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
We choose to keep a small team
When we started Shorter Loop, our hypothesis was that a small, motivated team could build, operate, and grow a serious B2B software company.
Our hypothesis was proven to be right.
A small team of people with the autonomy to make consequential decisions can accomplish far more than its size suggests. Modern development tools, cloud infrastructure, automation, and AI make that even more possible. We use them extensively across engineering, testing, operations, and marketing.
There are trade-offs. We have fewer people to absorb work when something goes wrong, and we have to be much more deliberate about what we take on. But we also have fewer handoffs, fewer layers of coordination, and very little distance between the people making decisions and the people doing the work.
We will grow the team when the work requires it. We don't want to grow it simply because a software company of a certain size is expected to have a certain number of employees.
For customers, the better questions are whether the product works, their data is protected, they can get help when they need it, and the company can operate reliably. Those are the standards we expect to be judged against.
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 and Technology
Dinesh started building software at the age of 13 and hasn't stopped since.
He joined Kinshuk as a co-founder because he genuinely loves building technology that helps people do things they couldn't do before. That belief has kept him working on Shorter Loop through several generations of the product, and AI has opened up an entirely new set of possibilities .
He knows virtually every part of the system, from its application architecture to the infrastructure underneath it, and has led the technical evolution of the product as it grew from its original form into what it is today.
Head of GTM
Devendra leads customer discovery, sales, partnerships, marketing, and account management at Shorter Loop. He starts with the customer’s problem, not a script. If the pitch doesn’t fit what the buyer is actually trying to do, he throws out the pitch. He treats sales as a process of listening, learning, and building relationships around problems worth solving.
He has little interest in theater. The goal is not to sound impressive. The goal is to make sure the customer can do something they couldn’t do before — and that Shorter Loop can stand behind the claim.
Founding Engineer
Deepika is a full-stack engineer who works across Shorter Loop, taking product ideas from early discussions through implementation and into production.
Deepika is a full-stack engineer who cares a lot about making software simpler. She has little patience for unnecessary complexity, including when Kinshuk or Dinesh are the ones proposing it.
She believes good software should be simple, focused, and do what it promises without making the user work for it. Her love of art shows up in the care she brings to the details, but she will choose usefulness over decoration every time.
Founding Marketing Manager
Anushka is the guardian of Shorter Loop’s messaging, positioning, and voice. She believes companies should write for people, not search engines or AI bots, and that useful communication requires having an opinion rather than repeating what everyone else already says.
Everything we publish on this website goes through her, including fact-checking the claims we make. She pushes us to say what we actually mean, and to make sure we can stand behind it.
Business Development Representative
Krishna is Shorter Loop’s newest teammate and our Business Development Representative.
He researches prospects, markets, and product organizations to understand who might genuinely have a problem Shorter Loop can help solve. He joined because he would rather understand a prospect before contacting them than work from a cold script.
For Krishna, good outbound starts with doing the homework.
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.