:: ProductTheory.io :: Innovate Wise ::

March 2025

Cohort 2

June 2025

Cohort 1

December 2024

January 2025

Cohort 3

Cohort 4

Make A Wish Cohort May 2025

Shape your product strategy, roadmap and deliverables with a polished, data-driven customer story!

New Cohort May

Cohort 6

Fall 2025

Have you ever shipped a feature you were proud of, only to watch usage analytics flatline? Or received feedback that made you wonder if you built the right thing at all? You know good engineering requires understanding real user needs, but surveys and personas feel like guesswork. A systematic framework for building technology that people actually use. Ever shipped something brilliant that nobody adopted? This canvas walks you through 8 techniques for embedding behavioral insights into your build process—from initial discovery through evolution

FREE CANVAS: 8 Essential Techniques for a Human-Centric Build


This canvas guides you through each of 8 units in our Nailing Product-Market Fit Process. As you work through it, you'll be building a segment of your pitch deck that will resonate with customers and investors alike: deep knowledge of who your customer is and the value your product brings.

Get Our Product-Market Fit Canvas


A Comprehensive e-Workbook for Product Storytelling. Our course is a live walk-through of this work in sessions, as well as videos, trainings, and external sources and readings that will have you collecting and telling customer stories like a pro.

The Science and Storytelling of Knowing Your Customer: A Comprehensive E-Workbook for Product Storytelling by MaaxaLabs


In this mini-lecture and exercise (a 5-minute version of our 30-minute lecture) for the final part of our 6-part series, we delve into how bees exemplify scaling harmony, focusing on the crucial role of the queen in leading the hive to expansion while maintaining harmony. We discuss the intricate process of swarming and leadership development within the hive, drawing parallels to human teamwork and global interconnectedness. Viewers are encouraged to reflect on creating harmonious, autonomous teams that can thrive even in the leader's absence.

A free mini-lesson on scaling your team with harmony: a lesson from the behavioral & bee sciences


Grab your copy of our course guide! Learn the process &amp; art of collecting &amp; telling customer stories.

Science & Storytelling Course E-Book


Executives and senior leaders who set strategy, lead teams, and drive organizational outcomes.

Developing leadership skills — inspiring teams, building culture, navigating organizational complexity, and driving results through others.

The world has shifted.
As a leader, your work is to align, strategize, and reconnect.
We use bee & behavioral science to help your hive hum.


Ali Maaxa, Ph.D.

AWS AI leader, SaaS Incubation Strategist, HCI Coach, Anthropology Professor

Chad Seegmiller

Organizational Strategist, Productivity Coach, Finance & Banking Leader

Build a Resilient Team Using Behavioral & Bee Science: A Framework for Leaders

Practice Manager

Clinic Manager

Adjunct Professor, Interaction Design 

Product managers who drive strategy, development, and launch of products.

Crafting compelling narratives to inspire teams, communicate vision, and drive action.

This isn't just any storytelling course: it's a method to drive customer conversations, capture actionable insights, and drive your roadmap.


The Science of Storytelling for Product People

Knowledge Management Consultant

Throughout history, humans have used ritual to cope with change, and nature is always adapting. As both the big picture and our personal experiences shift, we draw from deep, universal wisdom to help leaders align, strategize, and reconnect. When faced with the challenge of disorganization, uncertainty, and unpredictability, we learn from anthropology &amp; hive science to return our teams to harmony.

Amidst rapid change, you need to build a resilient & harmonious hive to succeed


Course syllabus

An optional hour-long call to talk about our materials, the bees, your org, and to connect with us and your course-mates

Wednesdays


Reach out to schedule an included half-hour consultation with one of us to apply our learnings to your leadership needs

When you have time


Our two-week compressed course offers 6 asynchronous lessons at 3 per week. You'll have readings, a short recorded talk, targeted worksheets to cement your strategy, and opportunities to connect with us for our weekly course calls and/or an included 1:1 with us

Weekly projects

Course schedule

You are a leader who is ready to transform your team's culture to cope with change-and prepare for the future with alignment and resilience

You're invested in real, meaningful team connection, that motivates your team, not just buzzwords and stiff consulting frameworks

You have a passion for and/or interest in the ways the behavioral and natural sciences can reframe your approach to leadership

Who is this course for

A Six-Phase System to Get Your Team and Hive Humming


Open up your workplace and take stock of what's humming, and what's not. Our 6-field hive assessment will focus your leadership, and your work in our course

Assess your hive for growth areas

What is your role in the hive, and how do those strengths set the tone for a harmonious system? Our prioritization workshop helps you identify key traits that matter to your team's success.

