Playbook

How I build products, step by step.

Not theory — the operating cadence I run with engineering, design and commercial teams from first customer conversation to post-launch review.

Discovery

Weekly customer contact, assumption mapping, opportunity trees. Nothing enters the roadmap without an evidenced opportunity.

A one-page product strategy: the problem, the wedge, the bet, the anti-goals, and how we'll know we were right.

Align in writing before the meeting. Shared dashboards beat status decks. Disagreement surfaced early is cheap.

Context, problem, users, success metrics, scope, non-scope, risks, open questions. Short enough to be read, precise enough to build from.

Score, sequence, and publish the not-doing list. Every yes is funded by an explicit no.

Two-week cadence, demoable increments, flags by default, and a definition of done that includes instrumentation.

Tiered launches with enablement, docs, pricing and support ready. Design partners first, GA when the evidence is in.

Adoption, activation, retention, and the business metric. Reviewed on a fixed cadence, acted on visibly.

Post-launch review with what we believed, what happened, and what we changed. Written down and shared.