Helping product people make decisions based on data, evidence, insights | Product Discovery & Validation Coach for product manageres and teams | Speaker | Maker

Product teams don’t struggle with tracking metrics.
They struggle with turning them into decisions that matter.

If you’re leading a product team, you probably know this feeling:

→ Too many metrics to look at, not enough clarity.
→ Or they’re building without knowing what success actually looks like and how to measure it.
→ Or worse: A one-size-fits all approach on metrics for goals, experiments and success, failing to make or track any impact.

That’s exactly what I talk about in my workshops.

I work with product teams, heads of product, and senior product leaders who want more than just frameworks. They want to actually think differently.

Through hands-on, practical workshops, I help your team:

✅ Define product success in a way that’s real and precise, not vague.
✅ Connect product metrics to business outcomes in a way that makes sense.
✅ Avoid common mistakes that keep teams stuck in analysis paralysis.
✅ Move from “more data” to clearer, faster decisions.
✅ Connect daily work with actual product and business outcomes.

Metrics don’t have to be frustrating or confusing. With the right approach, they become a powerful tool to align teams, make better decisions, and build better products.

Products that your clients WANT to buy!

If you’re planning a workshop or talk for your team or an event, and want something that’s insightful, practical, and actually makes a difference…

👋 Message me or book a free 30 minute call (see featured section) and let’s see if it’s a fit.

--
A selection of companies I have worked with for product coaching, workshops, consulting, or advisory:
Lokalise, Europace, encoway, maloon, ecoinvent, NZZ, Cleancell (now Phenogy), Thermoplan, Switzerland Global Enterprise, SilverTours, Loql/REWE Digital, Usersnap, Vistaly and more.

My new website is live! 🎉

I finally have an online home that reflects what I do.

I created my original website when I first went solo.
Back then, I was still figuring things out.

Six years later, a lot has changed.

My offers matured.
My positioning evolved.
And I gained clarity on how I help others.

This new site is the result of all that learning: everything I do now, laid out in a simple way.

Here's what you'll find there:

1 - Work together

There are three ways we can collaborate: workshops, coaching and speaking. The details? They're on the website, of course 😉

2 - Speaking

Check my past appearances at conferences and podcasts.
You can also check the topics I normally cover in my talks.

If you're looking for a speaker who won't give you recycled Silicon Valley advice, check it out.

3 - Blog

You know I have beef with LinkedIn.
So I'm bringing back long-form content!

I'm finally reviving Büşra's Brain Dump and share my deeper thoughts on my blog & newsletter.

Starting March 20th (yes this Friday), I'll publish:
• A regular newsletter every Friday
• A deep dive per month
• Occasional special editions

Want to receive it in your inbox?
Subscribe to my newsletter here: busra.co/blog ( busra[dot]co/blog )


A massive thank you to Adam Baldwin ⭐ for bringing this vision to life and making it actually work the way I needed it to.

If you take a look, I'd love to know what you think of it.

Check it out: busra.co ( busra[dot]co )

🌴 Büşra Coşkuner 🌴

- ---- 📣 LATEST CLASSES 📣 -----

📊 PRODUCT ANALYTICS BOOTCAMP
Do you want to focus on becoming a data-informed product leader?
I've joint forces with ProdMBA to offer you a way to become confident in applying product analytics to any product you'll be working on and fast-track your path to Head of Product:
💪 The Product Analytics Bootcamp!

👉 Check out whether you might be a good fit for our next cohort:
https://bit.ly/37zLrQo


✨✨✨ No-Bullshit Product Management! ✨✨✨

• Product Management, Architecture and building great products feel abstract and intangible to you?
• You build products just "because you can" and want to introduce product thinking in your team?
• You've read multiple articles and books that describe theoretical ideal world scenarios that don't apply to your situation?
• You're trying to empower your Product Owners to rescue them from being "ticket monkeys"?
• You're trying to grow as a PM and need a senior that you can learn from?

👉 Get in touch!
I've been there myself. I broke through. I can help you to break through, too.

My mission as freelance Product Coach, Consultant and Trainer is to bring excitement to product teams to finally work in product-led structures.

I fast-track your team to pragmatic decision-making while applying principles of product thinking to your actual, real-life product challenge, without the theoretical fluff.

I'm from the field, I've been through it myself.

Therefore my mantra: All action, no BS!


