Pragmaticlive

“We try to be pristine in our application of the definitions, and what it is we’re actually trying to accomplish can sometimes get lost in the shuffle” - Kirsten Butzow   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Kirsten Butzow, Senior VP, customer operations at Houghton Mifflin Harcourt   They discuss: Sprints and how the market cares about usefulness and impact—not methodology Who is driving the release planning discussions How to collaborate for a launch Why requirements should start with data and market research The helpful role of a retrospective Additional Resources 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. Enroll Today  

“It's been a really interesting time to see such a high degree of camaraderie and cheerleading in the community because everyone is working on leveling something up; they want to grow their team; they wanna grow their influence; they wanna grow their own skill level.” — Georgina Donahue, Director of Community at Pragmatic Institute   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Georgina Donahue, the director of community at Pragmatic Institute, about the growth of the Pragmatic Alumni Community.   They Discuss How the community helps connect alumni with jobs, candidates and innovative hiring strategies The types of engaging conversations happening in the community around building cross-functional teams and collaborating with other departments Masterclass opportunities exclusive to community members Enroll in Foundations and get a lifetime free membership to the Pragmatic Alumni Community   Students learn how to Become market-driven by exploring con

This episode was recorded during our recent Product Chat Webinar.   Hear how should you approach your content endeavors, and where should you look to understand the best areas to focus your efforts and resources from Editorial and Metadata Leader at Netflix, Anjana Gopakumar.

“We look at what conversations have happened, what conversations are happening and then, we validate the article with keyword research and join the conversation with new ideas versus finding keywords and then trying to push a conversation no one is interested in having.”   Content planning is just as much about listening as it is about producing. It’s about joining existing conversations with new ideas, not just publishing interesting thoughts. So, in this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic content marketer Kristy Sturgill about Pragmatic’s system for content planning.   They discuss: How to find context, study competitors and review search engine results The metrics for measuring content How to be a steward of content by taking care of the work that already exists Additional Resources   Market. 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

“When your message is generic, instead of being for everyone, it turns into a piece of content for no one. So for me, specificity is always been really a key trait. To building that hero and then, also for me, is being real and genuine and authentic as I possibly can be."   There was a time when content marketing was new and fresh and the competition was sparse. That day has come and gone, so how do we compete and engage with a strategy that everyone employs at some level? In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Brett McGrath from The Juice on all things content marketing and content distribution.   They discuss: How to think beyond the inbound methodology Why distribution is the path to having a proactive marketing strategy The ways that content can build valuable relationships Vulnerability as a superpower and experimentation as a strength Additional Resources Market. This course helps you gain a thorough understanding of your buyers and ho

“With video, whether you're using it for marketing or sales or just even information sharing, it's a human thing. You're building a human connection with someone. And what that serves to do is show your authenticity” - Ellen Grogan   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Ellen Grogan, director of product marketing at Brightcove and founding member of the Pragmatic Alumni Community.   Ellen’s background is in broadcast journalism before she moved to a product marketing career. She shares her experience with video and the growing role it plays in content marketing.   They discuss: Why video is so powerful for building empathy and showing authenticity The challenges companies face when they start incorporating a video strategy Strategies for measuring success How to repurpose long-form videos in shorter formats Additional Resources Market. This course helps you gain a thorough understanding of your buyers and how they like to buy so you can bui

This episode was recorded during our recent Product Chat Webinar.   Join Mamuna Oladipo, MBA, VP of Product at Shopify for her discussion on understanding use cases, creating killer UX approaches and developing innovative strategies that span globally. You will hear insights on things like... Where to generate innovative and bold UX ideas How to delve into your users to understand patterns How to measure user efforts and KPI’s to pay attention to Ways to optimize UX experiences that increase both adoption and retention

Yes, Agile is typically associated with product and engineering teams, but the principles can be powerful when applied to the job search. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic’s newest instructor Dan Corbin about his unique approach to finding jobs in products.   They discuss: The different stages of the job search Why an iterative approach can reduce feelings of failure How having a partner in the job search can help improve the experience Additional Resources Foundations on Demand In this course, you’ll learn to master the Pragmatic Framework and the activities needed to bring a successful product to market. You’ll take *the first step to becoming truly market-driven.* This 7-hour course is self-paced and you’ll have one year to complete the curriculum. After passing the final exam, you’ll receive your first Pragmatic Institute certification and be invited to join the robust Alumni community. Register Today Learn More About Found

“The hardest part is looking at ourselves or looking at the way we're doing things and knowing whether or not it is the most effective way things could be done and remaining open to an alternative.” - David Bard   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews David Bard, product management and user experience leader. In his business, David focuses on coaching product teams from conception through execution and market launch to ensure success.   Rebecca and David explore the role and impact of curiosity on product teams. They also discuss: Recent research on curiosity How you can encourage curiosity at your organization and on your teams Strategies to stimulate and exercise curiosity How humility can overcome the Einstellung Effect Additional Resources Foundations on Demand In this course, you’ll learn to master the Pragmatic Framework and the activities needed to bring a successful product to market. You’ll take the first step to becoming truly mar

This is part four of a four-part series with pricing expert and Pragmatic instructor Mark Stiving. Each new episode will feature a case study on current pricing trends.   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, and Mark discuss the immersive Star Wars experience that comes at a premium price.   “This story is all about price segmentation. Disney doesn’t need to sell to everyone who comes to the park—just a few people.” - Mark Stiving   They discuss: The reason why people buy the $6,000 hotel room at Disney: Star Wars: Galactic Starcruiser Why Mark thinks the hotel Room is underpriced How comparison helps the buyer justify pricing structures Want to Learn More About Pricing Strategies? Pragmatic Course: Pricing | $1,195 Learn more about pricing segmentation in the Price course. You’ll also learn how to determine market value and how to maximize your profit while minimizing discounting. You’ll be introduced to several pricing tools including: Product Port

