# Joe Cotellese

> Joe Cotellese is a product and engineering leader with 20+ years of experience helping teams adopt AI, launch products, and scale organizations. He writes about product management, software development, AI, and productivity.

Joe is the co-founder of NEXTGRES, a platform for building real-time AI-powered applications. He also co-founded AppJawn, makers of ClipDish, a recipe app called "A Genius App" by Philadelphia Magazine. Previously he served as VP of Product Management at MariaDB, Interim Chief Product Officer at Philanthropi, and Director of Product Development at AWeber. He works with teams in fractional and advisory roles, helping them move faster and build smarter with AI.

## Topics

- Product management and product strategy
- AI adoption and applied machine learning
- Software development (iOS, Swift, Python)
- UX design and user research
- Productivity and GTD workflows
- Book summaries and study guides

## Links

- [Website](https://joecotellese.com/)
- [LinkedIn](https://linkedin.com/in/JoeCotellese)
- [Bluesky](https://bsky.app/profile/cotellese.net)
- [GitHub](https://github.com/JoeCotellese)
- [NEXTGRES](https://nextgres.com)
- [ClipDish](https://getclipdish.com)

## Accessing Content

Blog posts are available in markdown by appending `index.md` to any post URL.
RSS feed: https://joecotellese.com/index.xml

## Attribution

Content is copyright Joe Cotellese. Short excerpts may be quoted with attribution.
Preferred citation: Joe Cotellese, joecotellese.com

