Customers Don't Know What They Want

Spalding found out that simply getting focus groups together to talk about problems isn't what leads to break-through products. The innovation came from a problem they knew about for a long time and a technology from a completely different industry - turkeys.

The problem they were trying to solve was inflation (for basketballs). The solution idea came on Thanksgiving when Dan Touhey, manager of basketball products, noticed the turkey's pop-up thermometer. Read more...

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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