Plan the right products, build the right features, and reach the right customers.

No confusion. No chaos.



Steve Johnson is a product success coach focused on removing the chaos from product planning.

Minimal process and simple templates result in a nimble product team. Guide your product teams from idea to market in only a few weeks.

Steve is a former instructor and vice president at Pragmatic Marketing and the co-creator of the popular Quartz Open framework.


Turn Ideas Into Products.

The playbook to lead you step-by-step from concept to launch of technology products.

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Informative (and fun) workshops.

Highly relevant keynotes and workshops for technology-oriented audiences.


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Why Under10?

My goal, when I work with companies, is to keep the list of what they’re doing... under 10. 

Let's spend less time talking about building products and more time actually building products.

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