Let's make people want it

Design News reports: "Vindication arrived for Stephen Gass on the afternoon of June 28, 2006, when someone finally agreed with him. It had been nearly seven years since Gass invented his skin-sensing table saw, and in that time he'd begun to wonder if anyone would truly see the wisdom behind his device. Acting on a petition from Gass, engineers at the U.S. Consumer Product Safety Commission recommended that the government begin a "rulemaking process" that could result in mandatory safety standards for table saws. Days later, the agency's commissioners shocked the power tool industry by concurring with the recommendation. They saw the wisdom in his petition. Suddenly, the ultimate outsider joined the game, and now he was holding a strong hand.

My friend Jake writes, "In other words, This guy has technology that's pretty cool but no manufacturer wants, so he decides to have the courts tell them to want it."

This reminds me of the Treasury Departments on-going attempt to introduce a $1 coin; they're solving a problem we don't have with a product that we don't like. Is government mandate a marketing strategy of last resort?

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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