About Shorter Loop
Shorter Loop is a product integrity system for teams making decisions under uncertainty. It grew out of an earlier product called Prodeasy — and out of several things we learned the hard way.
Our history
Our original premise survived. A lot of our assumptions about building the company did not.
We started Prodeasy with a simple belief: continuous discovery should be part of how product teams work, not an occasional exercise.
We still believe that. But over time we learned that we were looking at only one part of the problem; and that some of our choices about where and how to build the company were wrong.
The lesson was not that continuous discovery was wrong. It was that discovery alone was not enough.
We also stopped believing the assumption embedded in the name Prodeasy: that product management could somehow be made easy. Product work involves incomplete evidence, competing constraints, disagreement, and decisions whose effects may not appear for months. The job is not to make that complexity disappear. It is to reason through it without losing the evidence, assumptions, and decisions along the way.
What survived the change
Continuous discovery still matters. Customer evidence still matters. Testing assumptions early still matters. But none of it helps if the reasoning disappears before the work reaches delivery.
We came to see the deeper problem as one of continuity. Evidence becomes strategy. Strategy becomes a roadmap. A roadmap becomes work. Work becomes an outcome. At every handoff, context can disappear and assumptions can quietly harden into facts.
What we call the larger problem
Product Integrity is the discipline of keeping those decisions honest under uncertainty — so a team can still see what it believed, why it believed it, what changed, and whether the result justified the bet.
What we believe
We got plenty wrong in our early years. We chose the wrong market, underestimated what it takes to build a B2B company, and changed our thinking about the problem we were solving.
These values survived all of that. They have served us well when things were going well and, more importantly, when they weren’t. Some of them have cost us opportunities, money, or the easier path. We’ve kept them because we still believe those costs are worth paying.
Customers change. Markets change. What we know changes. We would rather question our product and plans while we still have choices than wait until circumstances force us to.
We judge our work by whether it is useful, not by how much attention it gets. Recognition is welcome, but it is a poor substitute for making something genuinely better for someone.
People are not fixed units of capacity. Technology should remove pointless work and create more room for judgment, creativity, and thought, not simply make it possible to give people more work.
Authority does not make a claim true. People should be able to challenge decisions with evidence, and decisions should change when the reasoning behind them no longer holds.
Respect does not require agreement. If we think someone is wrong, we should say so clearly, explain why, and remain equally willing to discover that we are the ones who are wrong.
We don’t treat speed as proof that the work is worth doing. Before we optimize, we ask whether the work should exist. We fully explore the problem, question the priority, and stop when the answer changes.
The people
Founder, Product & Strategy
Engineer, architect, coach, and product leader. Started Shorter Loop after seeing the same failure repeat from different seats: decisions outliving the evidence they were built on.
Co-founder, Engineering
Built and owns the architecture behind the Shorter Loop: the graph, evidence store, and the technical foundations the integrity claims depend on.
Head of GTM
Leads customer discovery, sales, partnerships, marketing, and account management, starting from customer problems rather than a script.
Founding Engineer
Full-stack engineer focused on building reliable, scalable product experiences and turning complex technical problems into practical software.
Founding Marketing Manager
Works across content, search, and product education — with a focus on writing that earns attention rather than demanding it.
Business Development Representative
Works across prospect research, market intelligence, and outbound engagement to connect enterprise product teams with Shorter Loop.
How we’re built
A buyer doing due diligence looks for these and usually can’t find them. So we put them here.
We changed the product when we understood the problem better. See what we understood.