----- ✨ HOW I CAN HELP YOU ✨ -----

Producteer services include
✨ Trainings & Coaching for product teams, startups, and innovation teams
✨ Sounding board and consulting for product leaders
✨ Hands-on product leadership on demand ad interim
✨ Support in hiring Product talent, setting up your product team and product processes
✨ Training & Coaching of individual product talents to get them up-skilled fast

Topics I can help you with best: From the idea to the product
✅ Lean Startup, product architecture and business model innovation
✅ Product analytics, prioritization, experimentation, discovery
✅ Finding your version 1 product
✅ Product delivery in cross-functional teams
✅ Product strategy and roadmaps

What I cannot help you with
❌ Agile transformation, agile coaching
❌ Interim Product Management
❌ Run your discovery in a single person setup
❌ Making decisions for you in a coaching or consulting setup (you're the leader, you're navigating the ship)
❌ Doing wonders in a setup where the most important people are against product-led transformation and learning

❌ Booked out until July // The Metrics Lady, helping Europe’s tech companies grow beyond PMF - Build what matters, measure if it works ✨ Product Coach | Trainer | Advisor | Keynote Speaker

Have you ever improved a metric but gotten backlash from other teams?
 
They came at you because something went south on their end.
 
The reason: you weren't aligned on your goals and how your metrics influence each other.
 
Ladies & gentlemen, let's hug trees 🤗🌲
 
More specifically, metrics trees.
 
3 trees to align business goals with team goals:
1 -  KPI-Trees + User Journey
2 - North Star Metric (NSM)
3 - Driver Trees
 
𝟭 -  𝗞𝗣𝗜-𝗧𝗿𝗲𝗲𝘀 + 𝗨𝘀𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆
 
Break down how your product generates revenue and you'll see which KPIs drive growth. That's your business-level view.
 
Map your user journey with conversion and engagement metrics along it (not a funnel!!!). That's your product-level view.
 
Now find the connection points between them. You'll create one big tree that shows how product improvements drive business growth, and which leading indicator on the product side moves which business KPI.
 
Teams can see how moving their metric ripples through to everyone else.
 
𝟮 - 𝗡𝗼𝗿𝘁𝗵 𝗦𝘁𝗮𝗿 𝗠𝗲𝘁𝗿𝗶𝗰 (𝗡𝗦𝗠)
 
High-level business KPIs aren't actionable for product teams, so you need something tangible.
 
A North Star Metric is a proxy for business success, it's a leading indicator for revenue. But it's a lagging indicator for product success.
 
So you need to break it down into input metrics, which are the leading indicators for your NSM. Those are what product teams can actually influence.
 
Here's an article by Itamar Gilad that explains this connection very well: https://lnkd.in/eU8g2ziz
 
𝟯 - 𝗗𝗿𝗶𝘃𝗲𝗿 𝗧𝗿𝗲𝗲𝘀
 
This is the general term for breaking down a goal into its drivers. Some methods:
 
• Cascade outcomes through WHYs or HOWs
• Goals-Questions-Metrics framework
• Critical-to-Quality trees
• Any structured way to break your measurable goal into input metrics
 
🔗 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗱𝗼𝘁𝘀
 
Technically, each of them serves a different purpose.
 
But all of them create visibility on how metrics and goals influence each other so that teams can visually see the effects.
 
And this helps align cross-team efforts towards the same goal for a specific time period.
 
Are you using metrics trees already?
 
Share your experience from PRACTICE.
 
What works for you, what doesn't, how did you make it work? 👇

Metrics Trees PDF

I promised to share something fun with you today - so here we go, me saying f**ck in front of a crowd 😂

No actually I didn't say that but I COULD be saying that in this picture.

Aaaaanyway 😅

I did have great fun and indeed had lots of insights at Product Mastery Conference Amsterdam today. Thank you for the invitation Martijn Versteeg.

For the first time in my life I met Joy Adamson and Jason Knight IRL - can't believe we only met now after so many years 😍

Catched up with Joao Moita, Mirela Mus and Viktoria Korzhova 🤗

Got to know Youssef Hounat CA and Willem-Jan Jansen 🤩

Missed Meg Porter ✨ 😢

Got inspiration from Melissa Perri (thank you for the missing piece of my puzzle)

Aaaaand got to meet followers IRL and had a chance to answer metrics questions to help people immediately tomorrow 😍😍😍😍😍

And I even have a new podcast guest for my new AI Adoption podcast that is (not so) secretly in the making 😜 Stay tuned 😉

What I really really really liked was:

1 - The format.
One longer keynote, one short keynote, and then 2 x 4 interactive 60 minute sessions, very practical, very much grounded in reality.

I gave an intro session to Goals-Signals-Metrics with a discussion around good/bad GSMs, and how to apply it in real life.

2 - The questions.
Because people attended the session that they were most interested in, the depth of the questions afterwards was incredible.