This is part three of a four-part series with pricing expert and Pragmatic instructor Mark Stiving. Each new episode will feature a case study on current pricing trends.   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, and Mark discuss the trends in the housing market.   “The number one takeaway from this and to take away from every pricing situation is that we always put ourselves in the minds of our customers and try to figure out how are they making decisions.”   They discuss: The elements driving buyer behavior in the housing market. The reasons why Zillow stopped flipping houses. Answer: Labor shortage and “the winner's curse.” How we can apply lessons learned in the housing market to B2B and SAAS companies. Want to Learn More About Pricing Strategies?   Pragmatic Course: Pricing | $1,195 Learn more about pricing segmentation in the Price course. You’ll also learn how to determine market value and how to maximize your profit while minimizing discounting. Y

This is part two of a four-part series with pricing expert and Pragmatic instructor Mark Stiving. Each new episode will feature a case study on current pricing trends.   Should Dollar Tree increase its product prices to $1.25 or reduce its costs by offering less at the same price? Well, they increased their price for the first time in 35 years, but was it the right choice?   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, and Mark discuss the concept of shrinkflation. Specifically, how to know when it's the right time to increase prices or decrease costs.   They discuss: Why we might notice changes in volume, features and quality more than price changes. How do we make changes that increase profits but don’t upset buyers or users? Why now might be the best time to experiment with pricing. Want to Learn More About Pricing Strategies? Pragmatic Course: Pricing | $1,195 Learn more about pricing segmentation in the Price course. You’ll also learn how to determine ma

“It wouldn’t surprise me if these latest price increases won’t work out as well as previous ones,” - Mark Stiving   This is part one of a four-part series with pricing expert and Pragmatic instructor Mark Stiving. Each new episode will feature a case study on current pricing trends.   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Mark about the streaming wars and more importantly, subscription-model pricing.   Netflix increased its pricing at the start of 2022 by $1 - $2 per month depending on the selected plan. Additionally, they are testing how to charge more for “sharing” accounts with friends and family who live in different places.   They discuss: How do we get different customers with different willingness to pay to still buy our product? The risk of offering ad-supported cheaper versions Why “good, better, best” options work so well in subscription services Want to Learn More About Pricing Strategies? Pragmatic Course: Pricing | $1,195 Learn

Let’s re-think innovation. Starting with the question, who can be an innovator? Answer: everybody. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Carla Johnson, a global keynote speaker, a best-selling author, and a recognized marketing and innovation strategist.   They discuss: Why innovation is everybody’s job The 7 different innovation archetypes How an innovative Valentine's Day commercial sold routers in a new way > Watch It Additional Resources Take the Innovation Archetype Assessment *Re:Think Innovation by Carla Johnson*   Focus This course shows you how to find opportunities in your market’s problems, score them objectively and identify where your company’s strengths intersect with market values. Successful innovation happens when you know how to strategically direct your efforts and resources on the best ideas. >> Learn More   Design This course teaches you how to take a human-centered approach to market problems, so you can partner with

This episode was recorded during our recent Product Chat Webinar. "Human-centered innovation" is the latest industry buzzword, and knowing how to leverage this approach is essential for driving success across products, services and business models. In this Product Chat, you'll learn... How human-centered innovation can help shape key business plans   Tactics for employing human-centered innovation within your organization   Case studies of successful applications that created stellar impact for products and offerings

When you have a creative idea, you’re going to face objections. The best approach is to build the systems that’ll support the innovation even before you ask for additional resources from leadership. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Kirk Westwood author of The Very Best Bad idea.   They discuss: Why a company must be agile for innovation to succeed The reaction to expect from others when you’re on the verge of innovation How to ask strategic questions to get buy-in for your idea Additional Resources At Pragmatic Institute, we offer two courses that’ll explore innovation in-depth. Focus This course shows you how to find opportunities in your market’s problems, score them objectively and identify where your company’s strengths intersect with market values. Then, you’ll learn how to use that knowledge and market data to successfully and credibly sell your strategies internally. Design This course teaches you how to take a human-centered

While you might be comfortable with the concept: NIHITO (nothing important happens in the office), getting the most out of market visits is challenging. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Joy McCaffrey, product manager at LeaseQuery about her systematic approach to market research. They discuss:   How to leverage an interview questions library Capturing quantitative data and qualitative data by utilizing both open-ended and close-ended questions How to schedule time with customers, non-customers, users and executives Effective ways to present insights to leadership Additional Resources There is a new course update to 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 And, the newest course, Insight, provides you with a grounded and actionable approach to incorporating data into product practices and dec

This episode was recorded during our recent Product Chat Webinar.   When tackling market problems we all know the importance of identification and validation so we can move strategically and confidently towards building the kinds of products and features customers want to buy. Now more than ever, Agile has paved a new wave of product efficiency by enhancing collaboration using an incremental approach to providing solutions.   But how do you navigate the agile process for a product or feature when you’ve identified a market problem? What types of principles should you be adhering to and what are the biggest benchmarks to measure progress and success?   Join Lisa Boivin, Product Manager at Paramount+ for her discussion on how to use Agile to tackle market problems and help create features and products that over-deliver time after time.In this Product Chat, you’ll learn: How to use agile thinking to identify market problems Ways to solve market problems utilizing an agile workflow Key indicators for tracking p

Product marketing has evolved from a task management role to a strategic role in an organization. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic instructor Steve Gaylor about what it means to be a product marketer in 2022. They discuss: The responsibility of moving into a strategic role. The relationship between execution and strategy. The power behind knowing which activities and tasks to stop, not just what to start. How to think about buyers journey differently for renewals versus new customers. Additional Resources 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

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