How I Build Products

My philosophy, strategy approach, and the ideas that shaped how I think about product.

After 7 years leading product across B2B SaaS, mobile gaming, and cleantech, I've developed a clear perspective on what works. This playbook captures the principles,frameworks, and influences that guide how I build products that drive real business outcomes.

Philosophy

These five principles guide every product decision I make. They're not abstract ideals, they're hard-won lessons from shipping products that succeeded and learning from those that didn't.

P&L mindset

Products exist to drive business results. I think in terms of revenue, CAC, and retention, not features shipped. Every roadmap decision ties back to impact on the business.

Build with empathy

User research is the foundation, not validation. I shadow users, run discovery sessions, and let real pain points drive priorities.

Measure what matters

Outcomes over outputs. I reject vanity metrics and focus on leading indicators that predict business success.

Ship in small victories

Big bang launches are risky. I break work into incremental bets, ship early, learn fast, and course-correct. Momentum compounds.

Keep interfaces joyful

Functional isn't enough, products should feel good to use. I invest in polish and delight because memorable experiences drive retention and word-of-mouth.

Strategy

Strategy is how vision becomes reality. It answers: what problems do we solve, which bets do we take (and not take), and in what sequence? A good strategy is inspiring because it's vivid, rigorous because it's grounded in data, and actionable because it guides daily decisions.

I think of alignment as a pyramid. Company goals flow down into product strategy, which shapes the roadmap, which drives daily execution. When this chain breaks, teams ship features that feel productive but don't move the business forward.

How my approach has evolved

I started with Scrum and OKRs solid foundations, but I saw how ceremonies can become rituals and quarterly goals can feel disconnected from reality. Now I prefer working with lighter frameworks like bets and appetites: strategy defines the bets worth taking, and Shape Up-influenced execution keeps teams focused on outcomes, not process. The result? Less time in planning meetings, more time building and learning.

View Strategy Template →View PRD Template →

How I Ship

Great products don't happen by accident. They emerge from a repeatable process that balances rigor with speed. Here's how I move from idea to impact—each phase linked to a real case study where I applied it.