I got to answer questions like "We're a data platform team, we don't talk about outcomes but about 'plugging data x in' - how can I get to meaningful goals?" or "How can I phrase meaningful OKRs when the company wide big, overall goal is so far away from my team's work?" and so much more.

And no, you're not idiots when it feels difficult to set meaningful metrics, it IS difficult 😉

3 - The caring.
You can feel how much Martijn Versteeg cares about the learning experience. How much he wants the people to take as many insights as possible and apply them to their work. He's doing everything for it and keeps thinking about improving the attendees' growth experience.

All in all a great event with lots of fun.

Thank you to everyone who joined - as participant, speaker, facilitator, organiser, helper.

When we come together great things can happen ❤️

I’ll be speaking at Leaders Circle Zurich by Product Circle (formerly Product Weekend) on 20 March 2026.
 
It’s an intimate gathering of Product Leaders to discuss what’s actually changing in our field:

• the future of Product Management
• building AI-native products
• organisational design
• and how to create meaningful connections beyond surface-level networking
 
I’m looking forward to a full day of honest conversations with people who care deeply about building better products and better product organisations.
 
If you’d like to join, applications are now open on the Product Circle website.

The event is limited to 25 to make sure we can have a genuine exchange.
 
If you’re attending, let me know. I’d love to connect in person.

Thank you for the invitation Sergiu Lazar Angelescu.

✨ Büşra Coşkuner

❌ Booked out until July // The Metrics Lady, helping Europe’s tech companies grow beyond PMF - Build what matters, measure if it works ✨ Product Coach | Trainer | Advisor | Keynote Speaker

Something hot is cooking...

I saw Vistaly V2 yesterday. My first reaction was literally: YES!
Ask Matthew, he will confirm 😂 

(Full disclosure: I'm an advisor at Vistaly. But as you know I'm picky about what I endorse, so read on.)

Matthew O'Connell, one of the co-founders, showed me V2.

It goes to beta in two days.

The moment that got me: they've embedded Teresa Torres's two-step synthesis process into how the AI actually works. Not as a tooltip. Not as a template. As the methodology the product runs on.

As someone who trains and coaches product teams on discovery and has watched AI tools confidently produce plausible-sounding bullshit from customer data, that distinction matters enormously to me.

The gist of the beta:
You upload three interviews for the same outcome. The AI extracts key moments per interview, then synthesizes across all three and generates a draft opportunity solution tree. Not as a finished answer. But as a starting point you reorganise and bring your own judgment to.

That's the right role for AI in discovery.
AI does the heavy lifting, you do the thinking.

The beta closes in 2 days. If your team does customer interviews and struggles to trust what comes out the other side, visit vistaly.com/v2 (vistaly[dot]com/v2).

Hahaha my browser just crashed and I lost all my open tabs 😂 THE BEST that's happened to me in months 😄

My first reaction: PANIC! 😱

My second reaction: Wow.... What a relief! 🧘🏻‍♀️

As a personal and professional story, let me tell you that letting go of the old is sometimes the best way to clean the way up for the future.

Like when I started as a PM at home24 and the first thing I did was closing all Jira issues that were older than 2 months. No mercy!

Or when I ditched the user story map that I had built at a startup and re-built it to see if I'm missing something.

Or as a Lead PM at Doodle when I threw the roadmap for Doodle 1:1 out of the window after a month of open beta and re-wrote it based on learnings. And adjusted Bookable Calendar's roadmap accordingly.

Or today when working with a leadership team or a product team they get stuck on a topic (really ANY topic) and I throw in the question "Let's stop for a moment. What if it was easy?" and make them reject their old thinking.


So yes, I'm very happy that my browser crashed and I can start building up my five million tabs spread across fifty windows from scratch 😂

Happy Friday!

PS: Yes, this post has lots of emojis.
But also yes, this was handwritten - I love emojis, I'm an awkward Millennial 😂

In the meantime, when nobody looks closer because everyone's looking at USA and Israel's attack on Iran:

1 - Meta's controversial spying glasses Ray Ban Gen2 are now available on Ray Ban's online store. Now, every person with those glasses will scan your and your children's faces = biometric data eternally scanned.

2 - Israel has closed their borders to Gaza. According to Reuters, people in Gaza only have food & water as well as fuel (that the remaining"hospitals" need to  give aid) for 2-3 days. Israel plans to open borders earliest on Saturday.

3 - OpenAI claims to have refused DoD request, too, but got the deal. In their case refusing means that "all use of AI for the military will be consistent with OpenAI usage guidelines, which are determined by OpenAI itself." (Guardian) Which basically only means that OpenAI could write in their terms whatever DoD wants and they would not have lied.

