TRANSFORMING PRODUCT MANAGEMENT

The Pragmatic Approach

© Pragmatic Institute, LLC

PRODUCT DESIGN DATA

For over three decades, Pragmatic Institute has been a trusted

partner in delivering specialized training to companies worldwide.
Our programs are grounded in the core principle that effective
business strategy should be driven by market insights and
data, ensuring that teams operate from a unified and strategic
foundation.

At Pragmatic Institute, we go beyond simply advising on best

practices. We equip you with the tools, templates and actionable
plans necessary to implement these strategies effectively.
Our commitment is to empower you to make an immediate,
meaningful impact on your organization and
its products.

© Pragmatic Institute, LLC 2

 Industry Gold Standard

So what With over 250,000 professionals trained across 50+ countries, Pragmatic Institute has become the industry gold standard for delivering
impactful, results-driven training. We are proud to work with more than 140 Fortune 500 companies, over 40 Fortune 100 companies, and more

makes
than half of the Fortune 50 companies. Our growing global community of strategic professionals is redefining the way businesses operate.

Pragmatic
Hands-On Expertise
Our courses are led by seasoned experts who bring an average of 25 years of rich experience in their respective domains. Each instructor
has served as a VP or C-suite leader at some of the world’s top technology companies, ensuring that our training is not just theoretical but

Institute deeply rooted in real-world application. Every instructor has successfully applied the Pragmatic FrameworkTM in their careers, delivering
insights that are both practical and transformative.

different? An Ecosystem of Support

At Pragmatic Institute, our commitment to your success extends beyond the classroom. From day one, your team joins our continuous
learning community, where they gain access to proven methodologies, adaptable resources and ongoing support from industry experts.
Our robust alumni network ensures your team can immediately apply what they’ve learned, driving lasting impact on your products. When
you partner with us, your team is equipped for success long after the training ends.

Proven Track Record of Success

Over 90 percent of our participants rate our training as essential or very useful to their careers, leaving with renewed enthusiasm and
confidence in their roles. More importantly, companies that partner with Pragmatic Institute consistently see measurable improvements
in innovation, revenue growth and customer satisfaction. This high level of strategic impact has made us a trusted partner for leading
organizations worldwide, driving success at both the individual and corporate levels.

A Trusted Leader
Recognized globally for our thought leadership, Pragmatic Institute is a name synonymous with excellence. Our insights are regularly
featured at industry events, and our contributions to the field have been acknowledged by publications like Inc. Magazine, where we’ve
been honored multiple times as one of the fastest-growing private companies.

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Product Instructors
Dan Corbin Terry Sadowski Todd Middlebrook
With over 25 years of global product management experience, With over 35 years of leadership in product management, marketing With over 25 years of experience in product management and
including roles as VP and Sr. Director, Dan has a proven track record and sales, Terry has successfully launched dozens of products, led marketing, Todd has deep expertise in managing software
of leading teams, mentoring professionals and delivering strategic business transformations and guided post-acquisition integrations, and technology products, gained from roles at companies
solutions across diverse industries. with experience at companies like Quaker Oats, Dell and Cisco. like IBM and Microsoft, and has a proven track record in both
established and early-stage companies.

Cindy Cruzado Will Scott Diane Pierson

With over 25 years of executive product experience, Cindy has led With over 30 years of experience in product management and With over 20 years of experience, Diane has led successful
B2B, B2C and agile teams, specializing in implementing product marketing, Will leverages his expertise in data-driven leadership and product initiatives and marketing campaigns across various
best practices across diverse industries including financial services, business development across hardware, software, services, and SaaS, industries, drawing from her roles at companies like
education and climate technologies. having held key roles at Navisite, Cisco, and Hypori, with a focus on LexisNexis and Copyright Clearance Center, as well as her
the intersections of AI and product management. work as the Founder of Innovate on Purpose.

Steve Gaylor Clarke Smith

With over 25 years of leadership in product marketing and With over 20 years of experience in product management and Mark Stiving
management, Steve has driven revenue growth and enhanced product product marketing, Clarke has experience developing and launching With over 25 years of experience in product marketing, pricing
value for B2B software, applying Pragmatic principles to improve B2B and B2C technology solutions that combine software and and buyer behavior, Mark has worked with companies across
products and guide professionals in delivering greater value. technology-enabled service. Prior to joining Pragmatic, Clarke held various sizes and industries, bringing deep expertise from his
leadership roles at companies like Advance Auto Parts, Hallmark and roles as a professor, CEO and pricing director, with a Ph.D. in
Brandmuscle. Marketing from UC Berkeley.

