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Focus
Strategic Product Planning

Develop your product strategy roadmap

  • Learn how to find opportunities in your market’s problems, score them objectively and identify where your company’s strengths intersect with market values.
  • Build credibility by showing that a sizable market values the product, that it fits with corporate strategy and that there is money to be made.
  • Successfully and credibly sell your strategies internally.
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Pragmatic Institute Product Focus Course
$1,295.00 Online | On-Demand  +Taxes
$1,495.00 In-Person  +Taxes

As low as $107.92/month with Affirm logo.
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In Person Course

  • 7 hour instruction
  • PMC certification
  • Tools, templates, examples
  • Peer community
  • Weekly instructor office hours
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Corporate Training

  • 7 hour course
  • 1-2 sessions
  • PMC certification
  • Training for whole team
  • In-person or virtual
  • Peer community
  • Weekly instructor office hours
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Live Online

  • 7 hour course
  • Morning or afternoon
  • PMC certification
  • No travel
  • 1-2 sessions
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What you’ll learn in Focus

Identify the Right Product Strategies

  • Find opportunities with the biggest impact, urgency and potential
  • Measure the opportunity’s alignment with corporate strategy
  • Assess where your product fits in the competitive landscape

Gain Consensus for Product Plans

  • Document market research, sizing and validation
  • Demonstrate pricing strategy and profitability that makes sense for your organization
  • Build business plans that align corporate goals with market needs

Share the Product Vision

  • Create appropriate roadmaps for various audiences
  • Work across departments to deliver remarkable releases
  • Execute toward a long-term strategic vision

Common Roles:

  • Product Marketing
  • Product Management
  • Product Consulting
  • Executive Leadership
  • Product Owners
  • Product Strategy
  • Market Research

Tools and templates you’ll learn in this course:

  • Pragmatic Framework
  • Product Canvas
  • Action Plan
  • Strategy Matrix
  • Distinctive Competencies Worksheet
  • Product Canvas Presentation Template
  • Competitive Landscape Worksheet
  • Competitive Information Template
  • Competitive Analysis Worksheet
  • Competitive Write-Up Template
  • Market Discovery Document
  • Insight Report
  • Opportunity Scoring Spreadsheet
  • Buy, Build or Partner Decision Tree
  • Buy/Build/Partner Worksheet
  • Key Performance Indicators Worksheet
  • Release Plan Template
  • Release Plan Timeline Template

Who should be a Certified Genius?

Pragmatic Institute’s certifications are sought-after the world over, and are the best way to tell everyone about your product expertise. Prove that you’re a product genius with Pragmatic certifications. 

Product Manager Certification Badge

Pragmatic Product Manager

How to get certified: Complete the prerequisite course Foundations, Focus, and Build courses.

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Product Marketer Certification Badge

Pragmatic Product Marketer

How to get certified: Complete the prerequisite course Foundations, Market, and Launch courses.

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Product Master Certification Badge

Pragmatic Product Master

How to get certified: Complete the prerequisite course Foundations, Focus, Design, Build, Market, Launch, Price, and Insight courses.

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Which Course Is Right For You?

Pragmatic Institute has the courses and learning tracks you need, to master the skills you care about most. 

Find the course that is perfect for you.

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Product Course Guide
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On the Framework for Focus

Pragmatic Framework Icon

The Pragmatic Framework has helped thousands of organizations around the world streamline their processes so they can build and market better products.

