Doing the Right Thing Efficiently: The Rise of Product Developers

In today’s tech landscape, product developers, who combine entrepreneurial spirit and software mastery, are more crucial than traditional software developers. They drive true innovation, streamline processes, and align work with business goals, ensuring efficiency and faster time to market.

Doing the Right Thing Efficiently: The Rise of Product Developers

In today’s rapidly evolving tech landscape, the roles that drive innovation and growth are shifting.

Companies need more product developers than traditional software developers.

This shift isn't just about technical skills, but also about fostering an entrepreneurial mindset that transforms ideas into impactful products using modern technologies.

Product developers: Entrepreneurs who have mastered software engineering

Product developers are characterized by the fact that they not only master software engineering, but also have the entrepreneurial spirit to develop and deliver products that solve real-world problems and achieve business goals.

Unlike "traditional" software developers, who are mainly concerned with hype technologies, product developers take a holistic approach.

They understand or at least try to understand the market, know the problem and the underlying domain, can empathize with the users and align their work with the strategic goals of their company.

This blend of technical and business acumen ensures true innovation and pure efficiency.

The power of a small, focused team

A small, focused team of product developers can outperform larger teams of traditional project team members.

This is my thesis:

Five product developers can be more effective than twenty project team members.

And why?

Because product developers want to achieve the actual business goal, and that often means commercial success.

That's why they steer clear of waste and bullshit meetings, make informed decisions quickly and adapt to change with true agility.

The result is faster time to market and a unified product vision, whereas larger teams often struggle with coordination and maintaining a consistent direction.

Hiring for entrepreneurial attitude and experience instead of skills

When you're putting together a team of product developers, it’s important that you hire them for their attitude and mindset, not just their skills or resume.

Look for people who are passionate about solving business problems, who are willing to take risks, and who want to keep learning.

When evaluating potential team members, prefer entrepreneurial experience to an impeccable university degree.

A co-founder with a failed startup brings invaluable lessons, resilience and practical knowledge that far outweigh academic achievements.

These experiences provide a deep understanding of the challenges associated with bringing an idea to market.

Adding individuals with such backgrounds to your team gives you the bite, creativity, real-world perspective and hands-on mentality that are critical to success.

Rationalisation of agile roles

Building a team of product developers reduces the need for various "agile" roles such as Product Owners (PO), Scrum Masters (SM), Requirements Engineers (RE) and Business Analysts (BA).

Thanks to their comprehensive approach and their strategic and business-oriented thinking, product developers take on many of these functions from the start.

This consolidation leads to a leaner way of working, clearer communication and a more agile and responsive development environment.


The future of innovation lies in hiring and promoting product developers who combine technical skills with entrepreneurial thinking.

By hiring people with a mindset that values hands-on experience and streamlining traditional roles, companies can build dynamic teams that are able to develop products that have real impact with fewer full-time employees (and these are the product developers you should be investing in 😄).

This shift isn't only a strategic advantage, it's a necessity in the ever-evolving tech landscape.

Rely on product developers to drive innovation and achieve sustainable growth with your next-generation product.