FYI

Companies think they're paying me for a 1-day workshop.
 
But they're really paying for at least a full week of preparation.
 
Because I never walk into a room without having done all these things:
1 - Research the company and the product
2 - Read all the materials you share
3 - Have 2-3 calls with the main point of contact
4 - Individualise everything
5 - Lay out the traps
6 - Play it through
 
𝟭 - 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗵𝗲 𝗰𝗼𝗺𝗽𝗮𝗻𝘆 𝗮𝗻𝗱 𝘁𝗵𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁
 
Before anything else, I need to understand the business you're running, how the product works, and where you're positioned in the market. I dig into everything publicly available: your website, your product, competitor landscape, and industry positioning.
 
𝟮 - 𝗥𝗲𝗮𝗱 𝗮𝗹𝗹 𝘁𝗵𝗲 𝗺𝗮𝘁𝗲𝗿𝗶𝗮𝗹𝘀 𝘆𝗼𝘂 𝘀𝗵𝗮𝗿𝗲
 
But public info only gets me so far. I need the internal context: your team structure, your roadmap, your current challenges, the case study we'll work on. The more you share, the better I can adjust the workshop.
 
𝟯 - 𝗛𝗮𝘃𝗲 𝟮-𝟯 𝗰𝗮𝗹𝗹𝘀 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗺𝗮𝗶𝗻 𝗽𝗼𝗶𝗻𝘁 𝗼𝗳 𝗰𝗼𝗻𝘁𝗮𝗰𝘁
 
The first is to agree on the modules and setup.
 
The second is to talk through potential case studies.
 
Usually, we have a third, sometimes a forth one to go through all the material I've prepared.
 
Plus async conversations for any questions that pop up.
 
𝟰 - 𝗜𝗻𝗱𝗶𝘃𝗶𝗱𝘂𝗮𝗹𝗶𝘀𝗲 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴
 
My workshops are modular, and I have prepared materials, but I also customise them for each engagement: the agenda, the exercises, the traps (see next point). They should serve YOU, not you and 37 other companies in your niche.
 
𝟱 - 𝗟𝗮𝘆 𝗼𝘂𝘁 𝘁𝗵𝗲 𝘁𝗿𝗮𝗽𝘀
 
Do you remember those school teachers who'd ask tricky questions to check if you were paying attention? That's me 😈
 
My workshops are full of traps because I know that's how you learn what you're doing wrong. The traps are different for every company, and part of the preparation is to understand where your team's strengths and weaknesses are. Then I design the traps around that.
 
𝟲 - 𝗣𝗹𝗮𝘆 𝗶𝘁 𝘁𝗵𝗿𝗼𝘂𝗴𝗵
 
Finally, I run the workshop end-to-end.
 
If something doesn’t flow or feels off, I change the order, adjust the exercises, or redesign the traps.
 
All of this is why my workshops aren't cheap.
 
You're not paying for one day. You're paying for the week or more that makes that day work.

How do you build a website with European tech only?
Let me tell you my story:
 
1️⃣ 𝗧𝗵𝗲 𝗢𝗿𝗶𝗴𝗶𝗻: 𝗪𝗶𝘅

The first version of my website was built on Wix.
Then I learned they funded the bombing of Gaza 🤬

I couldn’t keep paying a company that went so clearly against my values (and I urge you to do the same).
 
2️⃣ 𝗧𝗵𝗲 𝗜𝗻-𝗕𝗲𝘁𝘄𝗲𝗲𝗻: 𝗪𝗼𝗿𝗱𝗽𝗿𝗲𝘀𝘀
 
Adam Baldwin ⭐ helped me migrate everything over.
It should have been the solution.
Except I hated WordPress.
 
I never touched my own website.
It was too complicated for what I needed.
Plus, the plug-ins I was using weren't European tech.
 
I wasn't walking the talk.
 
3️⃣ 𝗧𝗵𝗲 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻: 𝗙𝗿𝗮𝗺𝗲𝗿
 
Made in Europe. Clean.

Still quite a learning curve but then usable for someone like me who just wants to update their website without wrestling with a CMS.
 
This was never just about usability.
 
I spend my days helping European product teams.
I talk about supporting Europe tech companies.
I advocate for building strong ecosystems here.
 
This new website wasn't a redesign.
It was an alignment move.
 
Now it finally feels coherent.

Büşra's Brain Dump is back!

Here's why I'm resurrecting my newsletter:

LinkedIn is getting worse by the day.

The algorithm randomly decides who sees what.
The platform keeps making bizarre policy changes.
They've locked accounts for reasons as stupid as having an emoji in your name.

