One decade of love and work in product, design and startups.

Andrés Campo is a product builder and educator. He co-founded and led product at one of Latin America’s largest startup incubation platforms, whose portfolio companies went on to raise from top funds. He taught product design, strategy and innovation for nearly seven years at Rotterdam Business School, founded an e-learning company for startup founders that was acquired, and is currently building in preventive healthcare in the San Francisco Bay Area.

Product Thinking is the collection of that work: how to do product for startups in the AI era, written for the person who owns what gets built, whether a founder building alone or someone on a team of five. Now that building is nearly free, the hard part is deciding what to build. The whitepapers are read in order or by the state you are in. Cases come from real engagements and are anonymized.

As an entrepreneur

Andrés founded Buildup Camp, an edtech company that taught early-stage founders how to design and build products. It was acquired by Pygma, where he became co-founder and led product. Pygma runs an accelerator out of New York City for Latin American founders, and its portfolio companies went on to raise from Y Combinator, 500 Global and Techstars. Over those years he ran discovery and product sprints with more than seventy startups and hundreds of founders, which is where most of the method in this book was tested.

Today he is the CEO of Humanolab, a VC-backed preventive health startup rethinking access to health. Humanolab is backed by The Residency, a startup accelerator backed by Sam Altman.

As an educator

For nearly seven years Andrés was part of the faculty of Rotterdam Business School, where he taught product design, strategy and innovation and ran the graduate department’s incubator for startups. He has also collaborated with and supported the incubators of IE Business School, the University of Amsterdam and TU Delft.

As a consultant and facilitator

As a consultant and facilitator, Andrés has supported Techstars, IBM, Miele, the Municipality of Rotterdam, the Nieuwe Instituut, Startupbootcamp, Changemakers and Takami, among others, running discovery, strategy and innovation programs with their teams and portfolios.

The whitepapers

1. Product Foundation · How product works at an early-stage startup
2. Product Discovery · The thinking and the methodologies behind what to build
3. Product Sprint · The practical process, from first conversation to a written position
4. Product Strategy · From evidence to direction, bets and a first version
5. Business Design · Desirable, feasible, viable
6. Product Experimentation · Continuous experimentation, from validation to growth
7. AI-Driven Product · What changed when building became free