## Blog Posts

- [Opus 5 Made Claude Code Chatty. Three Changes Reined It In.](https://joecotellese.com/posts/steering-claude-code-bluf/index.md): Every new Claude Code model shows up with a different posture. Opus 5's is talkative. Here's the tone section and the one-line hook I use to get the answer at the top.
- [I Spent Months Tuning My AI Config. Last Week I Deleted Most of It.](https://joecotellese.com/posts/deleting-my-claude-code-config/index.md): Anthropic cut 80% of the Claude Code system prompt. I audited my own setup expecting bloat and found something worse — instructions that contradicted each other, with nothing to tell me.
- [Drunk on Tokens: The Real Cost of Replacing Employees With AI](https://joecotellese.com/posts/replacing-employees-with-ai-token-cost/index.md): I'm on the $200/month AI plan and burned through $2,160 in tokens. That gap is a subsidy — and companies are betting their headcount on it.
- [AI Makes You 10x Faster. But 10x Times Zero Is Still Zero.](https://joecotellese.com/posts/vibe-coding-ten-x-zero-point-one-x-engineer/index.md): The Cal AI breach wasn't a sophisticated attack. It was a Firebase backend with no auth. When AI multiplies what you already are, expertise isn't optional — it's the whole point.
- [I Built a Workaround for Claude's Memory Problem. Then I Retired It.](https://joecotellese.com/posts/claude-code-memory-plugin-claude-mem/index.md): How a Claude Code plugin called claude-mem eliminated my context window workaround by giving every session persistent memory across projects.
- [Measuring AI Token Consumption Is the New Lines of Code](https://joecotellese.com/posts/measuring-ai-token-consumption-is-the-new-lines-of-code/index.md): When companies reward token consumption as a proxy for performance, they're repeating the same mistake we've made with every productivity metric before it.
- [Hey Siri, Accept This Privacy Policy at 65 MPH](https://joecotellese.com/posts/2026-02-21-carplay-privacy-policy-while-driving/index.md): Apple's CarPlay blocks music until you accept a privacy policy — while you're driving. A basic UX failure from the company that wrote the Human Interface Guidelines.
- [My Claude Code Setup: Global Configuration for Software Development](https://joecotellese.com/posts/claude-code-global-configuration/index.md): How I've configured Claude Code with custom instructions and domain-specific guidelines to maximize productivity across Python, Swift, and GitLab projects.
- [Talking to Your Documents: A Hands-On Guide to Retrieval-Augmented Generation (RAG)](https://joecotellese.com/posts/talking-to-your-documents/index.md): Learn how to turn your internal documents into a searchable memory using Retrieval-Augmented Generation (RAG), with a real-world example using WWDC transcripts and local language models.
- [How Insurance Red Tape Turned My Migraine Relief Into a Nightmare](https://joecotellese.com/posts/did-it-blow-for-you-too/index.md): A real-world story of broken healthcare customer experience, insurance friction, and the human cost of policy changes.
- [Behavioral Psychology in Product Management: Lessons from Predictably Irrational](https://joecotellese.com/posts/behavioral-psychology-product-management/index.md): Discover how behavioral economics principles from Dan Ariely's 'Predictably Irrational' can transform your product strategy, design, and user engagement.
- [How to Set Up GTD in OneNote (With Template & Automations)](https://joecotellese.com/posts/how-to-implement-gtd-using-onenote/index.md): Implement the Getting Things Done in OneNote with this comprehensive guide. Improve your productivity and streamline your GTD workflow. 
- [Plan Your Conference Schedule with ChatGPT in Minutes](https://joecotellese.com/posts/chatgpt-conference-planning/index.md): Use ChatGPT to build a custom conference schedule that fits your goals and helps you skip the noise.
- [AI Should Be Useful, Not Just Clever](https://joecotellese.com/posts/ai-should-be-useful/index.md): In the rush to implement AI into everything, are we forgetting the core principles of good product management? Here's a cautionary tale from Microsoft Word and Copilot.
- [Why Anti-Patterns in Product Design Cost You Users](https://joecotellese.com/posts/2025-04-15-why-anti-patterns-in-product-design-cost-you-users/index.md): Discover how deceptive design patterns destroy trust, illustrated by how a popular tax app lost a user forever by hiding key info until the last step.
- [What Shopify’s AI Memo Misses—and What to Do About It](https://joecotellese.com/posts/shopify-ai-memo-response/index.md): A response to Shopify’s AI memo that explores what it gets right, what it misses, and how leaders can turn AI into a real competitive advantage.
