Focus on personas and problems

Here's a success story on personas and their problems. Skullcandy makes headphones designed for snow boarders. Because they involve their personas in the product design, they get products that snow boarders want to buy and they tell their friends. To the tune of $85M in revenues.

Skullcandy video on MSN

Watch the video on MSN.

Lessons: Immerse yourself in your personas and their problems and you'll design a remarkable product. But it's not just about design, it's about careful marketing through the right distribution channels.

Thanks to Alain for sharing this video with me.

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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