Else van der Berg Interim Product Lead/Advisor with a knack for strategic thinking. I help tech companies build products with customer and business impact.

Stories by Else van der Berg

What To Do If Your Customers Dont Want To Talk To You

What if your customers don’t want to talk to you?

Product Management

Startups with fewer than 500 customers and startups targeting niche target audiences especially have a hard time.

Else van der Berg
Feb 15, 2024 ⋅ 7 min read
Guide To Co-Creation

Slow down, high performers! A guide to the art of co-creation

Product Management

Co-creation is about inviting the right people in at the right time to work on something together in the right format.

Else van der Berg
Dec 14, 2023 ⋅ 7 min read
Moving From A Feature Driven To An Outcome Driven Roadmap

Moving from a feature-driven to an outcome-driven roadmap

Product Management

In this article, we’ll discuss outcome-driven roadmaps and why they can actually be more efficient and productive than feature-driven ones.

Else van der Berg
Dec 1, 2023 ⋅ 6 min read
How To Tie Product Changes To Real Business Impact

How to tie product changes to real business impact

Product Management

As a product person, it’s your responsibility to trim the fat. But identifying the opportunities worth pursuing takes practice and a deep business understanding.

Else van der Berg
Oct 31, 2023 ⋅ 8 min read
Considering Both Customer And Business Value In Product Decisions

Considering both customer and business value in product decisions

Product Management

If you call yourself a customer-centric company, your work should have one unwavering destination: creating value for your target customer.

Else van der Berg
Oct 12, 2023 ⋅ 8 min read
Balancing Speed With Precision In Startup Companies

Balancing speed with precision in startup companies

Product Management

Time before finding product-market fit can be tough — you’re trying to balance ramping up with finding what your customers really need.

Else van der Berg
Oct 9, 2023 ⋅ 7 min read
How To Successfully Run Agile

Why agile processes won’t save you without a coherent strategy

Product Management

It feels like only yesterday that the word “agile” indicated some nirvana state that every self-respecting tech company wanted to achieve.

Else van der Berg
Aug 30, 2023 ⋅ 4 min read
How To Detect Low Hanging Fruit

How to detect low-hanging fruit in business

Product Management

Low-hanging fruit are opportunities that have a positive impact on customer experience and aren’t too complex or costly to implement.

Else van der Berg
Aug 8, 2023 ⋅ 6 min read
Building A Culture Of Experimentation

Building a culture of experimentation

Product Management

Fostering an experimentation culture tends to be a lot harder for bootstrapped companies than for companies who can afford to take the risk.

Else van der Berg
Jul 26, 2023 ⋅ 5 min read