate the value of your product so that they understand the price is justified."
- Mark Stiving, Chief Pricing Officer for Impact Pricing
In this episode of the Pragmatic Live, host Rebecca Kalogeris, Vice President of Product at Pragmatic Institute, interviews Mark Stiving, Ph.D., Chief Pricing Officer for Impact Pricing, who shares six ways to raise product prices effectively.
They discuss pricing strategies such as focusing on products that are add-ons, using market segmentation to adjust prices, and creating a new product version by taking away some features and charging a lower price. These strategies can help companies increase revenue without causing too much disruption or risking losing customers.
The conversation contains valuable insights and practical tips to help professionals elevate their products, company, and career. Tune in to this episode to learn more about effective pricing strategies and take your product management skills to the next level.
Do you want to learn how to be more market-driven? Enroll in Foundations
You’ll learn how to understand the market and its problems, use that knowledge to build and sell products people want to buy, and master the Pragmatic Framework to bring successful products to market.
![Turning Knowledge into Impact: How Pragmatic Courses Drive Organizational Change](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday May 05, 2023
Friday May 05, 2023
![Erica_Sutula_PL_Header_.jpg](https://mcdn.podbean.com/mf/web/7y2ccf/Erica_Sutula_PL_Header_.jpg)
- What is instructional design
- How Pragmatic helps students implement their training after they’ve completed a course
- The impact collaborative learning has on outcomes
- What is problem-based learning
- Why certification exams help with the long-term transfer of knowledge and skills
Enroll your product teams in Foundations today. They’ll learn to uncover market problems, develop buyer and user personas, and create a winning positioning strategy.
Learn More
![How To Utilize Aha! For Effective Product Management](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Apr 28, 2023
How To Utilize Aha! For Effective Product Management
Friday Apr 28, 2023
Friday Apr 28, 2023
![Aha_PL_Header_6s7d9.jpg](https://mcdn.podbean.com/mf/web/7ic3s3/Aha_PL_Header_6s7d9.jpg)
- The three common pitfalls of market research
- How Aha! prevents market research from getting lost in digital drawers
- The three-prong test to validate and prioritize problems (and a tool to help)
- Aha!’s product value scorecard and idea portal
- How to effectively bring market insights to the development and design teams
- How to get buy-in for a new roadmapping tool
As the Director for Product Management at Pragmatics Product Vertical, Ian oversees a team of instructional designers responsible for creating and refining purposeful and inspiring learning experiences.
Enroll in Foundations and learn how to identify market problems, uncover strategic opportunities, develop buyer and user personas, and create a positioning strategy.
Learn More
![How to be a Product Manager That Engineers Don’t Hate](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Apr 21, 2023
How to be a Product Manager That Engineers Don’t Hate
Friday Apr 21, 2023
Friday Apr 21, 2023
![Kirsten_Van_Detta_PL_Header_bu6po.jpg](https://mcdn.podbean.com/mf/web/4vvzfz/Kirsten_Van_Detta_PL_Header_bu6po.jpg)
- What engineers need from product managers
- Communication strategies to better collaborate with engineers
- Why advocating for the product is also advocating for your team
- How to repair your relationship with the engineering team if it isn’t ideal
You’ll learn how to understand the market and its problems, use that knowledge to build and sell products people want to buy, and master the Pragmatic Framework to bring successful products to market.
Learn More
![Should You Delegate to ChatGPT? Insights from Nils Janse](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Apr 14, 2023
Should You Delegate to ChatGPT? Insights from Nils Janse
Friday Apr 14, 2023
Friday Apr 14, 2023
![Nils_Janse_PL_Header_bkerh.jpg](https://mcdn.podbean.com/mf/web/bsews7/Nils_Janse_PL_Header_bkerh.jpg)
This episode is from our latest Product Chat webinar >> watch the webinar
“I really encourage you whenever you have a task think about whether you have to do it or whether the ChatGPT can do it for you.” - Nils Janse- The limitations and capabilities of GPT-3 and GPT-4
- The applications for generative AI, evaluative AI and interactive AI
- An example of how Delibr uses AI to build PRD
- Prompt engineering approaches
In Foundations, you’ll learn how to master the Pragmatic Framework and build products the market wants to buy.
