In this episode of What’s Cooking with the CBA, part of the Stronger Together series, Fran Attilio welcomes Darrin Johnston, founder and principal of SDJ Global Consulting, for a conversation about product development, consumer insight and the value of an experienced outside perspective.
Darrin brings more than three decades of housewares experience to his consulting work. His career includes nearly 24 years with Meyer Corporation, leadership experience at SharkNinja—where he helped launch the company’s non-electric division—and consulting work across cookware, cutlery, bakeware, kitchen tools and gadgets.
The Value of a Fresh Perspective
The housewares industry has changed dramatically. Retail has consolidated, e-commerce has transformed how products reach the market and consumers have more information at their fingertips than ever before. In this environment, companies cannot afford to let routine become a rut.
Darrin explains that an outside perspective can help leaders challenge assumptions, identify blind spots and explore new ways of thinking. Effective guidance should also be grounded in industry history. Understanding what has already been tried—and why it succeeded or failed—helps teams avoid repeating mistakes while adapting proven ideas for today’s market.
AI Is a Tool, Not the Complete Service
Fran and Darrin also discuss the growing role of artificial intelligence. AI can save time, create a useful starting point and help teams organize their thinking, but the quality of the result depends on the expertise behind the prompt and the care taken to review the output.
The human element remains essential. Experience, judgment, context and personal connection turn information into sound decisions. As Darrin notes, AI may be smart, but it is not perfect.
Bring the Consumer Along
Darrin’s most important advice for product developers is clear: Do not develop a product in a vacuum.
Even the most experienced team cannot assume it knows what consumers want. Consumer insight testing can reduce risk and guide decisions about pricing, features, benefits, messaging and positioning. It can reveal what matters most to customers, which costs they are unwilling to absorb and what story will move them from interest to purchase.
Teams also cannot fall in love with their first product idea. Passion is valuable, but attachment can create blind spots. The strongest products often evolve significantly because their creators listened, learned and responded to what consumers actually needed.
Today’s consumers compare products, read reviews and research options in real time—sometimes while standing in a store aisle. Brands that listen and make people feel seen and heard are better positioned to earn attention, trust and loyalty.
Darrin’s own career reflects the value of connection. As a former CBA member, board member and president, he credits the association’s relationships and resources with supporting professional growth and helping the industry move forward together.
In This Episode
- Why real-world industry experience matters in consulting
- How an outside perspective helps challenge assumptions
- Where AI adds value—and why human judgment remains essential
- How consumer insight reduces product-development risk
- Why teams should not fall in love with their first product idea
- How industry connections help companies grow stronger together
About the Guest
Darrin Johnston is the founder and principal of SDJ Global Consulting. Drawing on more than 30 years of leadership in the housewares and consumer products industry, he advises companies on manufacturing, quality control, product development, go-to-market strategy, consumer insights and business growth.
Learn more at sdarrinjohnston.com.