Tomorrow, they might want to force me to upload my ID to "verify" my account. What happens when I refuse?

I lose my voice. My followers. My business.

A blog is a whole different game.

It gives you space to articulate your thoughts.
It allows you to share in-depth, useful knowledge.
It lets you connect dots instead of chasing engagement.

Most importantly:

It lets you reach your audience without an algorithm as the very-picky-often-in-a-bad-mood-opinionated-middle-man.

For the past year, I've been writing a content backlog.

Starting tomorrow - March 20th, I will start sharing:

• A newsletter every Friday
• A deep-dive piece per month
• Occasional special editions

I promise it will be useful, hands-on, experience-backed content only.
Some opinions and thoughts here and there.
But always no-BS, grounded, down to earth.
The full Büşra experience 😊
 
If you want to subscribe, you can do so on my new website: busra.co/blog ( busra[dot]co/blog ).
 
See you there.

One poor decision at a time, LinkedIn's killing what made this platform interesting in the first place.

They keep making decisions that optimise for metrics instead of user experience.
 
𝟭 - 𝗧𝗵𝗲𝘆 𝘁𝗲𝘀𝘁𝗲𝗱 𝗿𝗲𝗺𝗼𝘃𝗶𝗻𝗴 𝗲𝗺𝗼𝗷𝗶𝘀 𝗳𝗿𝗼𝗺 𝗻𝗮𝗺𝗲𝘀
 
The ✨ on my name was gone when I tried to update it (Turns out it was a test, I can add it back now). But during that test I heard from multiple people whose LinkedIn accounts got blocked or flagged because they tried to add emojis back.
 
Why? Probably fraud prevention, or some authenticity metric.
 
What they actually achieved: removing one of the last delightful details from the platform. (Nesrine Changuel probably agrees with me.)
 
𝟮 - 𝗧𝗵𝗲𝘆 𝗹𝗮𝘂𝗻𝗰𝗵𝗲𝗱 𝘀𝗶𝗻𝗴𝗹𝗲-𝗽𝗹𝗮𝘆𝗲𝗿 𝗴𝗮𝗺𝗲𝘀
 
Remember when every day you'd get notifications about your connections playing Tango, Queens, and Sudoku?
 
This was obviously an attempt to make people spend more time on the app.
 
What they actually achieved: LinkedIn's mission is to "help professionals connect." But how can anyone connect with others by playing games alone???
 
𝟯 - 𝗧𝗵𝗲𝘆 𝗲𝗻𝗰𝗼𝘂𝗿𝗮𝗴𝗲 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗯𝗮𝗶𝘁
 
"Comment X, and I'll send you Y" posts everywhere.
 
More comments = better engagement numbers.
 
What they actually achieved: a worse experience for everyone trying to learn something or have real conversations.
 
𝟰 - 𝗧𝗵𝗲𝘆 𝗹𝗲𝘁 𝗔𝗜 𝘀𝗽𝗮𝗺 𝗳𝗹𝗼𝗼𝗱 𝘁𝗵𝗲 𝗰𝗼𝗺𝗺𝗲𝗻𝘁𝘀
 
Half the comments are now AI-generated rubbish: "Great post! Very insightful! Thanks for sharing!"
 
Engagement metrics? 🆙
 
What they actually achieved: Eliminating real conversation.
 
𝟱 - 𝗧𝗵𝗲𝘆 𝗳𝗶𝗹𝗹𝗲𝗱 𝘁𝗵𝗲 𝗳𝗲𝗲𝗱 𝘄𝗶𝘁𝗵 𝗮𝗱𝘀 𝗮𝗻𝗱 𝗽𝗿𝗼𝗺𝗼𝘁𝗲𝗱 𝗽𝗼𝘀𝘁𝘀 

More and more of the feed is ads and paid content.
 
More ads = more revenue.
 
What they actually achieved: less reason to scroll. Which is probably why they need those single-player games to keep people around in the first place...
 
Every single one of these decisions probably moved a metric in the right direction.
 
Engagement. Time in the app. Ad revenue.
 
But the experience is just getting worse by the day.
 
The problem with optimising for metrics while degrading experience is that, eventually, people leave. And when they do, those metrics will drop too.

What I wanted to be when I grew up: an artist.
 
What I studied at uni: Industrial Engineering and Management.
 
What I’ve done my entire career: Product Management.
 
At first glance, that makes zero sense 😅
 
But if you look closer, they’re all versions of the same thing.
 
My motivation to become an artist was to create. Something out of nothing.
 
Isn't that what product management is, too?
 