![Lessons from Netflix: How to Launch Pricing Changes Effectively](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Apr 07, 2023
Lessons from Netflix: How to Launch Pricing Changes Effectively
Friday Apr 07, 2023
Friday Apr 07, 2023
![Netflix_PI_Round_Table_Header7klf3.jpg](https://mcdn.podbean.com/mf/web/x299m9/Netflix_PI_Round_Table_Header7klf3.jpg)
- Netflix’s latest changes and the impact
- The reaction in the market to the password-sharing crackdown
- Why businesses should avoid making customers feel like they are being punished with pricing changes
- The ways Netflix could approach the policy change differently
- How Netflix could improve its messaging and policy launch moving forward to earn goodwill with current and future customers
You'll learn a proven approach to pricing that reflects what the market is willing to pay and supports your organization's strategies. We'll teach you how to evaluate the competitive and market environment and its impact on pricing. Plus, you'll learn how to implement, track and measure pricing strategies.
![Why Your Company Needs a Voice of Customer Program](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Mar 31, 2023
Why Your Company Needs a Voice of Customer Program
Friday Mar 31, 2023
Friday Mar 31, 2023
![Evan_KleinPL_Header_wip61aes.jpg](https://mcdn.podbean.com/mf/web/n8r5kt/Evan_KleinPL_Header_wip61aes.jpg)
- How to implement systematic feedback processes
- Who should be included in customer satisfaction surveys and interviews
- How to share customer insights in a way the company will feel empowered to act on them
- Benefits of hiring a third-party voice of customer services
- Best practices for approaching win/loss interviews
- How to encourage customers to provide feedback and respond to survey or interview requests
- How employee feedback programs contribute to improving customer experience
In this course, you’ll learn the ins and outs of the Pragmatic Framework and how to approach win/loss analysis at your company.
Learn More
![How Designers and Product Managers Can Work Together to Drive Innovation](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Mar 24, 2023
How Designers and Product Managers Can Work Together to Drive Innovation
Friday Mar 24, 2023
Friday Mar 24, 2023
![Teresa_Cindy_PL_Header_wip7g1ij.jpg](https://mcdn.podbean.com/mf/web/yrmyxg/Teresa_Cindy_PL_Header_wip7g1ij.jpg)
- Why you should bring in design earlier in the development process
- How designers and product managers approach the development process differently
- Navigating the conflict between desirability, viability and feasibility
Learn how to create innovative, intuitive products that the market will embrace. Gain a human-centered approach to market problems, partner with designers, and deepen your understanding of target users. With the skills and knowledge gained through this course, you will be equipped to drive meaningful impact in your organization. Enroll now and unlock your full potential as a product manager.
learn how to contribute to strategy conversations confidently, tie your design work to business outcomes, and align user-centered work to advance business objectives. With this course, you'll strengthen cross-functional partnerships and demonstrate the return on investment of your design work.
![Overcoming Resistance to Change: Insights from Pragmatic Instructors](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Mar 17, 2023
Overcoming Resistance to Change: Insights from Pragmatic Instructors
Friday Mar 17, 2023
Friday Mar 17, 2023
![Implementing_the_Framework9bx8z.jpg](https://mcdn.podbean.com/mf/web/s7whhk/Implementing_the_Framework9bx8z.jpg)
- The challenges product professionals will face when trying to implement change in their role and company
- How to get buy-in from the executive team to build a market-driven culture
- Why capturing market data will help you prevent emotional or political conversations with stakeholders in the company
- How to manage through influence versus authority
Enroll in Foundations
If you’ve already completed Foundations, our course selector tool will help you decide on which course to take next.
![How To Hire Excellent Product Managers with Matt Lemay](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Mar 10, 2023
How To Hire Excellent Product Managers with Matt Lemay
Friday Mar 10, 2023
Friday Mar 10, 2023
![PL_Header_Matt_LeMay7g0lr.jpg](https://mcdn.podbean.com/mf/web/evw7ka/PL_Header_Matt_LeMay7g0lr.jpg)
- Hiring the right product manager for your team starts with understanding exactly what your company needs, not simply “what makes a good product manager.”