Your Strength in the Swarm


Collaboration and innovation require both independent work &amp; rituals of alignment. Our science-driven approach to strategizing responsive, nor reactive work&nbsp;relationships leads to harmony and productivity.

The Dance of Co-Creation


Many organizational systems demand stiff approaches that break when unexpected events or company pivots arise. Our toolkit guides you to set cycles of discovery, mission, strategy, productivity and alignment. You'll help your team to focus and deliver proactively.

Designing Your System


Here, we look at future-focused strategies of resilience. Our approach to challenge-centered strategy will keep your hive responsive and productive even as new challenges come over time.

Strategizing by Season


The best sign of a healthy hive is its ability to grow and spawn new, neighboring hives. Now that your current team is in harmony, we look to bee science to understand how systems grow, scale, and stay aligned.

Scaling with Harmony


If you've ever wanted: ...to persuade your company, investors, and stakeholders by giving them a bird's-eye view into what your customers experience ...to go beyond fielding customer complaints and requests to actually witness them use your product or service, like a social scientist ...to braid a handful of customer insights into a single, powerful narrative The Science: Building a Framework for Customer &amp; Market Insights&nbsp; It’s hard to know how to place insights we get from our customers: praise from the ones who love us, negative feedback from the ones who are frustrated. How do we act on them without knowing whether they represent the full needs of our market? By boiling down the technical tools of social science to a simple, three-step approach, we can make feedback work for us. Beyond pull quotes form customer conversations, we’ll build a framework for aligning our teams around clear signals. The Storytelling: Hearing Narratives, Tracking Them, and Telling the Story of Your Product or Service&nbsp; Now that we’re bringing together our customer/market insights, we use a simple journey map to synthesize a crystal clear customer story, and tell it to our orgs, stakeholder, and market. This is what customer-centricity is all about. I'll teach you how to take the guesswork out of business decisions with a deliverable everyone can understand, because it’s based on the oldest scientific method known to human kind - storytelling. Quick tips, frameworks, worksheets With the tools from this Master Class, you'll be able to ask the right questions to:* deep dive on any story you hear, *tell an end-to-end story that rocks the audience, and *know how innovations on your product t or service will affect users, customers, and the market

Harness the power of your customers' lived experience


Introduction: What do the social sciences bring to industry? Identifying the key conflict for your market or customers Placing that conflict along a journey map Bring a constellation of customer knowledge together to fill out your journey map Bringing it back home: your story

February 28th, 2024


Week 1 Live session


You are a business leader who needs to translate a constellation of feedback, anecdotes, and insights into a clear, powerful narrative.

You are a product innovator (PM, design, sales, solutions, etc.) who wants to rally stakeholders around what your customers are telling you.

You shape messaging, marketing, and/or education for your org and need to distill your strategy down to what matters most: human experience.

What you’ll get out of this course

Identify the main battle, job, or conflict and what it feels like for your customers to experience it...in real life﻿I show you how to translate your value proposition to a key point in the the end-to-end journey your customers take to satisfy a need or solve a problem

Get to the heart of  your customer's biggest battle - and how you can fix it


Craft a timeline that brings what really matters to light Identify your customer's core dilemma - the heart of the action - and learn how to map the steps leading up to the event and its aftermath.

Map your storytelling framework


Placing cusotmer insights - from anecdotes to analytics - in your framework&nbsp; Turn snapshots of customer experience - from frustrated emails to smiling faces - into key segments of your story using the framework you’ve synthesized.&nbsp;

Witness your customers's experience through directed storytelling


Now *you* are the storyteller﻿Braid multiple stories together in a clear narrative that cuts through ambiguity. A quick guide to telling a great story anywhere, anytime is included. Motivate your teams &amp; market. This is the fun part!

Learn directly from :: ProductTheory.io :: Innovate Wise ::

:: ProductTheory.io :: Innovate Wise ::

Courses

Build a Resilient Team Using Behavioral & Bee Science: A Framework for Leaders

The Science of Storytelling for Product People

Lightning Lessons

Cultural Code: Engineering for Humans

Finding Product-Market Fit: 3 Lightning Tools

Customer Storytelling for Product People

Get Your Hive Humming: Apply Bee Science to Your Team Life

Get Your Hive Humming: Apply Bee Science to Your Team Life

Resources

Science & Storytelling Course E-Book

A free mini-lesson on scaling your team with harmony: a lesson from the behavioral & bee sciences

Science & Storytelling Course E-Book

FREE CANVAS: 8 Essential Techniques for a Human-Centric Build