Amy Graham Paul Young

With over 15 years of experience in product management and With over 20 years of experience in hardware, software and services
operations, Amy has successfully led B2B and B2C technology product management and marketing, Paul Young has launched and
product teams through development and launch, combining her managed numerous B2B and B2C products, with leadership roles
hands-on expertise with strong mentorship and people management at companies like Cisco, NetStreams and Dell, bringing exceptional
skills. product expertise to his work.

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 Product Management Certification
Build the skills you need to succeed as a FOUNDATIONS FOCUS BUILD
product manager with a Product Management Product Management Product Planning Product Development
Certification that’s recognized industry wide. Framework and and Strategy Strategy and Stakeholder
Essentials Version Management
Certification Paths

Product Marketing Certification

Fast-track your career growth with a product FOUNDATIONS MARKET LAUNCH
marketing certification from Pragmatic, the Product Management Product Marketing Product Launch and Sales
nation’s leading training for product marketers. Framework and Strategy Enablement Strategy
Essentials Version

AI Product Expert Certification

Stay ahead in an ever-evolving world with AI TRAINING FOR ADVANCED AI TECHNIQUES
AI training tailored specifically for product PRODUCT PROFESSIONALS FOR PRODUCT MARKETING
A Comprehensive Workshop on Leveraging Generative AI for
professionals looking to up their game.
ChatGPT and Prompt Engineering Enhanced Product Marketing

Product Operations Certification

Round out your product skills by gaining a full FOUNDATIONS INSIGHT PRODUCT OPERATIONS
understanding of operational needs to bring your Product Management Data-Driven WORKSHOP
products to life. Framework and Product The Foundation for Efficiency
Essentials Version Management and Scaling

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 Achieve Elite Product Mastery with the Most
Sought-After Product Certification in the Industry
Master Certification

As a Certified Pragmatic Product Master, you’ll have all the training and skills of a product manager and product marketer PLUS the ability to
harness the power of data to give you a sharp competitive edge. Successfully complete these courses to earn the highest distinction in product:

Product Master Certification FOUNDATIONS FOCUS DESIGN BUILD

Product Management Product Human-Centered Product Development
Elevate your skills with the most Framework and Planning Design and Product Strategy and Stakeholder
comprehensive product management Essentials Version and Strategy Ideation Version Management
certification available from
Pragmatic Institute.
pragmaticinstitute.com/certifications
INSIGHT MARKET LAUNCH PRICE
Data-Driven Product Product Launch Product
Product Marketing and Sales Pricing
Management Strategy Enablement Strategy Strategy

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 Courses Enhance your expertise with proven strategies and methodologies designed to empower, equipping
you with the critical skills needed to drive significant impact and achieve lasting success.

FOUNDATIONS BUSINESS STRATEGY

MARKET
Product Management Framework AND DESIGN
Product Marketing Strategy
and Essentials Version Increase the Impact of Design
1 Full or 2 Half Days
1 Full or 2 Half Days on Business Strategy
In-Person | vILT
In-Person | vILT | On-Demand 1 Full or 2 Half Days
Miro Course Materials | vILT

FOCUS PRICE
Product Courses

INFLUENCE THROUGH

Design Courses
Product Planning and Strategy Product Pricing Strategy
1 Full or 2 Half Days 1 Full or 2 Half Days STORYTELLING
In-Person | vILT In-Person | vILT Harness the Power of Design Storytelling
to Grow Your Influence
1 Full or 2 Half Days
Miro Course Materials | vILT
BUILD LAUNCH
Product Development Strategy Product Launch and Sales
and Stakeholder Management Enablement Strategy
1 Full or 2 Half Days 1 Full or 2 Half Days
In-Person | vILT In-Person | vILT

DESIGN
INSIGHT
Human-Centered Design and
Data-Driven Product Management
Product Ideation Version
1 Full or 2 Half Days
1 Full or 2 Half Days
In-Person | vILT
In-Person | vILT

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 Workshops Dive deep into specific skills with immersive workshops that
offer hands-on experience and real-world applications.