- The key quality Matt looks for during an interview with a prospective product manager
- Why you should switch from clarifying the role of product management to clarifying the goal of product management
- How to incorporate different frameworks into the hiring process
![A Systematic Approach to Branding and Positioning with Ulli Appelbaum](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Mar 03, 2023
A Systematic Approach to Branding and Positioning with Ulli Appelbaum
Friday Mar 03, 2023
Friday Mar 03, 2023
![Ulli_Applebaum_PL_Header_.jpg](https://mcdn.podbean.com/mf/web/55efmb/Ulli_Applebaum_PL_Header_.jpg)
- Ulli’s systematic approach to branding and positioning, including internal stakeholder interviews, competition analysis, and customer research.
- Types of positioning deliverables after completing initial research
- Why positioning can help you when things don’t go according to plan
- How to measure the success of positioning work
- Common problems that occur in positioning projects
This course helps you gain a thorough understanding of your buyers and how they like to buy so you can build product marketing strategies that deliver results.
Learn More
![Anatomy and Evaluation of a Successful Launch](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Feb 24, 2023
Anatomy and Evaluation of a Successful Launch
Friday Feb 24, 2023
Friday Feb 24, 2023
This episode is from our latest Product Chat webinar >> watch the webinar
When it comes to the planning, execution and effectiveness of a launch, understanding the key components and their function within teams and processes is essential. Each phase of a launch brings its own very specific challenges and being able to execute and navigate while remaining on track can be challenging. So how can you best identify the key elements of a launch and utilize evaluation to ensure you’re building upon each launch successfully.
Join us as we welcome Trishna Sharma, Product Manager of Meta for a conversation on how to look at the key components of a successful product launch and evaluation techniques you can utilize to ensure you are driving powerful outcomes.
In this conversation Trishna will share:
- The key components of what drives a successful launch according to a PM
- How to plan and execute launch strategies that remain streamlined and on track
- Metrics and Data Insights you can look to, to measure success and efficiency
- How to conduct evaluation techniques post-launch to ensure you are consistently improving
![Avoiding Catastrophe: Don’t Forget These Critical Teams During Your Launch](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Feb 17, 2023
Avoiding Catastrophe: Don’t Forget These Critical Teams During Your Launch
Friday Feb 17, 2023
Friday Feb 17, 2023
![Diane_Pierson_PL_Header_Jan75z4r.jpg](https://mcdn.podbean.com/mf/web/x5hhq9/Diane_Pierson_PL_Header_Jan75z4r.jpg)
- The people and teams that should be involved in a launch—but often aren’t
- Why you should use a launch readiness assessment rather than a launch checklist
- How to not lose control of a launch
- Why are product marketing managers often overlooked in the launch process
Launch is a course that helps you create a more strategic approach to exceed your business objectives. Learn to execute successful launches that align your entire organization around the same strategies and goals.
Enroll Today
![Navigating the Choppy Waters of Mergers and Acquisitions with the Pragmatic Framework](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Feb 03, 2023
Friday Feb 03, 2023
![Frank_Tait_PL_Header_82ztm.jpg](https://mcdn.podbean.com/mf/web/w7hb5j/Frank_Tait_PL_Header_82ztm.jpg)
- When to build, buy or partner in the context of a merger or acquisition
- The three stages of determining whether or not to buy a company
- The value of a gap analysis during an acquisition or merger
- How to apply the Pragmatic Framework to M&A build a shared mission and understanding
- The role of positioning and segmentation during an M&A process
In this course, you’ll learn the ins and outs of the Pragmatic Framework that Frank references during this episode.
![Turn Your Market Research into Positioning Strategies](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Jan 27, 2023
Turn Your Market Research into Positioning Strategies
Friday Jan 27, 2023
Friday Jan 27, 2023
Are your market research efforts providing meaningful insights? Have you accurately identified the needs of your market? Do your cross-functional team members understand your market well enough to win their trust – and get the sale?
