Where empathy meets execution.

Rooted in Product was born out of a frustration: we saw far too many teams pouring time and energy into half-baked ideas that weren’t truly grounded in real user needs or aligned with broader business strategy. From disjointed roadmaps to feature bloat, we recognized a pattern: without authentic user empathy and a cohesive product vision, even the most ambitious ideas can fall short.

That’s why we created Rooted in Product: to help companies uncover the “why” behind every product decision, and then anchor that understanding in data, rapid experimentation, and relentless focus on delivering meaningful value. We believe that building great products isn’t just about shipping features; it’s about weaving together empathy, insight, and execution in a way that genuinely transforms user experiences results in impactful and measurable business outcomes.

We’ve seen firsthand how effective product thinking can spark growth, energize teams, and create standout products that customers truly love. Rooted in Product exists to bridge the gap between lofty product ideals and real-world results, ensuring that every team we partner with has the mindset, tools, and strategic clarity to make product decisions that matter.

Our core values

  • Deep Customer Empathy

    What It Means: We believe every great product begins and ends with people. From leadership teams to end users, we listen intently, seek out real-world feedback, and focus on tangible outcomes. By centering on genuine human needs, not just “feature requests”, we help you craft products that solve the right problems and delight customers.

    Why It Matters for You: This people-first mentality ensures your investments align with genuine user demands, leading to stronger adoption, better retention, and long-term product success.

  • Relentless Experimentation

    What It Means: We rely on data, real-world testing, and iterative learning cycles to reduce risk and maximize impact. By quickly validating ideas through prototypes, pilots, and user testing, we help you build the right features faster—and avoid costly missteps.

    Why It Matters for You: Faster feedback loops and validated decisions mean less guesswork and more confidence in what you’re building, ultimately saving time and resources.

  • Impact-Focused Execution

    What It Means: We measure success by actual business and user outcomes. That means defining meaningful metrics upfront, tracking progress, and adjusting course as needed. Our entire approach, from strategic vision down to sprint-level tasks, is anchored by the goal of delivering measurable impact.

    Why It Matters for You: You’ll see real results and ROI. We cut through the noise, ensuring every effort tangibly moves the needle for your customers and your bottom line.

Our working style

  • Transparent & Collaborative

    We don’t believe in top-down mandates or hidden agendas. We work side-by-side with your teams, maintaining open lines of communication. You’ll always know the “why” behind every decision, milestone, or pivot.

  • Pragmatic & Hands-On

    Theory is great, but action is better. We roll up our sleeves and dive into the details, whether we’re leading discovery workshops, mapping out user journeys, or crunching analytics. Our aim is to pair strategic thinking with real-world execution that swiftly drives results.

  • Adaptable & Responsive

    Each team and product challenge is unique. We adjust our approach as we learn more about your culture, constraints, and goals. By staying nimble, we can seize new opportunities and tackle roadblocks head-on without missing a beat.

Ready to build something that matters?

Whether you’re an early-stage startup refining your MVP or an established company seeking to breathe new life into your product strategy, our values guide every step we take. Get in touch today to see how Rooted in Product can help you create products that resonate with users and truly make an impact.