From Project to Product Mode
A field-tested framework for Product Leaders driving organizational change. Learn how to stop reacting and start leading your company towards a scalable B2B product organization.

Petra Wille
Product Coach, Author of STRONG Product People and STRONG Product Communities
Radhika Dutt
Product Leader & Author of Radical Product Thinking: The New Mindset for Innovating Smarter
Ash Maurya
Author of Running Lean and Creator of Lean Canvas
Why We Wrote This
Scaling a B2B software company isn't just about building more features, it's about shifting the entire organization from project thinking to product thinking.
This book gives you a proven mental model and practical steps to:
✅ Diagnose the hidden problems blocking your scalability
✅ Lead your company's transformation — even without full authority
✅ Build a scalable, profitable product without drowning in custom work
Read it in just 1–2 hours and get a clear gameplan for leading lasting change.

Watch the Keynote

Recognize These Symptoms?
- Endless feature requests and little strategic focus
- Roadmaps dictated by the biggest customers
- Engineering teams trapped in permanent crisis mode
- Growing technical debt and slowing delivery speed
- Lack of discovery, prioritization, and real product ownership
These aren't random issues.
They're signs of a system stuck in project mode — and you need a new gameplan
- Product Leaders (VPs of Product, Heads of Product, CPOs)
- Senior Product Managers preparing for leadership roles
- Founders and Executives in B2B SaaS and software companies
- Consultants guiding companies through product transformations
If you are:
- Struggling with bloated backlogs and constant firefighting
- Trapped in a project delivery mindset while trying to grow scalable products
- Frustrated by sales-driven roadmaps and missing product focus
- Leading a product organization inside a traditional, project-first company
then this book is your essential guide



Coaching for Leaders
Are you a Head of Product, VP Product, or CPO and want to a support structure to lead the change in your organization?
Our new Group Coaching Program gives you the structure, clarity, and peer support to lead your company into true product mode.

Product People Love The Book
See what they have to say...
Petra Wille
Product Coach, Author of STRONG Product People and STRONG Product Communities

David Pereira
Author of Untrapping Product Teams
Joaquim Torres (Joca)
Product Advisor & Author of Digital Transformation and Product Culture

Paweł Huryn
Founder and Author at The Product Compass

Radhika Dutt
Product Leader & Author of Radical Product Thinking: The New Mindset for Innovating Smarter

Ash Maurya
Author of Running Lean and Creator of Lean Canvas