Join us as Pragmatic Institute and Diane Pierson, visiting instructor and founder of Innovate on Purpose welcome Scott Lien, CEO and co-founder of GrandPad. Scott will share how to leverage market research to build powerful positioning and ways to utilize Pragmatic principles in the real world to gain a strategic advantage.
In this conversation Scott will also discuss:
- What kinds of market research will help you build better positioning
- Practical ways to conduct research with limited budgets and time
- How to drive market knowledge into every product and marketing decision to drive better results
- How to align with leadership to successfully jumpstart your positioning workflow
![Culture vs. Workflow: Uncovering Hidden Causes of Tension with Kirsten Butzow](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Jan 20, 2023
Friday Jan 20, 2023
![Kirsten_Butzow_Jan_PL_Header_6ixyk.jpg](https://mcdn.podbean.com/mf/web/4ysa6p/Kirsten_Butzow_Jan_PL_Header_6ixyk.jpg)
- How to determine if a perceived cultural issue is actually rooted in a problem with workflow
- Why unexpected rework is a sign of a workflow problem
- Why starting with customer data will bring clarity to workflows
- The importance of agreeing to adjust either scope or date deadlines to better manage resource and time constraints
Enroll Foundations to take the first step in truly understanding the market and the problems it faces. In this course, you’ll also master the Pragmatic Framework and the activities needed to bring a successful product to market.
Learn More
![Aligning Your Organization with Positioning Documents: An Interview with Dan Corbin](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Jan 13, 2023
Friday Jan 13, 2023
![Dan_Corbin_Dec_header9b17c.jpg](https://mcdn.podbean.com/mf/web/w5p7m7/Dan_Corbin_Dec_header9b17c.jpg)
- Why position documents are essential for the entire organization and why it makes the product team’s job easier
- What to include in a positioning document and why the order of the sections is so important
- How many positioning documents should you create per product
- Who should own the positioning document
Enroll Foundations to learn more about positioning from expert instructors like Dan Corbin. Take the first step in truly understanding the market and the problems it faces. In this course, you’ll also master the Pragmatic Framework and the activities needed to bring a successful product to market.
Learn More
![Expert Insights on Pricing Trends for 2023 with Mark Stiving](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Jan 06, 2023
Expert Insights on Pricing Trends for 2023 with Mark Stiving
Friday Jan 06, 2023
Friday Jan 06, 2023
![Mark_Stiving__Jan_PL_Header_6v3tr.jpg](https://mcdn.podbean.com/mf/web/5ut8eq/Mark_Stiving__Jan_PL_Header_6v3tr.jpg)
- Companies moving toward usage-based pricing
- What is product-led growth
- Why net-dollar retention is the single most important KPI
- The importance of compensation for the sales team that grows customers
- Pricing and AI
Pricing Case Study: Why Disney Should Charge MORE for Their $6,000 Hotel Room
Pricing Case Study: The Housing Market Teaches Why Cost Plus Pricing is a Bad Idea
Pricing Case Study: When Will You Unsubscribe to Netflix?
Pricing Case Study: Shrinkflation and Why You’re Getting Less but Paying More
![Using Personas to Build What Customers Need (not what they asked for)](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Dec 23, 2022
Using Personas to Build What Customers Need (not what they asked for)
Friday Dec 23, 2022
Friday Dec 23, 2022
In this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, hosts Sandy Orlando, the senior VP of product management at CDK Global, an automotive retailing software company. Sandy explains that her objective with NIHITO visits is to listen to the customer rather than to talk to the customer, and to test a hypothesis without trying to inform it. She said that while building personas people try to prescribe a conclusion and then prove it rather than exploring.
When done well, personas can lead a product team to create solutions that lead customers to desired outcomes. At times, she said she's received feedback from customers that she didn't deliver one single thing the customer asked for but instead delivered exactly what they needed.
![Product Principles To Fuel Your 2023](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Dec 16, 2022
Product Principles To Fuel Your 2023
Friday Dec 16, 2022
Friday Dec 16, 2022
This episode is from our latest Product Chat webinar >> watch the webinar
With 2022 coming to an end and rumbles of the macro environment creating some potentially tough hurdles for businesses in 2023, companies must be laser-focused on what is most important for success in the coming year. This is why product managers and leaders must hone in on areas that create resilience and deliver the highest value and greatest impact for their organizations, employees and, most importantly, their users and customers.