You start with a problem (a customer pain, a market gap, or simply an idea), and shape it into something real. Something that people use because it solves a problem for them.
 
And my Engineering degree?
 
It might seem unrelated to modern product management practices, but it taught me all the core skills you need as a PM (also, there was no PM degree back then - or even now).
 
Some of the topics I've studied:
 
• Marketing and Innovation
• Quality Management
• Customer Relationship Management
• Strategic Company Leadership
• Customer Behaviour and Market Research
 
All pretty foundational PM skills.
 
None of this was a big masterplan.
 
I never knew I'd end up in Product Management.
 
I simply followed my interests and carved a path for myself.
 
So when people ask me:
 
"What should I study to become a Product Manager?"
 
My answer is:
 
"Follow what you're genuinely interested in."
 
There's no one-size-fits-all path to becoming a PM.
 
People come from all sorts of backgrounds: engineering, design, business... even art!
 
What matters is whether you're curious about:
 
• How things get built
• Why people behave the way they do
• And how to solve problems that matter
 
If you have that curiosity, you'll figure out the rest.
 
If you work in Product, what's your background? I'm curious to see who wins the "Weirdest Path to PM" trophy!

"We won't measure this precisely" is good advice in some cases. Here's an example.

I was working with a team to define success metrics.
 
They'd mapped out their strategy: business goal at the top, customer outcomes below, team-level outcomes at the bottom. They were all qualitative, no specific numbers.
 
So I asked: "What's the metric? What's the target you're aiming for?"
 
The product leader pushed back.
 
"We don't know what the right target is yet. It's a very specific niche, and we can't benchmark, so these outcomes have to be directional."
 
Hum.
 
If you know me, you know I push for quantification.
Set numbers. Define success. Draw a line in the sand.
 
But I had to concede.
In some cases, you genuinely don't know where that line should be.
 
But I'm the metrics lady.
So I still pushed for two things.
If you're in the same position, make sure you at least have:
 
𝟭 - 𝗢𝗻𝗲 𝗺𝗲𝘁𝗿𝗶𝗰 𝘁𝗵𝗮𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀
 
What's the specific behaviour that changes when this works?

Without this, every person on the team interprets "directional" differently, and you quickly lose alignment.
 
𝟮 - 𝗚𝗶𝘃𝗲 𝗮𝗻 𝗼𝗿𝗱𝗲𝗿 𝗼𝗳 𝗺𝗮𝗴𝗻𝗶𝘁𝘂𝗱𝗲
 
I'm not saying "Increase revenue by €247,583."
 
But you need to know: are we talking hundreds of thousands or millions?

A team optimising for €100K thinks in iterations.
A team aiming for €1M+ thinks in transformations.
A team aiming for €10M+ thinks in innovation.
The order of magnitude shapes the solution space.
 
"But our market is TOO niche."
 
Then make use of segmentation.
 
Customers with profile X: order of magnitude X
Customers with profile Y: order of magnitude Y
Others: ignore for now
 
Think Jobs to Be Done, not averages.
The goal isn’t to turn direction into a pass/fail exam.
It's to clarify direction enough that teams can make better decisions.
 
So yes, sometimes the line in the sand is blurry.
 
But you always need to know what you're measuring and at which scale.
 
Otherwise, "directional outcomes" become a convenient way to avoid hard decisions.

Last 3 tickets!
I'll be giving a session at the Product Mastery Conference in Amsterdam next week.
 
𝗠𝘆 𝘀𝗲𝘀𝘀𝗶𝗼𝗻: 𝗙𝘂𝗹𝗹𝘆 𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗶𝗻𝗴 𝗠𝗲𝘁𝗿𝗶𝗰𝘀.
 
This one's for everyone who's ever set a metric, watched their team hit it, and still felt like nothing actually improved.
 
Because hitting numbers ≠ creating impact.
 
The conference is community-driven. The topics were voted in by the product community, so you're getting what people actually want to learn, not just what speakers want to talk about.
 
Other sessions include:
 
• AI in Product Management (Youssef Hounat CA )
• Workflow automation with N8n (Martijn Versteeg)
• Organisational Change ( Jason Knight)
• Leadership & Communication (Joy Adamson)
• Inklusive Innovation as a Growth Lever (Meg Porter ✨)
• Unlocking team performance & collaboration (Willem-Jan Jansen)
• Successful and unsuccessful use of AI ( Viktoria Korzhova)
• AI Product Leadership Market Trends (Mirela Mus)

With a keynote by Melissa Perri and a dinner event with Teresa Torres.
 
There are only 3 seats left!

Ticket sales close today at 5pm CET!

