A senior product leader in your corner.
You're the one deciding what gets built, and AI has changed how fast you can find out what's worth building. Coaching gives you someone who has made these calls before and works this way daily: for your first ten customers, your first real product team, or the next act after growth flattened.
Most product problems aren't knowledge problems.
You've read the books. You know what discovery is supposed to look like, what a good roadmap does, how prioritization is meant to work. The gap isn't information. It's judgment under real constraints: this board, this runway, this team, this quarter.
That's what coaching is for. Not a curriculum. One senior operator working through the actual decision in front of you, then handing you the reasoning behind it, so you make the next one without me.
And the ground has moved. Discovery, research synthesis, competitive intel, and working prototypes that used to need a team and a quarter can now be done by one person in days. Most leaders haven't reset their expectations yet.
The hard part is that nobody gives you a quarter off to act on that. The commitments are already made and the roadmap is already promised, so the way your team works has to change while it keeps shipping. Building the plane while flying it. That's the real job, and it's most of what we work on: one change at a time, on the work already in front of you.
The coaching changes with where you are.
Growth means something different at $300K ARR than it does at $15M, and something different again inside a business unit with a $100M P&L. I've operated at all three.
Early stage & pre-PMF
Founders · Pre-seed to seed
You are the product team, and the clock is your runway. The job is finding signal fast: killing the wrong ideas, talking to enough of the right people, getting to something someone will actually pay for.
We work on: evidence over opinion, cheap tests before expensive builds, a discovery cadence you can hold at three people, and AI compressing weeks of research into days.
Scale-ups
Founders & first product leaders · $1–20M ARR
Founder instinct got you here and is now the bottleneck. The job is turning what's in your head into a system other people can run, before the next raise, without stalling velocity while you do it.
We work on: roadmaps that survive contact with sales, coaching your first PMs, saying no credibly, and an AI-native operating model instead of scattered tool experiments.
Mature & enterprise
Product leaders · Established orgs
The core product works and growth has flattened. The job is finding the next act inside a company optimized to protect the last one, and moving AI out of scattered pilots and licence counts into how the product org actually works.
We work on: second-act and expansion strategy, scaling AI across a whole team rather than the handful of enthusiasts already using it, the standards and guardrails that make that defensible in a regulated org, stakeholder navigation, and making an established team move at innovation-lab speed.
Fifteen years of making these calls.
Heather has spent 15 years in product management, most recently as VP of Product & Design and an innovation lab leader. She has taken products from 0→1, through post-PMF scale, and across $100M+ portfolios in medtech, salestech, energy, e-learning, and cybersecurity.
She coaches founders across the region's startup ecosystem and product leaders inside large enterprises, and she runs PM Waterloo, the Tri-Cities' largest product community. Her hands-on AI-for-product sessions have trained hundreds of product people, including teams from Okta, eBay, Amazon, Shopify, and BMO.
The pattern doesn't really change: teams are good at building and bad at choosing. What AI changes is how fast you find out you chose wrong.
Every session raises the ceiling on what you can do alone.
Discovery, compressed
Research synthesis, interview analysis, competitive intel, and opportunity mapping that used to take a team weeks. Now it takes days, done by you, with agents doing the grinding.
Prototype before you commit
Working prototypes in front of customers before engineering writes production code. The cheapest way to kill a bad idea is to let a real user touch it first.
Built on your stack
We work in your tools, on your live problems, not a generic demo. What you build during coaching stays in your process after it ends.
Structured, but built around your real calendar.
Everything starts with the intro call. Sometimes coaching isn't the right answer and a workshop or a bridge project is. I'll say so on the call. If your accelerator or incubator covers coaching hours, I can usually be engaged through your program.
The signals it's time
- You've been promoted into product leadership and are learning the job while doing it, in public.
- You're a founder who has never worked with a product leader and has no one to pressure-test decisions against.
- Your team is busy and shipping, but you can't point to what any of it moved.
- You're using AI tools every day and nothing about how you decide or deliver has actually changed.
- Growth has flattened and the roadmap is full of things that defend the core instead of building the next one.
Bring the decision you're stuck on.
30 minutes, free, no deck required.