I have a dog. I suspect that many of you have pets also. 

I can only  speak for myself, but I sure seem to spend a lot of money on food,  leashes, toys, clothes, etc. for my dog. You would think with this need  to keep buying things in order to take care of my pet, pet store product  managers would have a very easy life. It turns out that you would be  wrong. 

So what’s going on here – why are pet store product managers struggling and do they need to change their product development definition?