When coding is cheap, product thinking becomes the constraint.
AI has collapsed the cost of writing software. It hasn't collapsed the cost of building the wrong thing. I help founders and product leaders take complex, regulated, or AI-heavy products from unclear to shipped, and help product organizations rethink how their teams discover, decide, and deliver in the age of AI.
Recognize this?
Your engineers can build faster than ever. But product decisions — what to build, in what order, why — still move at the speed of whoever is thinking about them. AI made your developers more productive. It made your PM bottleneck more visible.
Everyone knows AI should be changing how the team runs discovery, writes specs, evaluates ideas, and measures outcomes. Nobody has the bandwidth or the mandate to make it happen. So nothing changes.
The roadmap is a backlog with deadlines. The team is busy, but it is not clear whether the right things are being built or whether anyone is closer to a real win this quarter.
Design needs prioritization. Engineering needs a roadmap. Sales needs to know what's coming. The longer the seat stays empty, the more the bottleneck compounds. You don't have to wait for a hire.
The work touches regulation, AI, data privacy, or enterprise stakeholders. Mistakes are expensive. You need someone who has run products at this level of difficulty before, not someone learning on your time.
How I help
Five ways we can work together. All are designed to leave your team stronger than they arrived.
Embedded product leadership for a defined chapter.
3–9 months · 2–3 days/weekIncludes
You are between PM leaders, scaling past your first PM, or facing a strategic shift that needs a senior hand for a few quarters, not a permanent hire.
A full PM workflow, without a PM headcount.
1 week setup, then self-sustainingIncludes
Startups that need PM rigor without a full-time hire. Not every team needs a PM headcount — some don't need to hire one at all.
An external read before you commit to more.
2–3 days · fixed scopeCovers
Founders or new product leaders who want a fast, honest external assessment of the product and the process behind it before committing to a larger engagement.
Six weeks to a clear answer on what to build next and why.
1 week · focused engagementIncludes
You are pre- or post-fundraise, between bets, or staring at a roadmap nobody believes in.
A senior thinking partner on a regular cadence.
Ongoing · monthly retainerIncludes
You already have a product team, but the top of the function is missing a peer to think out loud with.
How I work
The first two weeks
Before changing anything, I sit with the people doing the work. Customers, sales, support, engineering, design. I read the docs nobody asks me to read. The point is to surface the real questions, not just the loud ones.
Turning noise into a plan
We agree on the one or two outcomes that matter most this quarter, and the bets we are making to get there. I write it down in language a non-PM can read. Anything not on that list gets a respectful no.
Then make myself replaceable
I run the most important bet end-to-end with the team: discovery, definition, delivery, learning. As we go, I document the operating model so your in-house PM, when they arrive or grow into the role, has a starting point instead of a blank page.
Where I add the most value
My background is strongest where the product has to be smart, careful, and useful at the same time.
B2B SaaS, marketplaces, mobile, and consumer products where the underlying problem is genuinely hard. If you are not sure whether your problem fits, write to me. I will tell you straight.
About
I am a product leader with 25 years of experience building software in places where the stakes are real: healthcare, AI, and enterprise platforms among them. Most recently I led product at multiple startups and enterprises pre and post acquisitions. The framework I trust most is the one a team builds together: the small set of habits that survive the quarter. I now work as a fractional product leader for founders and product organizations who need senior judgment for a defined chapter, not a permanent seat.
How I think
A roadmap that includes everything has not made any decisions yet. The work of product leadership is choosing the one or two things that matter and defending that choice through the quarter.
"Outcome over output" is a slogan until somebody picks the metric, the baseline, and the target (in writing) before the work starts. Most teams skip this step and then argue about success.
The teams that improve fastest are not the ones with the best subscriptions. They are the ones that have worked out where human judgment still matters and where it does not, and have redesigned their process around that line.
My job in a fractional engagement is to leave behind a team that is stronger, a strategy that is clearer, and a system the company keeps. The exit is part of the work, not the end of it.
FAQ
Contractors execute scopes you write. Consultants leave you slides. As a fractional product leader, I sit in the role of a head of product for a defined period, making the calls, owning the outcomes, and building the team I will hand off to.
Most engagements are two to three days a week, blocked on a fixed schedule so your team always knows when I am available. Strategy sprints are full-focus for the duration. Advisory is a few hours a month.
Monthly retainer for fractional and advisory, fixed fee for the strategy sprint. Pricing is shared on the discovery call once we both know whether the engagement makes sense. Happy to walk through ranges if that helps you plan.
I am based in Israel and work with companies in Israel, Europe, and North America. Remote-first, on-site for the moments that matter: kickoffs, planning, hard conversations.
Yes. We can sign one before the discovery call if you prefer to talk specifics.
For some tasks, yes — and that is part of what I set up. Spec writing, ticket grooming, basic prioritization frameworks — these can be systematized. What AI does not do is make the strategic calls: what market you are in, what problem you are actually solving, why users are not converting, whether your roadmap reflects the business you are building. That judgment still needs a person. My job is to be that person, and to make sure you are not paying a person to do the parts AI handles just fine.
Contact
The fastest way to find out if we are a fit is a 30-minute call. No deck, no qualifying form. Tell me what is on your plate and we will see if my background lines up with the chapter you are in.