Join us as we welcome Kirsten Van Detta, senior product manager at LinkedIn, for a conversation on what key concepts product professionals should be focusing on to fuel their 2023 and how being ruthless in your prioritization can serve as your biggest ally.
![How to be an Effective Product Marketer with Yasmeen Turayhi](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Dec 09, 2022
How to be an Effective Product Marketer with Yasmeen Turayhi
Friday Dec 09, 2022
Friday Dec 09, 2022
![PL_Header_Yasmeen-01.jpg](https://mcdn.podbean.com/mf/web/sz6idf/PL_Header_Yasmeen-01.jpg)
- The importance of the product marketing role
- How to manage pressure and the importance of mental health
- Strategies to build clarity and prioritize tasks
- Why the best product marketers are curious and diversify their knowledge
Market.
This course helps you gain a thorough understanding of your buyers and how they like to buy so you can build the product marketing strategies that deliver results.
Learn More
![How Asset Assessment Can Help You Outmaneuver The Competition](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Dec 02, 2022
How Asset Assessment Can Help You Outmaneuver The Competition
Friday Dec 02, 2022
Friday Dec 02, 2022
This episode is from our latest Product Chat webinar >> watch the webinar
Join us as we welcome Sandi Olson, Senior Marketing Content Manager at Microsoft for a conversation on how utilizing the right asset assessment techniques can help you to analyze, prioritize and make forward-thinking pivots before your competitors.
In this conversation Sandi will share:
- How to approach asset assessment through a lens that allows you to revive, streamline and support any business strategy
- Ways you can utilize assessment to better integrate positioning and messaging
- How healthy asset hygiene enhances strategy development
- Archive, archive, archive
- Tools and processes you can leverage to ensure you are finding meaningful opportunities within your assets
![What Causes a Launch to Fail?](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Nov 25, 2022
What Causes a Launch to Fail?
Friday Nov 25, 2022
Friday Nov 25, 2022
Validating market problems isn’t about listening only to the noisy 20 percent of the market. Instead, it’s about understanding the needs of the quiet 80 percent too. Without validation, product teams can invest valuable time and resources into an idea that is destined to fall flat.
In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic instructor Terry Sadowski who candidly shares his experience with a launch failure.
They discuss:
- How pressure and novelty can cause you to ignore established processes that protect against launch failures
- The ways hindsight reveals all the missteps overlooked in a moment of excitement and energy
- How to move forward after a big failed launch
- Key advice to avoid a failed launch
Want to learn more about effective launches?
Launch is a course that helps you create a more strategic approach to exceed your business objectives. Learn to execute successful launches that align your entire organization around the same strategies and goals.
![How to be Dangerously Good at Go-To-Market Strategies](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Nov 18, 2022
How to be Dangerously Good at Go-To-Market Strategies
Friday Nov 18, 2022
Friday Nov 18, 2022
- Three pillars of a successful business
- Why the market can make or break any product
- What makes a great market
- How to drive alignment in a company
- How to get out of the “one more feature” trap
- The difference between strategy and execution
This course helps you gain a thorough understanding of your buyers and how they like to buy so you can build the product marketing strategies that deliver results.
Learn More
![How to Build Career Paths and Structure to Empower Your Product Teams](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Nov 11, 2022
How to Build Career Paths and Structure to Empower Your Product Teams
Friday Nov 11, 2022
Friday Nov 11, 2022
![Corban_Wells_PL_Header_-01.jpg](https://mcdn.podbean.com/mf/web/tmssb4/Corban_Wells_PL_Header_-01.jpg)
Corban has been involved in product management for 30 years. His current team consists of 13 product managers responsible for managing four product verticals. Each vertical has a different tech stack, and the team’s job is to make those systems better and more efficient for the 2,500 employees at Primary Residential Mortgage.
- How to define product manager and product owner
- Building development and career paths for product professionals based on KPIs
- How clear expectations for each role improve one-on-ones and make the feedback more objective
Foundations is the first step to understanding the market and its problems. With that knowledge, you can build and sell products that people actually want to buy. You’ll also learn to master the Pragmatic Framework and the activities needed to bring a successful product to market.