PRODUCT POSITIONING POWER SKILLS FOR ACTION PLANNING

Private Group Trainings

Turn Market Challenges into Competitive Advantages PRODUCT PROFESSIONALS Align the Product Team and Jump Start
1 Full or 2 Half Days | In-Person | vILT Product leadership Skills to Develop Your Products, Your Transformations
Team, and Career 1 Full Day | In-Person | vILT
On-Demand
MARKET-DRIVEN DISCOVERY
PRICING
Scalable Market Research Training for Product Teams
1 Full or 2 Half Days | In-Person | vILT DEMYSTIFYING FINANCE FOR Make Sure the Price is Always Right
PRODUCT PROFESSIONALS 1 Full or 2 Half Days | In-Person | vILT
Essential Finance Skills for Every Product Professional
Product Workshops

Partner Workshops
STRATEGIC TRANSFORMATION On-Demand
AND IMPLEMENTATION EXECUTIVE BRIEFING
Implementing a Successful Market-Driven Organization Leading Market-Driven Organizations
ACCELERATE YOUR SUBSCRIPTION 1 Full or 2 Half Days | In-Person | vILT
1 Full or 2 Half Days | In-Person | vILT
BUSINESS
Proven Methods to Boost Engagement, Retention
ADVANCED AI TECHNIQUES and Revenue
FOR PRODUCT MARKETING On-Demand
Leveraging Generative AI for Enhanced Product Marketing MASTERING THE PRODUCT ROADMAP
1 Full or 2 Half Days | In-Person | vILT Cutting-edge Product Roadmapping Techniques
On-Demand
COACHING SERVICES

Coaching Hours
AI TRAINING FOR PRODUCT
PROFESSIONALS Get tailored coaching to sharpen your strategies and tackle
MASTERING B2B PRODUCT INNOVATION specific challenges, empowering you to achieve your goals with
A Comprehensive Workshop on ChatGPT and Navigate the Path from Idea to Your First Ten Customers
Prompt Engineering personalized guidance.
On-Demand
1 Full or 2 Half Days | In-Person | vILT
• Empowering • Insightful
• Experts • Supportive
PRODUCT OPERATIONS • Goal-Oriented • Transformative
The Foundation for Efficiency and Scaling
1 Half Day | In-Person | vILT

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Implementation Education is about what you learn and what you do with it. Turn course insights into
actionable results with the support of our Community, where collective wisdom and
structured guidance help you achieve tangible outcomes.
PAC: Online Learning Community

pac.pragmaticinstitute.com

Course Tools Action Guides Peer Examples Professional

AI
Included with all courses and workshops & Tutorials & & Cohorts
Compass
Templates Refreshers Deliverables & Advice

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 Elevate your career with our dynamic learning paths, crafted to enhance your expertise and

Learning
tackle the most pressing challenges in product management. Dive into specialized pathways
that empower you with advanced skills in data-driven decision-making, influential leadership,
strategic planning and financial literacy. These paths, while not tied to formal certification,
offer something even more valuable: cutting-edge, practical training and insights that set
Pathways you apart in your field, equipping you to drive tangible results and take your career to
new heights.

The Data-Driven Decision Making

Master the art of making informed, data-driven

Problem DATA ACCESS,

ANALYSIS AND
decisions with our targeted learning path. Become
an expert in harnessing data to not only shape INSIGHT MARKET-DRIVEN
DISCOVERY
I’m facing PRESENTATION product development but also to fuel innovation Leverage your data to shape product
and drive powerful insights that will propel your development, expand product’s Scalable Market Research
DEFICIENCIES influence and drive action within
organization forward. Take this path to unlock the Training for Product Teams

is... ability to lead with confidence and make strategic

decisions that truly make a difference.
your organization​

Influential Leadership
and Change Management
CHALLENGES
Develop the powerful leadership and communication
IN SECURING POWER SKILLS FOR STRATEGIC
skills essential for guiding teams and driving
INTERNAL PRODUCT PROFESSIONALS TRANSFORMATION
meaningful change. This path sharpens your
BUY-IN AND ability to influence others and lead strategic Boost your product management AND IMPLEMENTATION
APPROVAL transformations, empowering you to steer your expertise with our Power Skills course, Implementing a Successful
focusing on strategic communication, Market-Driven Organization
organization toward success through effective
leadership and problem-solving
stakeholder engagement and decisive leadership.

© Pragmatic Institute, LLC 10

 Strategic Innovation
and Long-Term Planning
PERSISTENT Equip yourself with the cutting-edge tools and FOCUS MASTERING THE MASTERING B2B
FIREFIGHTING strategies essential for innovative and strategic Establish a product strategy PRODUCT ROADMAP PRODUCT
BY TEAMS planning. This path empowers you to craft impactful that drives innovation and Step into the world of advanced INNOVATION
product roadmaps, plan for sustainable long-term growth with comprehensive product roadmapping, where Navigate the path from idea
growth and spearhead innovations that drive your product planning strategic vision meets practical to your first ten customers
organization forward. execution

The LACK OF
Financial Mastery for
Product Managers

Problem
CONFIDENCE
Gain the essential financial acumen needed to PRICE DEMYSTIFYING ACCELERATE YOUR
IN FINANCIAL excel in product management. This path offers Accelerate growth with FINANCE FOR SUBSCRIPTION

I’m facing
DISCUSSIONS comprehensive training in pricing strategies, comprehensive pricing PRODUCT BUSINESS
AND PRICING financial literacy and subscription business models, models designed to satisfy PROFESSIONALS Proven Methods to Boost

is...
MODELS empowering you to make informed financial buyers and maximize Essential Finance Skills for Engagement, Retention
decisions that fuel product success and drive profitability Every Product Professional and Revenue
sustainable growth.

