We've been there.

We're product managers, developers, entrepreneurs, and business owners... just like you.

We know how hard it is to deliver products and services people actually want to use, so we've distilled it all down to one method for defining, delivering, and refining world class products starting today!


Our Team

Steve johnson

Steve Johnson
Founder and CEO

Steve is a product management process coach, author, speaker, and advisor. His approach is based on the belief that minimal process and simple templates result in a nimble product marketing and management team.

Steve has been working within the high-technology arena since 1979 with experience in technical, sales, and marketing management positions at companies specializing in enterprise and desktop hardware and software. His market and technical savvy allowed him to rise rapidly through the ranks from Product Manager to Chief Marketing Officer. In his various technical marketing roles, he has launched dozens of product offerings. Steve draws heavily on his marketing and sales experience while his quick wit adds an element of fun to his workshops and speeches.

Before founding Under10, Steve was a Pragmatic Marketing instructor for over 15 years and personally trained thousands of product and executive teams.

In his spare time, Steve enjoys making music, and recently published an album on iTunes. Check out Steve’s music at

Tom lueker

Tom Lueker
Founder and COO/CPO

Tom has started six companies since 1988, including WebSurveyor a pioneer in online surveys and two-time Inc. 500 award winner (2004, 2005). He's done it all, from writing code to running a sales organization, from begging VCs for start-up funding to IPOs, from an idea on a napkin to multi-million dollar product lines.

Having spent 30 years in technology, Tom sometimes thinks he's seen it all until someone comes along with a cool new product that makes life just a little bit easier. His early career was primarily mainframe based technical programming, followed by several years as a product manager for enterprise software vendors focused on client-server computing, and most recently (15+ years) in development, marketing, and executive roles for internet-based applications.

When away from the office, Tom likes to hang out at the beach or take long walks with twin yellow labs, Splash and Breeze.

David mammen

David Mammen
Client Success Manager

David has been an S/E, a product manager, and a successful sales rep/mentor/coach. His personality, curiosity, and passion drive him to find solutions to the big Process, People, and Tools Challenges that keep us from getting work done. Training fills the skills and knowledge gaps, process encourages consistent behavior and measurement, and it all comes together in a practical, useful way with virtual playbooks.

Calvin marshall

Calvin Marshall
Product marketing consultant

Calvin conducts strategy, marketing and business consulting as well as managing client relations and solution implementation.