- [How I Used LLMs to Help a Team Understand a Legacy Database in Hours](https://joecotellese.com/posts/llms-to-understand-legacy-database/index.md): See how a fractional VP of Engineering used LLMs to decode a legacy database fast.
- [The Truth About AI for Coding: Two Fallacies and a Real-World Lesson](https://joecotellese.com/posts/ai-coding-fallacies-and-lessons/index.md): CEOs and devs both misunderstand AI in software. Here’s the truth—plus a real-world case study on building a product with AI.
- [Mio Vino: How AI Built My Wine Tracking App](https://joecotellese.com/posts/ai-product-development-transformation/index.md): AI isn’t just hype—it’s a game-changer for speed, cost, and efficiency. I built and launched an AI-driven product in weeks, not months. Here’s what I learned—and how your business can do the same.
- [The 1.65 Ounce Problem: Hidden Product Design Insights](https://joecotellese.com/posts/the-1-65-ounce-problem-product-design-lessons/index.md): Discover how a simple lotion bottle reveals crucial lessons about Jobs to be Done, customer loyalty, and product design. Learn why solving tiny pain points could unlock massive customer value.
- [Best Product Management Books (2025 Edition): Must-Reads for PMs](https://joecotellese.com/posts/best-books-for-product-management/index.md): Build your 2025 product management reading list. 30+ essential books on product strategy, user research, agile, and leadership—perfect for every PM.
- [Data Models vs. UX Design: When User Needs Get Lost in Translation](https://joecotellese.com/posts/data-models-vs-ux-design/index.md): Data models and UX design don’t always play nice. When applications are built around rigid data structures instead of user needs, the result can be a frustrating experience that leaves users lost in endless clicks. Discover how misaligned priorities in data-driven design can create UX bottlenecks—and what can be done to bridge the gap.
- [Improving UX: Avoiding Micro Friction in Forms](https://joecotellese.com/posts/2024-08-17-improving-ux-avoiding-micro-friction-in-forms/index.md): Micro-friction in UX is everywhere. My recent experience with Airbnb.
- [Blue Ocean Strategy Summary: How to Make Competition Irrelevant](https://joecotellese.com/posts/2024-07-25-blue-ocean-strategy-book-summary/index.md): Understand the core ideas of Blue Ocean Strategy and how companies like Cirque du Soleil and Apple create uncontested market space. Key takeaways and examples included.
- [Essential Guide to Software Product Management (Skills, Tools, and Strategy)](https://joecotellese.com/posts/software-product-management-guide/index.md): Break into product management with confidence. Learn what software PMs do, what skills they need, and how to thrive in this dynamic career.
- [A World Without Email Book Summary & Study Guide](https://joecotellese.com/posts/world-without-email-book-summary/index.md): Escape inbox overload. Learn how the hyperactive hive mind workflow cripples productivity and find strategies for efficient, focused work in the digital age.
- [Inspired Book Summary & Study Guide](https://joecotellese.com/posts/marty-cagan-inspired-detailed-book-summary-study-guide/index.md): Explore the essence of Marty Cagan's 'Inspired' in this book summary. Discover key insights on product management strategies for crafting exceptional products.
- [Crossing the Chasm Summary: Geoffrey Moore’s Playbook for Startup Growth](https://joecotellese.com/posts/crossing-the-chasm-book-summary/index.md): A clear, actionable summary of Geoffrey Moore’s Crossing the Chasm. Learn how startups can leap from early adopters to the mainstream and avoid the deadly chasm.
- [Coaching vs. Directing: Mastering Leadership as Head of Product](https://joecotellese.com/posts/product-management-leadership-coaching-directing-teams/index.md): Explore the balance between coaching and directing to empower your team and enhance product management. Learn key strategies for effective leadership.
- [The Principles of Product Development Flow Book Notes](https://joecotellese.com/posts/principles-of-product-development-flow-book-summary/index.md): Using ideas from lean manufacturing, transportation, telecom, computer systems and military doctring this book will change thinking on product development.
- [The Loop Book Summary & Study Guide](https://joecotellese.com/posts/2024-01-31-the-loop-book-summary--study-guide/index.md): Explore "The Loop" with this handy study guide that summarizes the key concepts and provides questions to test your understanding.
- [The Zen of Collaboration: 5 Strategies to Avoid Design by Committee](https://joecotellese.com/posts/avoiding-design-by-committee/index.md): Explore key strategies to avoid 'design by committee' in product development.
