Your Idea, Realized.
From Strategy to Market
Product advisory from someone who's built it, priced it, and taken it to market, across software, hardware, and beyond.
Where I Can Help
Strategy and Roadmap
Good strategy starts with a rigorous read of the market.
Get a product vision rooted in real opportunities, goals the whole organization can align around, and a roadmap that reflects both your ambitions and your constraints.
Go-to-Market Strategy
Getting to market is more than a launch date.
Get a clear picture of your target segments, a pricing model that reflects the value you deliver, and a launch plan built to generate real demand fast.
What to Build, Keep, or Kill
As you scale, the hardest decisions are rarely about what to add.
Get clarity on your portfolio, sharper allocation of resources to what has the highest potential, and a thought partner for the calls that are too important to make alone.
Building Your Product Practice
A great product team does not happen by accident.
Get the processes, rituals, and cross-functional ways of working that let your team move fast without losing alignment, whether you are hiring your first PM or scaling an existing practice.
AI Strategy and Integration
AI is changing how products are built and how product teams operate.
Get a clear view of where LLMs, agents, and automation create real value in your product, a roadmap that integrates them with intention, and the workflows to run your practice at the pace the market now demands.
I've worked across the full product lifecycle, from engineering and development to pricing, go-to-market, and organizational strategy. Software, hardware, manufacturing, consumer goods. Early-stage startups to established global brands.
I hold a degree in Mechanical Engineering and an MBA from MIT. That combination of technical depth and business fluency is what I bring to every engagement.
I also work closely with AI in my own practice, so the advisory I offer reflects how product strategy and execution are actually changing right now.
I mentor entrepreneurs through Futurpreneur and serve as Board Chair of a nonprofit in my community.
If you are a founder or executive who needs a thought partner with real operator experience, I would love to hear what you are working on.
Jose Santos
Let's Talk
I take on a limited number of engagements to give each one the attention it deserves. If you think we should talk, LinkedIn is the best place to start.