Bruce McCarthy, Product Culture Founder

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Ever since he was a child, Bruce has been making things. Having spent a lifetime as a builder and innovator, today he has a passion for helping teams work together better to develop compelling products and services. He’s been called the face of Boston product management and (for Top Gear fans) the product management Stig.

Bruce is proud to say that, as a young man, he used LEGOs to obtain food and attract a mate. He went on to become a serial entrepreneur and to lead teams in organizations ranging from startups like NetProspex to market leaders such as ATG, Oracle and D&B. Along the way, he has demonstrated leadership in areas ranging from marketing to acquisitions (on both sides of the table) to partnerships, design, agile enablement, product management and development.

Bruce is a prolific writer, organizer, and internationally sought-after speaker at product management, agile, UX, and innovation events around the world. He leads the Boston Product Management Association and is a regular judge at the Harvard Business School New Venture Competition. Bruce’s many ProductCamp sessions and conference workshops at locations around the world regularly sell out.

Bruce founded UpUp Labs in 2012, helping companies like Vistaprint, Localytics, Huawei, Nuance, and Zipcar achieve their product visions. Through his leadership, consulting, mentoring, workshops, and team coaching, Bruce identified the key principles underlying successful product organizations and in 2018 launched Product Culture.

Frank Qiu, Partner

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Frank is Partner of Product Culture and Co-Founder of High-Growth CPO Forum. During his 15+ year career, Frank has held leadership roles driving product development, partnership management, customer engagement and go-to-market for organizations ranging from small businesses to market leaders such as Iron Mountain, Intel and Forward Advantage. He built product portfolio evaluation processes and new product introduction processes that led to new revenue opportunities and faster time-to-market.  

Frank has worked with organizations ranging from 30 employees to the Fortune 100 in business strategy, product strategy, agile process development, team development and collaboration. He has served as a mentor for the Boston Product Management Association since 2013. Frank received his Ph.D. in Computer Engineering from Texas A&M University and MBA from Tuck School of Business at Dartmouth College. Frank is a native of Nanjing, China, and speaks fluent Mandarin.

Companies we’ve helped

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Need help with your product culture?

Contact Bruce for a free consultation.

About Product Roadmaps Relaunched

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A good product roadmap is one of the most important documents an organization can develop, publish, and continuously update. Product Roadmaps Relaunched: How to Set Direction While Embracing Uncertainty teaches you how to create an effective product roadmap, and demonstrates how to use the roadmap to align stakeholders and prioritize ideas and requests. 

Steve Blank said about the book, “It’s about time someone brought product roadmapping out of the dark ages of waterfall development and made it into the strategic communications tool it should be. McCarthy and team have cracked the code.”


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Bruce and his team of product culture evangelists speak and run workshops around the world. Find out when they will be in your area.


“Coach, trusted advisor, organizational therapist — like me, you’ll probably hire Bruce because of his experience in product management or his skills as an agile coach. Then you’ll find he can quickly and effectively diagnose, treat, and improve whatever ails your organization. If you are not getting what you need from your team and you are not sure why, seek Bruce’s advice.

Bruce had a dramatic effect on the relationship between product management and engineering, coaching them to collaborate on a common set of objectives. A key focus for us was profitability and with Bruce’s help we are hitting those targets." — Mike Aeshliman, VP of Engineering & Product, Localytics


“We hired Bruce to do a simple agile training but his effects were felt at every level of the company. Bruce’s experience and outside perspective helped make our management meetings more effective, enabled key executives to operate at a more strategic level, and organized our development teams for higher output. He has a knack for making difficult conversations easier that has empowered my team to take charge and drive results.” — David Bairstow, VP of Products, Skyhook Wireless


"Bruce provided the knowledgeable outside perspective that we needed to help us through a critical transition in our business. He listened to us, and provided the coaching and mentoring my team needed to develop and articulate our strategy.

My people have grown in their roles, we have a compelling roadmap, and we are well-positioned for success. We benefited greatly from Bruce's experience and guidance, and I look forward to working together again in the near future.” — Sarah McCrary, CEO, Leaf



"Bruce McCarthy and his team were able to leverage their years of experience to provide an objective assessment of my team's readiness to tackle our new challenges in launching a SaaS business. Their analysis was right on and their advice had an immediate and dramatic effect on my team. With their help, we are well on our way toward our growth goals in this new market. I would highly recommend them to any organization that wants to improve its ability to bring new products to market." — Fielder Hiss, Vice President of Marketing and Product Management, EnerNOC


"UpUp Labs has played a key role in our product management transformation. They helped us significantly improve our product management team's operational model, practices, and competencies. Their work has made a big difference here, our speed to market is accelerating, our product managers are becoming more effective, and we are now transforming the entire organization to an agile model with their help." — Andrea Blades, Senior Director Global eCommerce & Product Management, Vistaprint


“In just 30min Bruce helped us make the optimal choice that had
kept us in meetings and agony for 3 weeks. If you have a product-
related challenge, I strongly recommend that you talk to Bruce.” —Misha Sobolev, Founder and CEO, ExecFile

Contact Bruce

Want to discuss how you and your organization can benefit from product culture?