If your engineers are just building what they’re told, you’re already falling behind.
This is the brutally practical guide to building teams that think, lead, and ship like owners.
Forget feature factories.
This is how real engineering orgs drive product outcomes—especially in the age of AI.
What It Means to Be Product Driven
The Way You’ve Been Leading Engineers?
It Won’t Work Much Longer
Your engineers aren’t slow.
They’re just disconnected.
From the product. From the user. From the outcome.
And with AI eating up low-context tasks?
That disconnect isn’t just inefficient anymore—it’s dangerous.
If your team is still in “just tell me what to build” mode they’re not future-proof.
They're replaceable.
Product Driven shows you how to build a team that owns the outcome—before someone else does.
Join the Waitlist & Get:
FREE BONUS #1
Early Access to the First Section
Learn why your smartest engineers still feel disconnected—and how to fix it
Discover the real jobs of engineering leadership no one trained you for
Start applying product thinking before the rest of your org even knows what hit them
Get a head start on the book your team will be quoting, debating, and thanking you for handing them.
FREE BONUS #2
The Tech Leader’s Guide to Turning Code-First Teams Into Product-First Teams
Step-by-step strategies for shifting mindset without blowing up your team
Practical scripts, habits, and meeting moves that make product thinking stick
Immediate adjustments to fix the disconnect between product and engineering—starting this week
Stop managing chaos. Start building a team that gets it.
FREE BONUS #3
Private Invite: Launch Party with Matt Watson
Get raw, unfiltered answers to the problems no book ever covers
See what’s coming next in engineering leadership—and how to stay ahead of it
Join a room of leaders who are done with status quo software orgs
Hear straight from Matt—and ask the questions no one else is brave enough to answer.
Who should read this book?
If you lead a team of software engineers—as a CTO, VP of Engineering, Head of Product, technical co-founder, team lead, or product-minded founder—or if you’re tired of watching smart developers build the wrong thing, chase vanity metrics, or burn time on stuff no one uses, then this book is for you.
If you’re the person everyone turns to when things go sideways in dev, and you’re sick of managing ticket-punchers who don’t own the outcome, then this book is for you.
If you’re the person everyone turns to when things go sideways in dev, and you’re sick of managing ticket-punchers who don’t own the outcome, then this book is for you.
You're tired of explaining why something matters… again
You’ve got velocity, but no actual product progress
Your engineers are smart—but still disconnected
You want to stop shipping what no one uses
You’ve inherited a team that knows how to code—but not how to think
You’ve got standups and sprint boards, but zero customer context
You want to lead a team that solves real problems, not just implements solutions
You’re stuck translating between product, engineering, and “what the business actually wants”
You’ve heard “that’s not my job” one too many times
You spend more time managing Jira than leading your team
You’ve got great devs, but no one owns the outcome
You’re watching AI automate more tasks and wondering if your team is ready
You’re tired of the chaos that comes from building in the dark
See What Other Tech Leaders Have to Say...
What Awaits You Inside Product Driven
The 5 Fatal Disconnections
Between engineering, product, users, and leadership—and how to fix them
What AI Means for Your Team
Why product thinking is your last real advantage when the code writes itself
The Four Jobs of Leadership
The unspoken responsibilities no one trained you for—but your team expects
The 5 Fatal Disconnections
Between engineering, product, users, and leadership—and how to fix them
What AI Means for Your Team
Why product thinking is your last real advantage when the code writes itself
The Four Jobs of Leadership
The unspoken responsibilities no one trained you for—but your team expects
The 5 Fatal Disconnections
Between engineering, product, users, and leadership—and how to fix them
What AI Means for Your Team
Why product thinking is your last real advantage when the code writes itself
The Four Jobs of Leadership
The unspoken responsibilities no one trained you for—but your team expects
How to Shift from Output to Outcomes
Between engineering, product, users, and leadership—and how to fix them
Build Product-Minded Engineers
Get your team out of ticket mode and into problem-solving mode
Drive Business Value, Not Code Velocity
The unspoken responsibilities no one trained you for—but your team expects
Unlock early access to the book’s first section
Start implementing product thinking before your competitors do
Get exclusive launch bonuses (only available to waitlist members)
Join the live Q&A and launch party with Matt Watson
Lead your team with a playbook built for today’s tech reality
About the Author
Matt Watson
Matt Watson is the Founder and CEO of Full Scale, a fast-growing software development partner that helps tech companies scale with world-class engineers from the Philippines.
He’s also the former CTO of VinSolutions, which he co-founded and scaled to a $150M acquisition by AutoTrader. After that exit, he went on to launch Stackify, a developer-first monitoring platform that served thousands of teams around the world before being acquired by Netreo.
Across more than two decades in tech, Matt’s built, led, and scaled engineering teams through hypergrowth, high-stakes exits, ugly product failures, brutal fundraising cycles, and the daily chaos of managing smart people with too little context and too many dependencies.
He’s been the engineer, the founder, the CTO, and now the CEO—which means he knows exactly how and why engineering orgs lose the plot when it comes to product outcomes. He’s seen what works, what breaks, and what gets sugarcoated in conference rooms but falls apart in real life.
Product Driven is the no-BS playbook Matt wishes he had twenty years ago—before he had to learn everything the hard way. It’s for tech leaders who are tired of shipping things that don’t matter and ready to build teams that think, lead, and deliver like owners.
Frequently Asked Questions
Q:
When is the book coming out?
We’re aiming for a Summer 2025 release. Join the waitlist to be the first notified—and to get instant access to the first chapters.
Q:
Will it be print or digital?
Both. Waitlist members get early access to Kindle, PDF, and paperback editions.
Q:
Is this just for engineers?
It’s for anyone leading software teams—CTOs, product leaders, founders, and tech managers. Especially if you’re tired of building the wrong things.
Q:
What makes this book different?
Most books treat product and engineering like two separate conversations. Product Driven shows you how to fix the gap—practically, tactically, and permanently.
Ready to Stop Building What No One Uses?
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Book + Bonuses!
By joining the waitlist, you'll get first access to the book when it launches PLUS all of these exceptional bonuses!
Preview Chapters
The Tech Leader’s Guide to Turning Code-First Teams Into Product-First Teams
Launch Party Invite
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