Learn More
![How to Build High-Performing Teams](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Nov 04, 2022
How to Build High-Performing Teams
Friday Nov 04, 2022
Friday Nov 04, 2022
![Amy_Graham__PL_Header_-017dsei.jpg](https://mcdn.podbean.com/mf/web/7tkpgd/Amy_Graham__PL_Header_-017dsei.jpg)
- The importance of having clarity around roles and responsibilities and understanding what type of team you have (e.g., high market knowledge vs dependent)
- How to build trust and collaboration between product and development
- Some of the key areas where teamwork starts to break down in companies.
In this course, students learn how to become market-driven by exploring concepts such as how to uncover strategic opportunities, define product team roles and responsibilities, prioritize actual vs. desired business goals, and how to talk to and observe the market in action.
Learn More and Enroll
![How To Measure Success Through Every Stage Of The Product Lifecycle](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Oct 28, 2022
How To Measure Success Through Every Stage Of The Product Lifecycle
Friday Oct 28, 2022
Friday Oct 28, 2022
This episode is from our latest Product Chat webinar >> watch the webinar
Join us as we welcome Anand Arivukkarasu, Product Leader (formerly of FB) for a conversation on how you can use measurement to ensure success throughout every stage of the product lifecycle.
In this conversation, Anand will share:
- Key KPIs and metrics you should be paying attention to through the development, GTM, growth and product end-of-life phases
- Ways to apply measurement to employ strategies and align stakeholders
- How to utilize metrics to gain buy-in for current and future initiatives
- How to decipher insights between the metrics to ensure you are staying ahead of the curve
![How To Create Effective OKRs For Both Teams and Individuals](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Oct 21, 2022
How To Create Effective OKRs For Both Teams and Individuals
Friday Oct 21, 2022
Friday Oct 21, 2022
![Paul_Young_Header_Oct-01ahn32.jpg](https://mcdn.podbean.com/mf/web/6wwdbc/Paul_Young_Header_Oct-01ahn32.jpg)
- The qualities of a good objective
- Why you might have multiple key results for each objective
- Why you should set a confidence score (on a scale of 1-10) and why every objective should be difficult but not impossible
- The difference between OKR and KPI
- How many OKRs should you have on your team
Foundations | The first step to become truly market-driven
This course emphasizes how to develop an understanding of your market and effectively share that information throughout the organization.
Learn More
![Strategies For Leading and Empowering Effective Product Teams](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Oct 14, 2022
Strategies For Leading and Empowering Effective Product Teams
Friday Oct 14, 2022
Friday Oct 14, 2022
![PL_Header_Anna_Turner-016z2a4.jpg](https://mcdn.podbean.com/mf/web/pfbvn9/PL_Header_Anna_Turner-016z2a4.jpg)
- What to look for when hiring a product manager
- How product teams can leverage data to improve collaboration and decision-making in the organization
- Strategies for nurturing emerging leaders
This course will teach your team how to identify and listen to the entire market and uncover strategic opportunity. They’ll also learn how to implement the Pragmatic Framework.
After completing the course, students are invited to join the robust and active Pragmatic Alumni Community where they will have access free learning opportunities and a library of Pragmatic tools and resources.
Learn More
![How to Customize Your Win/Loss Program to Improve It’s Effectiveness](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Oct 07, 2022
How to Customize Your Win/Loss Program to Improve It’s Effectiveness
Friday Oct 07, 2022
Friday Oct 07, 2022
![Anova_PL_Header-01.jpg](https://mcdn.podbean.com/mf/web/prxpqy/Anova_PL_Header-01.jpg)
- The importance of getting strategic alignment before starting a win/loss program
- When is it appropriate to use open-ended or leading questions
- How to leverage data and then go beyond the data by bringing together cross-functional teams
- Determining how many win/loss interviews are sufficient for gathering insights
Win/Loss: A Tool Used to Identify Your Company’s Distinctive Competencies
Going Beyond Win/Loss Data
This course helps you gain a thorough understanding of your buyers and how they like to buy so, you can build the product marketing strategies that deliver results.
