For startups and growing companies, success hinges on understanding what your customers truly need — and how to deliver it better than anyone else. As a product strategist, I help organisations navigate the complex, often ambiguous early stages of product development. My role is to bring clarity to your vision, confidence to your decisions, and structure to your product planning.
Finding product–market fit
One of the most critical — and most misunderstood — milestones for a startup is product–market fit. It’s not just about having a working product or getting some early traction. It’s about deeply understanding the problems your target customers face and how your product solves them in a way that’s meaningfully better than the alternatives.
I help teams validate whether their product is solving the right problems for the right people. Through structured discovery, customer interviews, competitive analysis, and market insights, I help uncover the real needs behind the features, and guide teams toward building something people truly want.
Turning insights into strategy
Once we understand your market and your customers, we can develop a strategy to meet their needs — intentionally and effectively. That might mean refining your value proposition, identifying the best customer segments to focus on, or prioritising what to build (and what not to build) next. I use proven frameworks such as Playing to Win, Good Strategy/Bad Strategy, and modern product discovery practices to help teams make clear, confident decisions about their direction. I also facilitate collaborative workshops that bring together founders, designers, engineers, and product leaders to co-create the path forward.
Building a roadmap that makes sense
Many product teams rush to build without a clear plan. Others get stuck endlessly researching. I help strike the right balance between vision and execution — translating strategy into practical roadmaps that focus on learning, delivery, and measurable impact. Whether you’re preparing for an MVP, launching a new feature, or trying to scale, I help make sure your roadmap reflects real customer needs and strategic priorities, not just internal opinions or assumptions.
Supporting product teams for the long haul
My work doesn’t stop with a few strategy sessions. I can coach product teams as they implement new practices, support hiring decisions, or help bridge gaps between business goals and customer outcomes. I’m also not shy of rolling up my sleeves and taking on the role of Product Manager or Product Owner to help teams ship value fast. I work best with organisations who are open, collaborative, and ready to learn. In short, I help organisations move from idea to clarity, and from clarity to traction — creating digital products that deliver real value, not just features. If you’re building something new and want to increase your chances of success, I’d love to help.