We built it but no one came

Technology-driven companies still believe, "If you build it, they will come." Out of the brilliance of the engineers comes good fortune. After all, customers don't know what they want, so why listen to them? But the thing that engineers love most about their technology is precisely what prevents them from making money. Money is in AOL users, and yet high-tech firms want to provide high-speed DSL with static IP addresses for web servers from my home. No, home users don't need all of that. They simply want to get on email instantly. If you understood the market, you would know that. via We built it but no one came.
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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