![How Phased Marketing Strategies Maximize Resources](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Sep 30, 2022
How Phased Marketing Strategies Maximize Resources
Friday Sep 30, 2022
Friday Sep 30, 2022
![Arnaud_Berube_Header-016qjs0.jpg](https://mcdn.podbean.com/mf/web/5zuke8/Arnaud_Berube_Header-016qjs0.jpg)
- A framework for connecting business objectives to marketing executions
- Ways to use research to size, position and name your products/features
- A four-phased GTM approach to prove marketing value and reduce risk
- Ways to apply the same methodologies to create a product marketing function to utilize moving forward
You can learn more about go-to-market approaches at Pragmatic Institute by enrolling in the Market course.
Learn More
![The Six Stages of The B2B Innovator Map](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Sep 23, 2022
The Six Stages of The B2B Innovator Map
Friday Sep 23, 2022
Friday Sep 23, 2022
![Daniel_Elizalde_PL_Header_-01.jpg](https://mcdn.podbean.com/mf/web/erfsy8/Daniel_Elizalde_PL_Header_-01.jpg)
- Strategic alignment
- Market discovery
- User discovery
- Solution planning
- prototyping
- Early adopter
This course helps you gain a thorough understanding of your buyers and how they like to buy so, you can build the product marketing strategies that deliver results.
Learn More
Enroll Today
![Distribution Strategy](https://pbcdn1.podbean.com/imglogo/ep-logo/pbblog820757/podcast_series_300x300.jpg)
Friday Sep 16, 2022
Distribution Strategy
Friday Sep 16, 2022
Friday Sep 16, 2022
This episode features Pragmatic instructor Paul Young, who shares examples of distribution strategy and the different models around them.
He discusses:
- Why distribution strategy can be innovative
- Indirect or direct distribution strategy examples
- Integration as a distribution strategy
- Am outside-in approach to distribution strategy
![Distribution Strategy’s Critical Role in Customer Experience](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Sep 09, 2022
Distribution Strategy’s Critical Role in Customer Experience
Friday Sep 09, 2022
Friday Sep 09, 2022
![Rich_Nutinsky_PL_Header_-01bgyow.jpg](https://mcdn.podbean.com/mf/web/iix7ie/Rich_Nutinsky_PL_Header_-01bgyow.jpg)
- Examples when distribution strategy was an innovative disrupter in the market
- Distribution strategy for software companies
- The relationship between customer experience and distribution strategy
![A Thought-Exercise on Identifying Distinctive Competencies](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Sep 02, 2022
A Thought-Exercise on Identifying Distinctive Competencies
Friday Sep 02, 2022
Friday Sep 02, 2022
![Mark_Stiving_September_Header-018spd1.jpg](https://mcdn.podbean.com/mf/web/jxupaz/Mark_Stiving_September_Header-018spd1.jpg)
In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, and Pragmatic instructor Mark Stiving will lead the audience through an exercise to identify and apply distinctive competencies using some of the biggest brands in the world.
Not only will you learn about the power of distinctive competencies, but also how to start thinking about and leveraging them within your own organization.
They also discuss:
- What are distinctive competencies and why do they matter
- Examples of distinctive competencies at big brands (Disney, Amazon, LinkedIn, Zappos and Walmart)
- How to get more differentiation for your products
![How to Optimize Win/Loss Analysis and Increase Your Win Rate](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Aug 26, 2022
How to Optimize Win/Loss Analysis and Increase Your Win Rate
Friday Aug 26, 2022
Friday Aug 26, 2022
Win-loss analysis is a practice every company should be doing but not every company is doing it—at least not as effectively as they can be. Win-loss analysis can help your business in almost every facet—product strategy, marketing messaging, sales enablement, and more.
Andrew Peterson, Co-Founder of Clozd, the leader in win-loss analysis, explains how to optimize your win-loss analysis program.
Andrew has expert advice on the win-loss best practices to increase your win rate, whether it be getting started or leveling up your current program.
