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

Don imhoff

Don Imhoff
Business Development

Donald leads business development for Under10. He is responsible for fulfilling customer’s needs by offering relevant, customized workshops, and coaching services to increase the product management team’s skills, knowledge and productivity.

Prior to joining Under10, Donald held executive product management and business development roles in the broadband, energy efficiency and software industries. That wide experience prepares him well for helping customers within any industry address the business challenges of delivering market-driven, innovative and profitable products through their product manager’s efforts.

Donald provides customers with training options and plans that help product managers focus on under 10 activities and deliverables for a given stage of a product lifecycle, to increase market launch and ongoing product release success.

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. 

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