Hugo Froes: Principles First: Simplifying Organizational Change - Productized 2025 TalkInTen

Product Agility

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5d ago 10:28

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We're thrilled to be back at the outstanding Productized conference in Lisbon - a must-attend gathering for product people - and honoured to partner with them for the third year running. Productized brings practical, high-signal conversations from the global product community and Lisbon couldn't be a better host.
In this Talk in Ten episode, we speak with Hugo Froes, co‑founder of Feinova, about applying a first‑principles approach to organisational change. Hugo explains how principle‑led practices let you create lighter, adaptable processes that actually stick.
Key topics discussed

Why a principles‑first approach beats designing heavy end‑to‑end processes
How to keep principles short, practical and actionable (hint: fewer than five)
When to bring in external experts—why scale‑ups are the sweet spot
How principles become cultural, not documented bureaucracy
Practical canvases and exercises teams can use to start in the afternoon

Guest bio:

Hugo Froes is co‑founder of Feynnova, a practitioner and advisor focused on organisational design, product strategy and change programs. Hugo helps teams move from complex, fragile processes to principle‑led ways of working that scale and become cultural habits. He has led product and organisational initiatives across high‑growth and enterprise contexts and brings a pragmatic, experiment‑first approach.

We'd like to thank our partners and sponsors, Bobcats Coding, for making our Lisbon series possible. Bobcats is a Budapest-based digital product studio specialising in AI engineering and end‑to‑end digital product development. Download their latest AI economics guidebook for free at bobcatscoding.com.
Host Bio

Ben is a seasoned expert in product agility coaching, unleashing the potential of people and products. With over a decade of experience, his focus now is product-led growth & agility in organisations of all sizes.
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Ben Maynard

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Product Agility Podcast

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Spotify - https://open.spotify.com/show/0lkwAYJzVSuk5zfJ1vIDZq?si=4c691fb12f124a56
iTunes - https://apple.co/3YvTX8p

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Chapters

1. Hugo Froes: Principles First: Simplifying Organizational Change - Productized 2025 TalkInTen (00:00:00)

2. Host handover: Saloni steps in for Ben: A warm, human start to day three and the format of short, high‑impact chats (00:01:50)

3. Principles first explained: Hugo outlines why shaping behaviour matters more than heavyweight processes (00:03:10)

4. When to call for help & longevity of principles: Scale‑up timing, expiry of principles and cultural embedding (00:08:11)

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