Joe Elmendorf

Product Strategist

I help organizations figure out what their software should actually do before they waste money building or buying the wrong thing.

Through visual mapping and strategic facilitation, I create durable understanding—the kind that informs decisions for years, not just quarters. When your roadmap changes (and it will), your team won’t start from zero.

I create maps that show the path forward and I serve as a mirror that helps you see your ideas clearly–so your whole team can see them too.

Teams don’t waste months re-learning what they already figured out when strategies shift

Your discovery work creates strategic assets that inform multiple initiatives, not just the current one

When new people join or leadership changes, they inherit understanding instead of starting from scratch

Change direction without losing all your progress—your fundamental understanding remains valid

A newsletter on how visualization liberates thoughts.

Recent Newsletters:

Figure Out What to Build

For product teams starting something new, pivoting direction, or tired of building features no one uses.

Through customer research, stakeholder interviews, and workflow mapping, we define what your software should actually do. You’ll get:

  • A foundation that survives when your backlog evolves
  • Clear product vision that your whole team can build from
  • User research findings that reveal actual needs (not assumptions)
  • Stakeholder alignment on what success looks like

Prepare to Buy or Build

For organizations buying software, consolidating vendors, or preparing to build something significant.

Whether you’re writing an RFP or evaluating vendors, we create the clarity you need to make confident decisions. You’ll get:

  • Documentation that remains useful long after the purchase
  • Requirements that capture what you actually need
  • Evaluation criteria based on real workflow constraints
  • Stakeholder alignment so purchasing decisions don’t get derailed

Optimize Work

For leaders who know something isn’t working but aren’t sure if the answer is new software, AI, process changes, or something else.

Before implementing new software, AI, or process changes, we map your actual workflows to identify where people are stuck. You’ll get:

  • Workflow bottleneck mapping (where the real pain is)
  • Clear problem definition that any solution needs to address
  • Requirements that guide whether you need process changes, better software, AI integration, or something else entirely
  • Understanding that helps you evaluate solutions based on fit, not vendor promises

Integrating Systems into One

For organizations where people can’t find information, knowledge walks out the door, or teams need better ways to work.

When information is scattered, hard to find, or trapped in people’s heads, we build the structure that makes it accessible. You’ll get:

  • Information architecture that helps teams find what they’re looking for
  • Organized systems that work for daily tasks, not just compliance
  • Structured repositories that both people and AI can use effectively
  • Knowledge systems that don’t fall apart when people leave

Ready to Talk It Through?

Let’s explore your product goals and challenges in a quick, no-strings-attached call.
You’ll walk away with fresh clarity on where you stand and what to do next.