If you'd like to join us, grab your ticket now: https://lnkd.in/d7r5wU2x

It's never been more exciting to be an IC.

You get to learn about the new technology deeply by not only using it but also by implementing it.

I do believe we still need middle management.

But the Senior / Staff / Principal / Lead PM career path has never been more attractive than today.

Today I lost my premium access. And I don't know why. LinkedIn randomness never stops 🤷🏻‍♀️

3 years ago I received free access to premium LinkedIn. I didn't know why.

2 years ago I received the blue Top Voice badge. I didn't know why.

End of last year I lost my blue Top Voice badge. I didn't know why.

Today I lost my LinkedIn premium access. I don't know why.

With that access comes the ability to see your profile visitors, write DMs to non-contacts, add a link to your profile's top section that shows as CTA in every post, and LinkedIn claims with premium I'd get more engagement on my posts and 13x more profile views compared to the last 365 days.

I say let's test that 😃

I'm tired of LinkedIn randomness.

Wait for my announcement on Thursday 😉

Where can you connect with AI practitioners, share real-world insights and explore AI beyond the hype?

At Europe's FIRST !!! AI Barcamp - in Berlin!

From the organisers of the LEGENDARY ProductCamp Berlin!

-> 🥙Abdo Wahba, Dirk Bartels, Babatunde Kufo and Hussam Shams.

This is the same style of unconference like ProductCamps all over the world.

Attendees pitch their topic, everybody votes on their most favourite topics, and attendees join the selected sessions.

From practitioners for practitioners.

The AI Camp Berlin is organised for:
𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗠𝗮𝗻𝗮𝗴𝗲𝗿𝘀 & 𝗟𝗲𝗮𝗱𝗲𝗿𝘀
Shaping product strategy in the AI era. Explore what works, what doesn't, and how to make smart decisions about AI features.

𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗕𝘂𝗶𝗹𝗱𝗲𝗿𝘀
Engineers, Designers, Data Scientists — you're hands-on with implementation and want real talk about what works, what doesn't, and what's next. Discuss technical approaches, design patterns, and the realities of building with AI.

𝗔𝗜-𝗣𝗼𝘄𝗲𝗿𝗲𝗱 𝗣𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹𝘀
Using AI tools to amplify productivity. Discover workflows, share approaches, and learn practical applications for daily work.

When: Friday, 24. April, 08:30-17:00
Where: Berlin; Attendees will get details
Tickets: https://lnkd.in/eTWZrgex

Use my friends discounts code BU10SRA in the checkout to get 10% off your ticket.

An underrated product and business skill: TMLI5 🔥

I used this so often in the past 2 weeks that I felt like I need to tell you how important that is.

So...

𝗧𝗠𝗟𝗜𝟱 = Tell Me Like I'm 5 (years old)

I had to google it after a cool kid sent this to me haha.

Means: Say it in such an easy way without fluff, without jargon, with short and clean sentences that a 5 years old child could understand what you say.

Think about the last time that you talked to your CEO, CPO, Head of Product and threw lots of jargon in complicated and long sentences at them. Or your stakeholders from other teams.

How well did it go?

> How many times did they have to ask you what you mean?

> Or rephrased / mirrored what you said to makes sure they get your point?


This week, the Product Manager of a trio that I'm coaching added to it how she knows this saying:

"Tell me like I'm 5 or a manager" 😂

There you go.


That's btw. why I'm known for using as little jargon as possible and using plain everyday language when I explain product concepts.

Because I want to make sure that everybody understands what I'm saying.

𝗥𝗲𝗰𝗮𝗽:
TMLI5 is an expression of clean, short, crisp, concise and to the point expression of what you want to say.

It's an easy reminder about how to talk to your managers, peers, teams to increase the chance that you understand each other.

𝗜𝗳 𝗻𝗲𝗲𝗱𝗲𝗱 𝘂𝘀𝗲 𝗺𝘆 𝘁𝗿𝗶𝗰𝗸:
I say "Tell me like I'm 5!" like a pro and then I hold up a picture of my toddler into the camera and talk like her saying "What did you say? I don't understand" with a kid's voice 😂

Works like a charm 😉

Should you validate or invalidate your idea?
 
It depends on what you're trying to learn.
 
In my experience, there is no single right way to experiment, but three different approaches:
 
𝟭 - "𝗪𝗵𝗲𝗻 𝘀𝗵𝗼𝘂𝗹𝗱 𝘄𝗲 𝗯𝘂𝗶𝗹𝗱 𝘁𝗵𝗶𝘀?"
 
Sometimes the question isn’t whether to build something. It’s which conditions need to be true for it to work.
 