In this conversation Andrew will share:
- How to get started with a win-loss analysis program
- Tips to optimize your current program
- How to take the data you receive from your program and use it to implement necessary change
![If You Haven’t Enrolled in Foundations, Here’s Why You Should](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Aug 19, 2022
If You Haven’t Enrolled in Foundations, Here’s Why You Should
Friday Aug 19, 2022
Friday Aug 19, 2022
![August_Dan_Corbin_Header-016119b.jpg](https://mcdn.podbean.com/mf/web/ht6j66/August_Dan_Corbin_Header-016119b.jpg)
- The five key sections in the Foundations course
- What makes the Pragmatic Framework powerful and effective
- The common challenges product professionals encounter
- How can students get the most out of the training when they enroll
![Key Components of a Structured Win/Loss Program](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Aug 12, 2022
Key Components of a Structured Win/Loss Program
Friday Aug 12, 2022
Friday Aug 12, 2022
![DoubleCheck_Header_PL-01.jpg](https://mcdn.podbean.com/mf/web/vkdujc/DoubleCheck_Header_PL-01.jpg)
- What win/loss programs provide to product managers, product marketers and sales teams
- Why a collection of conversations is more meaningful than one story
- How to establish a standardized and focused process for structuring win/loss research
- Why surveys aren’t an adequate replacement for win/loss interviews
- Two approaches to get target groups to engage with a win/loss interview
Foundations
This course is the first step to becoming truly market-driven You’ll learn how to understand the market, how to use market knowledge and how to master the Pragmatic Framework.
Learn More
https://www.pragmaticinstitute.com/course/product/foundations
![Why CNN+ Is a Cautionary Tale for Product Teams](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Aug 05, 2022
Why CNN+ Is a Cautionary Tale for Product Teams
Friday Aug 05, 2022
Friday Aug 05, 2022
![Paul_Young_August_Header-018p0xk.jpg](https://mcdn.podbean.com/mf/web/xscnqw/Paul_Young_August_Header-018p0xk.jpg)
- What early warning signs did CNN+ ignore that might have indicated the product wouldn’t succeed
- The conversion rate you should expect going from a freemium model to a premium model
- Why you need both data and stories to effectively communicate market research
Launch
is a course that helps you create a more strategic approach to exceed your business objectives. Learn to execute successful launches that align your entire organization around the same strategies and goals.
Enroll Today
![How To Use Innovation And Proven Methodologies To Uncover Your Distinctive Competencies](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Jul 29, 2022
Friday Jul 29, 2022
One of the largest struggles within product is articulating your organization’s unique abilities to deliver value to its market. But guess what, it’s also one of the most important! So how do you develop a successful path that combines innovation, proven methodology and sure-fire approaches to hone-in on the attributes and differentiators that set you apart from your competitors?
We got you covered.
Leon Stigter, Senior Technical PM at Amazon Web Services, covers topics on distinctive competencies and when and how innovation can become your biggest ally. In this discussion Leon will share:
- How you can find distinctive competencies and turn them into assets
- Why does “distinctive” matter in distinctive competencies?
- How to use marketing as a top asset when telling your story
- Why data is a key factor in your process
![What Makes a Competency Distinct?](https://pbcdn1.podbean.com/imglogo/image-logo/820757/PL_thumbnail_PRODUCT_66dx8w_300x300.png)
Friday Jul 22, 2022
What Makes a Competency Distinct?
Friday Jul 22, 2022
Friday Jul 22, 2022
![Paul_Young_July_PL_Header_-01.jpg](https://mcdn.podbean.com/mf/web/ey3c7q/Paul_Young_July_PL_Header_-01.jpg)
- Distinctive competency as it relates to core competencies
- Examples of distinctive competencies: innovation, culture, customer intimacy, patent portfolio
- Why you can’t innovate like Apple >> Read More
- The consequence of assuming distinctive competencies without external validation
- Why technology isn’t a good distinctive competency
- How many (or few) distinctive competencies you should have in your organization
- The strategies for shifting distinctive competencies (the slow way and the fast way)
Students learn how to:
- Become market-driven by exploring concepts such as how to uncover strategic opportunities
- Define product team roles and responsibilities
- Prioritize actual vs. desired business goals
- Talk to and observe the market in action.