Product Chats Podcast

By Pragmatic InstituteBusiness Marketing Management

Product Chats Podcast episodes

April 29, 2022Pricing Case Study: The Housing Market Teaches Why Cost Plus Pricing is a Bad Idea
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.
You’ll be introduced to several pricing tools including
Product Portfolio Worksheet
Isoprofit Tables
Pricing Ownership Matrix
Value Matrix
>> Enroll Today

Pragmatic Learning Network: Accelerate Your Subscription Business | $500
Pricing expert Mark Stiving brings his expertise on subscription models to our Pragmatic Learning Network to help product teams improve their subscription businesses and drive growth.
In this self-paced course, students will learn:
The three revenue buckets and how they drive prioritization
The three levels to pull to create and capture more value
Which growth strategies are best based on the life cycle of a product
The four ways to grow revenue from a single customer
>>Enroll Today
27 min
April 22, 2022Pricing Case Study: Shrinkflation and Why You’re Getting Less but Paying More
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 market value and how to maximize your profit while minimizing discounting. You’ll be introduced to several pricing tools including
Product Portfolio Worksheet
Isoprofit Tables
Pricing Ownership Matrix
Value Matrix
>> Enroll Today

Pragmatic Learning Network: Accelerate Your Subscription Business | $500
Pricing expert Mark Stiving brings his expertise on subscription models to our Pragmatic Learning Network to help product teams improve their subscription businesses and drive growth.
In this self-paced course, students will learn:
The three revenue buckets and how they drive prioritization
The three levels to pull to create and capture more value
Which growth strategies are best based on the life cycle of a product
The four ways to grow revenue from a single customer
>>Enroll Today
32 min
April 15, 2022Pricing Case Study: When Will You Unsubscribe to Netflix?
“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 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 Portfolio Worksheet
Isoprofit Tables
Pricing Ownership Matrix
Value Matrix
>> Enroll Today

Pragmatic Learning Network: Accelerate Your Subscription Business | $500
Pricing expert Mark Stiving brings his expertise on subscription models to our Pragmatic Learning Network to help product teams improve their subscription businesses and drive growth.
In this self-paced course, students will learn:
The three revenue buckets and how they drive prioritization
The three levels to pull to create and capture more value
Which growth strategies are best based on the life cycle of a product
The four ways to grow revenue from a single customer
>>Enroll Today
23 min
April 01, 20227 Innovator Archetypes (With Assessment)
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 designers to create intuitive products the market will embrace. Innovation isn’t just an idea, it’s how that idea comes into existence through design work.
>> Learn More
42 min
March 25, 2022Human-Centered Innovation: Using Design As a Strategic Advantage
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
57 min
March 18, 2022Strategies to Get Buy-in for Your Idea
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 approach to market problems, so you can partner with designers to create intuitive products the market will embrace. Leverage the power of design throughout the product life cycle to ensure market adoption, improve customer ratings and increase competitive advantage.
32 min
March 11, 2022Expert Interview Tactics for Market Research
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 decisions.
Learn More
29 min
March 04, 2022How to Solve Market Problems Like an Agile Boss With Paramount+
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 progress and success
and more!
59 min
February 25, 2022How to be a Successful Product Marketer in 2022
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
28 min
February 11, 2022Innovation Best Practices with Expert Instructor Diane Pierson
Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Diane Pierson, an instructor at Pragmatic Institute, on the organizational mechanics of innovation.What does innovation mean at your company and to your leadership? That definition and focus give you and your team the ability to move in the most effective direction.

During this episode, Rebecca and Diane discuss:
The difference between innovation and invention
Thinking beyond existing personas
Investing in emerging opportunities
Setting realistic expectations around innovation initiatives
Additional Resources
[Podcast] How Forbes Creates Innovative Leadership Tactics and Product Approaches Without a Model Listen Now

[Course] Market 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 how to align across go-to-market teams by effectively sharing and leveraging your buyer knowledge to prioritize the right product marketing strategies. Learn More
35 min

About Product Chats Podcast

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Pragmatic Live’s Product Chat is a podcast focused on tackling the biggest challenges facing today‘s product management, product marketing, and other market and data-driven professionals with some of…