Market Messaging
LIMITED and Buyer Engagement
KNOWLEDGE
OF THE BUYER Master the art of crafting compelling market MARKET MARKET-DRIVEN PRODUCT
messaging and engaging effectively with your Translate your buyer’s DISCOVERY POSITIONING
JOURNEY,
buyers. This path offers in-depth training in product perspective into a Scalable Market Research Turn Market Challenges into
PRIORITIES marketing strategy, market research and product comprehensive product Training for Product Teams Competitive Advantages
AND NEEDS positioning, equipping you to translate buyer insights marketing and sales
into powerful market strategies that drive success. enablement strategy

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 A turning point in the evolution (sometimes years) into developing

Where It
of product management came shiny, feature-packed products they
in the 1980s when Craig Stull, a assumed would fly off the shelves.
Spoiler alert: they didn’t. Take, for
tech visionary with a sharp eye
example, one company that funneled a
for spotting industry blind spots,

All Began
small fortune into building the ultimate
embarked on a journey that would project management tool, crammed
quietly (at first) reshape the with every bell and whistle imaginable.
way companies build products. They were convinced it would be a
Back then, the concept of “product game-changer. But
management” was as well-defined as a when it launched,
foggy windshield, despite similar roles reality hit hard—
existing across industries. While deep in the product was so
the trenches of software development, complicated that
Craig had an a-ha moment: companies users practically
were crafting products based more needed an
on hunches than on what customers engineering degree
Craig Stull, founder of Pragmatic
actually needed. Shocking, right? This Marketing (now Pragmatic Institute) to use it. Sales?
realization didn’t just shape his career— Flat. Customer
it would soon revolutionize the entire adoption? Non-existent. Turns out,
technology sector. they’d skipped a key step—talking to
actual humans to figure out what they
At the time—and let’s be honest, even needed. Whoops.
now—companies loved to pour months

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 Craig saw this kind of thing happening over and over,
like a bad sequel no one asked for. So, he took matters
into his own hands, starting informal training sessions
with colleagues, teaching them a revolutionary concept:
ask your customers what they want. His market-driven
approach emphasized solving real problems instead of
guessing, and soon enough, others in the industry began to
see the light.

What started as Craig’s practical, no-nonsense strategy for

improving product development quickly picked up steam in
the tech world. The idea of putting the market—rather than
company egos—at the center of the product process really
resonated. Before long, this market-driven method formed
the basis of what we now call the Pragmatic Framework.

As word spread, Craig’s occasional training sessions

morphed into a full-blown curriculum, and by 1993,
Pragmatic Marketing was officially born (now known as
Pragmatic Institute). The goal? Simple: give professionals
The Pragmatic Framework the tools to create products people actually wanted to buy.

Over the years, the Pragmatic Framework became a must-

have tool for product managers and marketers across the

© Pragmatic Institute, LLC 13

 tech world. It helped companies move past the guesswork
and make informed decisions based on—you guessed it—
customer problems. Designed to be practical and flexible,
the Pragmatic Framework became the blueprint for
companies trying to better align their products with the
market (and save themselves from some epic faceplants).

In 2016, after decades of steering the ship, Craig sold

Pragmatic Marketing and retired, leaving behind a legacy
that continues to steer product management worldwide.
Pragmatic Institute now carries the torch, constantly
refining the Framework to keep up with the industry’s
evolving needs, all while sticking to the original vision:
Don’t build products on assumptions.

The story of Pragmatic is proof that listening to your

customers isn’t just good business—it’s what makes
the difference between a blockbuster product and
one gathering dust on the shelf. This market-driven
approach didn’t just solve a common problem; it sparked
A product team gathering to begin a Gap Analysis discussion sparked by using the Pragmatic Framework. a movement that changed how entire industries think
about product development. Today, that philosophy
continues to guide professionals in creating solutions
that actually meet customer needs. Imagine that!

© Pragmatic Institute, LLC 14

 Ready to elevate your career
and empower your team?
We offer practical, actionable training, tailored to your team that delivers results.
Our sales team is here to guide you or your organization to the perfect learning
path. Whether you’re looking to enhance individual skills or drive company-wide
success, we offer practical, actionable training that delivers results.

Let’s Discuss
Your Future!
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