I have spent my career looking for the real problem.

When a product result is weak, it is tempting to move quickly. Add a feature. Change the message. Redesign the flow. Put more effort into marketing.

Sometimes that is the right move. Often, it is not.

I have worked on products in marketplaces, SaaS, healthcare, and AI. The details were different, but the work was often the same: slow down long enough to understand what was actually happening before deciding what to change.

In one case, research changed a plan a leadership team was ready to pursue. In another, watching people use a booking flow revealed a problem the analytics had missed. In another, customers described an AI product as a black box. The team had plenty of data, but no clear view of where the product was failing.

That is what I enjoy about product work. Not having the answer first. Looking closely enough to find the thing everyone has been working around.

Over the years, I started to see that good product practice is not only about frameworks. It is also about how we think when we care about an answer. We can hear a positive comment as proof. We can choose the easy test over the useful one. We can keep building because building feels better than admitting we do not yet know.

That is why I became interested in cognitive behavioural therapy and decision-making. I wanted to understand why smart, experienced people can still talk themselves into the wrong next move.

Product Intuition came from that work. It is a practical way to question the first answer, look again at the evidence, and decide what you need to learn before you build more.

I have run more than 500 customer interviews and coached founders since 2021. I have also had to apply the same discipline in my own work. While building an AI research tool for founders, I caught myself moving toward a solution before I had learned enough. I stopped building, returned to the conversations, and let what I learned change the MVP.

Today, I help founders make better product decisions while changing direction is still possible.