The only rules you need for leading commercial product teams – Faith Forster (CPO, Legl)
In this episode of The Product Experience, Lily and Randy speak with Faith Forster about the art of aligning product work with commercial outcomes. From redefining velocity as a function of customer value to implementing impact models that quantify ROI, Faith outlines practical frameworks to help product teams think commercially without compromising user value.
She also explores the evolving role of AI in product development, the necessity of syncing planning cycles with business units, and why happy teams are the cornerstone of faster, better delivery.
Key takeaways
- Velocity = Value: Product velocity isn't about coding speed—it's about reducing time to customer value to improve ROI and lower opportunity cost.
- Impact Modelling: A disciplined approach to estimating commercial outcomes before development helps product teams understand and justify their work.
- AI Integration: Teams are expected to primarily use AI tools within three months to boost delivery speed and build organisational capability.
- Viability from Day One: Pricing and revenue potential must be considered from the outset—not after feature completion.
- Cross-Functional Alignment: Successful planning requires synchronising product cycles with finance, sales, and marketing calendars.
- Happy Teams, Better Results: Reducing friction between design, engineering, and product roles directly impacts delivery speed and feature quality.
Chapters
00:00 – Redefining velocity: Why speed isn’t just about code
01:05 – Faith’s journey from Dex to Legal
03:02 – Introducing the commercial value talk
04:51 – Understanding the P&L from a product lens
08:07 – Why team cost-awareness matters
10:00 – Building better impact models
12:25 – Increasing ROI through value velocity
16:37 – The AI imperative: Adoption, anxiety, and acceleration
20:58 – Planning cycles: Aligning product with forecasting
26:52 – Balancing experimentation with commercial accountability
30:40 – Startups, viability, and early revenue thinking
33:21 – Happy teams deliver better outcomes
38:12 – Final reflections
About the author
The Product Experience
Join our podcast hosts Lily Smith and Randy Silver for in-depth conversations with some of the best product people around the world! Every week they chat with people in the know, covering the topics that matter to you - solving real problems, developing awesome products, building successful teams and developing careers. Find out more, subscribe, and access all episodes on The Product Experience homepage.