- [Applying the Kano Model Framework: A ClipDish Case Study](https://joecotellese.com/posts/kano-model-clipdish-case-study/index.md): Discover how the Kano Model revolutionizes product development through our ClipDish app case study. Enhance user satisfaction and competitive edge.
- [Product Management Butterfly Effect](https://joecotellese.com/posts/2023-12-10-product-management-butterfly-effect/index.md): Product management decisions can have unintended consequences.
- [What Trader Joe’s Can Teach You About Porter’s Strategy](https://joecotellese.com/posts/using-michael-porters-generic-strategies/index.md): Discover how Trader Joe’s, Walmart, and boutique grocers use Porter’s Generic Strategies to dominate their markets. Learn cost leadership, differentiation, and focus in action.
- [Orchestrating Agile in Large Enterprises](https://joecotellese.com/posts/product-management-safe-agile/index.md): Explore the pivotal role of Product Managers in the SAFe® framework, highlighting their key responsibilities, for agile practices in large-scale organizations.
- [Software I use to Get Stuff Done](https://joecotellese.com/posts/2023-09-01-software-i-use-to-get-stuff-done/index.md): Here is a list of software I run on my devices to help me manage my life.
- [Stop Fighting Your Product Roadmaps](https://joecotellese.com/posts/2023-06-07-stop-fighting-your-product-roadmaps/index.md): Focus on thematic outcome based roadmaps to break out of the feature-factory mindset.
- [Doing Scrum? You need goals](https://joecotellese.com/posts/sprint-goals-are-critical/index.md): Transcript of an exchange with an Agile coach on Sprint misconceptions
- [Automating your Mac and streamline product management](https://joecotellese.com/posts/apple-automation/index.md): Save hours by building automation into your product management workflow.
- [Product Manager vs. Project Manager — Key Differences, Skills & Roles](https://joecotellese.com/posts/product-manager-vs-project-manager/index.md): Confused about Product Manager vs. Project Manager roles? Learn the key differences, responsibilities, and which career path is right for you.
- [The Mom Test Book Summary](https://joecotellese.com/posts/the-mom-test-book-summary/index.md): Read my notes and book summary from the excellent product management book The Mom Test. 
- [Can't Keep Up? Use This Simple Product Prioritization Framework](https://joecotellese.com/posts/value-effort-ratio-prioritization/index.md): Learn how to prioritize your product backlog using the Value/Effort ratio for efficient and effective decision-making. Simplify and optimize your backlog management. 
- [How to cook up a prioritized product backlog with RICE](https://joecotellese.com/posts/rice-framework-product-prioritization-how-to/index.md): The RICE Framework is an efficient method used by product managers to prioritize features and ideas. With it you can objectively evaluate each feature and make data-driven decisions. Make sure your team is working on the right stuff.
- [Mastering the Art of Prioritization: Tools for Product Managers](https://joecotellese.com/posts/product-management-prioritization-guide/index.md): Learn how to prioritize product requirements with tips and tools you can use to balance user needs, feedback, and technical feasibility for success.
- [Product-Led Growth: Your Competitive Advantage](https://joecotellese.com/posts/product-led-growth-fantastical-case-study/index.md): Product-led growth can help you gain more customers. Using Fantastical as a case study, see how you can leverage this technique to drive users to your product.
- [The Product v. Sales Matchup: Why Focusing on APIs is Key to Enterprise Growth](https://joecotellese.com/posts/product-support-sales-teams/index.md): Discover how focusing on API features can help you support sales, build partnerships, and expose your app's functionality to third-party services. 
- [Do You Need a Product Owner? Uncovering Their Impact in Modern Product Teams](https://joecotellese.com/posts/do-you-need-a-product-owner/index.md): Gain insights into the critical role of a product owner and how they drive success in product development, vital for executives and hiring managers.
- [Stop doing, start delegating](https://joecotellese.com/posts/hire-experts-and-let-them-be/index.md): Reflect on the value of trusting experts with a personal story of learning to let go and empower professionals in their field of expertise.
- [Navigating the Challenges of Cross-Functional Team Dynamics](https://joecotellese.com/posts/dealing-with-uncooperative-team-members/index.md): Leading a cross-functional product team with an uncooperative team is tricky. Discover strategies to manage these challenges effectively.
- [Navigating the Jungle: Protect Your Product Strategy from HiPPOs](https://joecotellese.com/posts/protecting-product-strategy-from-executives/index.md): Learn effective strategies to safeguard your product roadmap against high-level, often subjective input from HiPPOs (Highest Paid Person's Opinion).
