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Join us at the Launch Party!
September 9th , 6:00- 8:00 PM
Bring a friend, doggo, and/or connection! (21+ only)
BEER (also serving mocktails & cocktails)
1410 SE Stark, Portland, 97214
https://luma.com/r020x418
In-Person launch 9/9/25
September 9th , 2:00- 3:00 PM PDT, Open to all.
Register online for zoom link:
https://luma.com/cpqydgfw
Online launch 9/9/25
I'm building this plane while flying. My fuel is your perspective, imagination, and co-thinking. Reach out with feedback, ideas, coffee; I'd love to see you. Here's a link: https://MaaxaLabs.as.me/connect
Introduce me to someone I should know
(potential client, colleague, connector: us@producttheory.io
Or just wave *hello*
Founders, product leaders & VCs have spoken;
Innovation-wise minds have melded;
ProductTheory.io is launching! 9/9/25~
Product-Market Fit Sprints & Coaching
We use 20 years of behavioral science research and enterprise product experience to run a rigorous 2-week sprint that eliminates the guesswork from your product-market fit decisions, giving you the data-driven clarity to either pivot fast or scale with confidence.
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Our Upcoming Workshop Series at KILN PDX (and it's free for Fall '25!)
A Free Workshop Series for All Founders, VCs, Product People & Innovators (Free workday at KILN included!)
Based on our celebrated Product-Market Fit Canvas: a framework for ensuring wise, data-driven product development and market strategy. Open to both Kiln members and the broader entrepreneurial community.
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Session 1: Building & Testing your MVP (Minimum Viable Product) 9/24/25, 11:00 a.m., Kiln https://luma.com/r71wcfez
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Session 2: : Understanding Your Ideal Customer Profile 10/1/25, Noon, Kiln https://luma.com/7zmulrns
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Session 3: Go-to-Market Strategy: New Approaches for the 2025 Landscape 10/8/25, 11:00 a.m., Kiln: https://lu.ma/xstcod52
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Session 4: Product-Market Discovery: A Deep-Dive for Learning, Testing & Earning with Customers & Users 10/20/25, 1-3 p.m., Kiln https://luma.com/dx4xeeji
Upcoming Online Courses & Trainings (use this coupon code: Launch25)
Master ProductTheory, Rock Your Outcomes
Check out our specialized trainings for founders, PMs, engineers, marketers, designers, and researchers—plus our flagship in-person product-market fit workshops coming fall 2025:
Product-Market Fit Essentials for Product Leaders & Founders
4 Weeks: Starts 9/30/25
Based on our much-loved Product-Market Fit Canvas, this course walks you through 8 stages of customer-centric product strategy leveraged by leaders at AWS.
Human-Centered Engineering
4 Weeks, 4 sessions: starts 9/17/25
The future belongs to engineers who can read cultural patterns like code patterns and design systems that dance with human complexity instead of fighting it.
Product Storytelling for Markets & Stakeholders
3 Weeks, 3 sessions: Starts 10/13/25
A much-celebrated workshop for innovators, product people, founders, design and dev.
About the launch.
About our work.
You've been calling for it. ProductTheory.io is Here. Finally.
After a year of deep conversations with 172 founders, investors, and product leaders, we've built what the innovation landscape has been missing: rigorous, low-overhead Product-Market Fit support that actually works.
The Lab Results Are In
We built ProductTheory.io to bridge that gap, now, on call for founders and product leaders who need data-driven, no-nonsense support for buildinf products customers are ready to buy.
You Need No-Nonsense, Low-Overhead Product Discovery & Strategy
Here's what we discovered in our 2025 deep dive into the chaos of the current landscape: founders are drowning in generic advice while burning through runway on products that miss the mark. Meanwhile, the best frameworks for true customer discovery (the ones that come from decades of studying human behavior) are locked up in enterprise work or high-commitment consulting.
...And we're doing it without the lock-in, overhead, or B.S.
The Proven, Science-Driven Support
We Offer on Your Timeline & Budget
This isn't another consulting firm with fancy decks and six-month timelines. We've taken 20 years of behavioral science research, enterprise product experience at AWS, Recreation.gov, Ableton, Booz Allen, eBay, Meta and New Relic, and distilled it into frameworks that move at startup speed.
1. The Two-Week PMF Sprint gets you from customer conversations to bulletproof product decisions using the same canvas methodology we've workshopped with 70+ founders. The 7 startups we advised this year? Still building, still growing. Schedule a free call with Ali Maaxa to get started
2. Customer & Market Discovery that goes deeper, maps closer & works faster than surveys and focus groups. we use anthropological field methods to uncover insights your competitors will miss, because understanding what people actually want (versus what they say they want) is both an art and a science. Schedule a free call with Ali Maaxa to get started
3. Workshops and Training for teams ready to level up their customer-centricity. Product storytelling, human-centered engineering, frameworks that stick. Upcoming classes here
Why this Matters Now:
We Give a Damn.
You've been calling for it. ProductTheory.io is Here. Finally.
The innovation landscape cracked open post-layoffs, and the opportunities are massive, but only if you can navigate the shifting sands with good empirical knowledge and frameworks for applying that knowledge to action. That's our jam.
We followed our own product-market fit process (one built from the very best tools and theories in the history of innovation strategy) every step of the way. First, deep market research. Then data deep-dive and methodology building. Now it's time to scale what works.
Let's Get to Work.
Whether you're a founder who needs to de-risk your next product bet, a VC looking to give portfolio companies an edge, or a product leader tired of making decisions in the dark, I'm here for the hard conversations and the real work.Launch month special: 30% off PMF Sprints booked in September. Because good timing is everything, and the best time to find product-market fit is before you run out of runway.