Explore the key framework activities that we examine in Focus:

Pricing
Innovation
Product Profitability
Buy, Build or Partner
Business Plan
Product Roadmap
See our full framework
Cindy Cruzado has more than 25 years of product and go-to-market experience in the high-tech software industry. She has worked with multiple industries, including higher education, meteorology, finance and CRM.
Cindy Cruzado
Cindy Cruzado
Steve Gaylor has been developing product management and marketing teams and growing organizations for more than 25 years. He has demonstrated success in strategic-leadership roles, providing solutions to a broad variety of industries, including electronics, consumer products, IT and financial services. He has held executive-level positions in companies including Texas Instruments, Harbinger, Peregrine Systems, Inovis and PrimeRevenue
Steve Gaylor
Steve Gaylor
Amy Graham has more than a decade of experience in product management, development and operations. Amy has launched and managed a variety of products, including multi-million dollar software projects and mobile apps. Prior to joining Pragmatic Institute, Amy was vice president, client services and product development at TalenTrust. She previously served as director of technology solutions at Bright Horizons Family Solutions and on the leadership team at Work Options Group.
Amy Graham
Amy Graham
Clarke Smith has more than 20 years of experience in the product marketing space, having worked for such well known companies as Hallmark and Advanced Auto Parts. He also helped leverage a groundbreaking service model that utilized domestic and offshore resources to plan, execute and track cost-effective local marketing programs for clients including DirecTV, Allstate, Spring, Ameriprise and US Cellular.
Clarke Smith
Clarke Smith
Paul has more than a decade of experience in hardware, software and services product management and marketing. During his career, Paul has launched and managed dozens of products, started his own business and successfully implemented the Pragmatic Framework at several companies. His focus on building market-driven teams gives him a unique ability to relate to product management teams and executives that are transforming their business.
Paul Young
Paul Young
Terry Sadowski has nearly 40 years of product experience with organizations including Quaker Oats, The Dial Corporate, AT&T, Dell, Cisco, Assurant, Wolters Kluwer, startups and more. “I’ve been an advocate of the Pragmatic approach for two decades and have implemented it multiple times. This hands-on know-how has provided me with a bounty of insights and best-practices that I share with my students as together we can learn from my experiences.”
Terry Sadowski
Terry Sadowski
Dan is a proven product management leader, passionate about helping companies improve their product strategy and operations. He has extensive experience as a product management instructor, mentor and coach. Over his multi-decade career, Dan has led a wide variety of product teams across various industries. “I absolutely love teaching product management best practices and there is no better platform for doing this than the Pragmatic Framework. Being a Pragmatic instructor allows me to channel my passion for helping teams build great products.”
Dan Corbin
Dan Corbin
Will is a seasoned executive with over 25 years of international experience leading product marketing and management teams across hardware, software, services, and SaaS B2B companies. Originally an engineer by training, Will held senior positions with Cisco, Navisite and Capgemini, along with a range of full-time and fractional CMO positions through his own B2B product management and marketing consulting business. In addition, Will was also previously a partner at the premier product marketing agency, Aventi Group, and an instructor at the Kellogg School of Management in their executive digital marketing and product strategy programs.
Will Scott
Will Scott
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Instructors for Focus

All of the instructors that teach Focus have decades of hands-on, industry-relevant experience. They’ve worked as product executives at startups and Fortune 500 companies. And they have all used the Pragmatic Framework to build and market products people really want to buy. 

Learn from experts who have been in your shoes armed with battle-tested tools and strategies designed to turn product managers into product masters.

TRUSTED ALL OVER THE WORLD

What our students are saying

“[The instructor was] just amazing. In a few days, they helped me to review the way I am doing Product Management and I have already started applying what we learned. I wish I had this course two years ago!”
Amenallah Rproduct management
“I will definitely recommend this [course] to colleagues. I have learned so much valuable information and can't wait to incorporate these concepts and templates into my day-to-day work!”
Ronique Tproduct management
“The content is highly relevant to my role, I can leverage several tools immediately to help drive conversations about getting focused at my organization.”
Wendy Wproduct management
“Thanks - really helpful course. As a newcomer to Product Management I'm so glad my organization decided to send me to Pragmatic early on in my tenure. It's giving me a solid foundation from which to learn my role.”
Tommy Dproduct management
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Ready to Start?

However you take Focus, you’ll get the same practical and actionable training from industry experts with decades of experience.
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