- [Six Essential Strategies for Smooth Sailing in the New Year](https://joecotellese.com/posts/2023-12-14-six-essential-strategies-for-smooth-sailing-in-the-new-year/index.md): Discover six key strategies necessary for product managers aiming to chart a successful course in their career and product.
- [Hidden Omnifocus Settings](https://joecotellese.com/posts/2022-08-10-hidden-omnifocus-settings/index.md): The definitive list of hidden preferences in Omnifocus.
- [Stay on task with macOS Shortcuts](https://joecotellese.com/posts/2022-07-13-stay-on-task-macos-shortcuts/index.md): macOS Shortcuts with Fantastical and HeyFocus keeps me on task.
- [Optimizing for Mediocrity](https://joecotellese.com/posts/2022-06-29-optimizing-for-mediocrity/index.md): When you lose your best team members because of poor management you’re optimizing for mediocrity. Want to optimize for high performance? 
- [New Stanford Marshmallow Test](https://joecotellese.com/posts/2022-06-01-new-stanford-marshmallow-test/index.md)
- [When product veterans make rookie mistakes](https://joecotellese.com/posts/2022-05-18-when-product-verterans-make-rookie-mistakes/index.md)
- [Why don't you just ...](https://joecotellese.com/posts/2022-05-12-why-dont-you-just/index.md): If you have worked in product management for more than a few months someone has said this to you. It's deeply frustrating and can feel condescending.
- [Embracing Constraints for Innovative Solutions - A ClipDish Case Study](https://joecotellese.com/posts/2022-05-05-product-managers-should-embrace-constraints/index.md): Need to find an innovative product solution? This case study shows how contraining thinking sparks creative solutions.
- [The Essential Role of Product Management in Engineering-Driven Companies](https://joecotellese.com/posts/2022-03-29-the-value-of-product-management/index.md): Explore how product management transforms engineering-led organizations. Dive into its benefits from reducing costs to aligning product development with business goals, ensuring the creation of successful products.
- [Always Be Testing](https://joecotellese.com/posts/always-be-testing/index.md): Make sure that you use checklists when you are testing anything that is sent to a user.
- [What are the hidden costs of a company policy?](https://joecotellese.com/posts/hidden-costs-company-policy/index.md): Company policies have hidden costs. Have you thought through them?
- [How-to quickly clean old newsletters in Apple Mail](https://joecotellese.com/posts/quickly-filter-apple-mail-newsletters/index.md)
- [Product Manager & UX Interview Exercise](https://joecotellese.com/posts/product-manager-ux-interview-exercise/index.md)
- [Product Ownership is Taken, Not Given](https://joecotellese.com/posts/product-ownership-is-taken-not-given/index.md)
- [How to Build Better Products by Asking Yourself One Question](https://joecotellese.com/posts/build-better-products-asking-one-question/index.md): Discover how to shift from product-focused to customer-emotional needs in product management, enhancing value by understanding what you're really selling.
- [Want to build a better product? Stop obsessing about it (here’s what to focus on instead)](https://joecotellese.com/posts/want-build-better-product-stop-obsessing-heres-focus-instead/index.md)
- [What John Mulaney can teach us about bad UX design](https://joecotellese.com/posts/what-john-mulaney-can-teach-us-about-bad-ux-design/index.md): Learn how a John Mulaney show experience reveals key lessons in UX design, emphasizing the importance of clear communication and user expectations on websites.
- [Navigating the World of Product Management: Job Descriptions, Salaries, and Entry-Level Opportunities in the US](https://joecotellese.com/posts/product-management-career-guide-us/index.md): Explore the essential guide to product management in the US, covering job roles, salaries, and entry-level opportunities. Delve into detailed insights about product manager and product owner roles to kickstart your career in this dynamic field.
- [Product Management is not Project Management](https://joecotellese.com/posts/product-management-is-not-project-management/index.md)
- [Qualitiative Analytics Case Study - AWeber](https://joecotellese.com/posts/2024-10-09-optimize-your-mobile-app-with-fullstory/index.md): Learn how I used quantiative and qualitative analytics tools to improve mobile application adoption and engagement.
- [Product Manager and Product Owner: Unraveling the Mystery](https://joecotellese.com/posts/2023-12-15-product-manager-product-owner-differences/index.md): Explore the distinct roles of a product manager and a product owner, understanding their unique responsibilities and skills.