In these cases:
 
• Map your assumptions
• Run experiments for the assumptions in the "critical" quadrant
• Build when the experiments confirm the critical conditions are true
 
Example hypothesis:
 
"We believe that x is true. We know we're right when <metric/measurement> shows <measure>. Therefore, we'll run <experiment> for period y. If we don't meet the threshold we'll <decision>."
 
𝟮 - "𝗦𝗵𝗼𝘂𝗹𝗱 𝘄𝗲 𝗯𝘂𝗶𝗹𝗱 𝘁𝗵𝗶𝘀 𝗮𝘁 𝗮𝗹𝗹?"
 
Other times, the risk is so high that you need to rule out dealbreakers before looking for a path to success, aka ask yourself "What’s the worst thing that could happen?"
 
In these cases:
 
• Map your assumptions
• Focus on the critical ones and the low-evidence unknowns
• Search your data (qual and quant) for warning signs
• Run experiments to try to BREAK the idea
 
Example hypothesis: "We believe if we can't prove X won't happen, or that its impact can be lowered, it's too risky to build. We'll run <experiment> to test this. We'll measure <metric>. If it's higher/lower than <threshold>, we'll <decision>."
 
𝟯 - 𝗠𝗼𝘀𝘁 𝗿𝗲𝗮𝗹 𝘄𝗼𝗿𝗸 𝗶𝘀 𝗮 𝗺𝗶𝘅
 
In reality, most teams don’t live in extremes. Last year, I worked with a client who started by asking "What's the worst that could happen if we build this?"
 
We mapped his assumptions.
 
Prioritised the riskiest ones by urgency of learning.
 
Then created experiments to:
 
• Rule out dealbreakers
• Find the conditions where it would work
• Dismiss it if neither panned out
 
Often, teams argue about which experimentation method is right before clarifying what they're trying to learn.
 
In science, you don’t start with an experiment.
 
You start with a question.
 
Product is no different.

I've stopped using three products in the past year.
 
Because they all optimised for their metrics instead of experience.
 
𝟭 - 𝗠𝗮𝗵𝗷𝗼𝗻𝗴 (𝘁𝗵𝗲 𝗽𝘂𝘇𝘇𝗹𝗲 𝗴𝗮𝗺𝗲)
Playing Mahjong used to be my daily zen moment.
Nice graphics, and just the right level of challenge.
Then one day, they changed how the game works.
 
They added 3 pile spots where you can temporarily store tiles. The game became a lot easier.
 
Easier game = more wins = more dopamine hits = better retention metrics.
 
But I didn't want an easier game!!!
I wanted a challenge, that was the whole point.
 
I looked for alternatives, but none satisfied me. So now I don't play Mahjong at all (there goes my zen moment).
 
They optimised for retention, ended up losing users anyway.
 
𝟮 - 𝗦𝗰𝗿𝗲𝘄𝗱𝗼𝗺 (𝘁𝗵𝗲 𝘀𝗰𝗿𝗲𝘄 𝗽𝘂𝘇𝘇𝗹𝗲 𝗴𝗮𝗺𝗲)
This game offered me two options to keep playing: pay or watch an ad. It's not that I like watching ads, but I always went for it (I like money more 😄).
 
One day, the ad option was gone.
 
They forced monetisation on users (you can guess which metric they were trying to increase).
 
I deleted the app immediately.
 
Force your metric on your users, and they'll probably end up leaving.
 
𝟯 - 𝗚𝗼𝗼𝗴𝗹𝗲 𝗦𝗲𝗮𝗿𝗰𝗵
"How can I push an article into my Framer CMS?"

That's the kind of "search" I do these days. It's not designed for traditional search engines, but for interactive AI models.
 
I tried Google first. Found nothing useful.
Tried Perplexity. Got the exact answer immediately.
 
Google keeps optimising for the metrics they'd always tracked: query volume, click-through rates, and ad impressions from results pages.
 
On the other hand, Perplexity is built for how people actually want to search now. So that's what I use now.

--

𝗠𝗮𝗵𝗷𝗼𝗻𝗴 optimised for retention by making the game easier. Lost users who valued challenge.
 
𝗦𝗰𝗿𝗲𝘄𝗱𝗼𝗺 optimised for revenue by forcing payments. Lost users who valued the time exchange.
 
𝗚𝗼𝗼𝗴𝗹𝗲 kept optimising existing metrics while behaviour changed. Lost users to products built for the new reality (yes, they have AI search now, but it’s not the default mode).
 
This is what happens when you optimise for metrics without understanding what your users actually value.
 
Any products that you recently stopped using because they were optimised for the wrong metrics?

taplio

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