on the book Tuned In

Tuned Tuned In is what I’ve been looking for. For years I have listened to product managers and marketers lament that their executives just don’t get it. I’ve taken a couple of passes at it with my article “Stop Perfuming the Pig” and my ebook “The Strategic Role of Product Management.” The essence of Phil’s post is the idea that we start with a problem first and find a product second. You know, it’s so crazy it just might work! I work with product managers and marketers every week. And every week they describe product first, problem second. “We have this product, how do we sell it?” Marketing people search for clever positioning to get people to want what they have. Sales people look for gimmicks or tricks to persuade people to want what they do not want. Tuned In shows us an easier way. Start with the problem. Do you know about TV-B-Gone? Let’s start with the problem: you’re in a nice restaurant and there’s a TV set blaring in the bar that no one watching. Or you’re in the airport with CNN blasting and no one’s watching. Wouldn’t it be great to be able to turn off that TV? Then try TV B Gone. This product sends “off” codes for every brand of TV. From their website, here are the directions for using your TV-B-Gone 1. Point it at a TV set 2. Press the button (no need to hold the button down) 3. Keep pointing it at the TV until the TV turns off Find a problem, solve it, tell people. What could be simpler? You know, it’s so crazy it just might work!
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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