- [Reframing the Approach: Prioritizing Problems over Solutions in Product Management](https://joecotellese.com/posts/problem-focused-product-management-strategy/index.md): Explore how product managers can enhance their strategies by focusing on understanding and solving problems rather than jumping straight to solutions.
- [My Productivity Workflow](https://joecotellese.com/posts/my-productivity-workflow/index.md): Working efficently is the hallmark of a great product manager. Here's the workflow I use to get s**t done.
- [Go Paperless: Transform Your Mac into a Digital Filing Cabinet](https://joecotellese.com/posts/finally-never-look-at-another-piece-of-paper-in-your-house-again/index.md): Learn how to conquer paper clutter with a digital filing system on your Mac. Discover tools and tips to efficiently scan, name, and organize your documents digitally.
- [What to do with your physical stuff after a GTD sweep?](https://joecotellese.com/posts/what-to-do-with-your-physical-stuff-after-a-gtd-sweep/index.md)
- [Getting Things Done Summary: Key Takeaways from Each Chapter](https://joecotellese.com/posts/getting-things-done-book-summary/index.md): Get a detailed summary of Getting Things Done by David Allen with chapter breakdowns, takeaways, and real-world examples for productivity and focus.
- [Eat That Frog Book Summary](https://joecotellese.com/posts/eat-that-frog-book-outline/index.md): Master time management & beat procrastination with Eat That Frog! book summary. Unlock productivity tips & achieve your goals.
- [Great sites for picking website color schemes](https://joecotellese.com/posts/great-sites-for-picking-website-color-schemes/index.md)
- [The Rabbit Hole](https://joecotellese.com/posts/the-rabbit-hole/index.md)
- [Should Product Managers Do Wireframes? The Answer is a Resounding Maybe.](https://joecotellese.com/posts/should-product-managers-do-wireframes-the-answer-is-a-resounding-maybe/index.md)
- [Does your app save content offline? Humanize your filenames.](https://joecotellese.com/posts/humanize-your-filenames/index.md): Web applications sometimes download filenames for offline use. Naming those files is an afterthought. Read how your should do it.
- [Humanize Your Data](https://joecotellese.com/posts/humanize-your-data/index.md)
- [3 Surprising Usability Testing Lessons from Real-World Research](https://joecotellese.com/posts/3-things-learned-usability-testing-looking-customers-underwear/index.md): Usability testing is critical to building a better product. Learn how I've used qualitative and quantitative testing to help me improve my products.
- [Focus On Customer Experience like Nike and Disney](https://joecotellese.com/posts/focus-customer-experience-like-nike-disney/index.md)
- [How to Be the Product Manager Every Company Wants to Hire](https://joecotellese.com/posts/prep-product-manager-interview/index.md): Stand out in a crowded PM job market. This guide shows how to prepare, differentiate, and win the product management role of your dreams.
- [Lazy UX Design - Phone Number Fields](https://joecotellese.com/posts/lazy-ux-design-phone-number-fields/index.md)
- [Don't start a business until people are asking you to](https://joecotellese.com/posts/dont-start-business-people-asking/index.md)
- [When to Use Which User-Experience Research Methods](https://joecotellese.com/posts/when-to-use-which-user-experience-research-methods/index.md)
- [5 Scrum Experts Weigh in on Splitting User Stories](https://joecotellese.com/posts/5-scrum-experts-weigh-in-on-splitting-user-stories/index.md)
- [Prioritizing Product Requirements with Scorecards](https://joecotellese.com/posts/prioritizing-product-requirements-with-score-crds/index.md)
- [How Papa John’s Delights Customers (and What You Can Learn From It)](https://joecotellese.com/posts/delight-customers-like-papa-johns-pizza/index.md): Learn how Papa John’s turns customer experience into a competitive edge—and how you can apply the same principles to your business.
- [Great 15 minute overview of the role of Product Owner](https://joecotellese.com/posts/great-15-minute-overview-role-product-owner/index.md)
- [Add Agility to your Product Management Process](https://joecotellese.com/posts/add-agility-product-management-process/index.md)
- [Rework Book Summary](https://joecotellese.com/posts/rework-book-summary/index.md): The book Rework talks about the product development process at Basecamp. This is an outline of the book.
- [Lead the Field Book Summary](https://joecotellese.com/posts/lead-the-field-book-summary/index.md)
- [Stop Treating Your Users Like Children](https://joecotellese.com/posts/stop-treating-your-users-like-children/index.md)
- [Be Amazing](https://joecotellese.com/posts/be-amazing/index.md)