Introduction to POSE: A New Era of Software Development

In a world where software complexity has skyrocketed, traditional development methodologies like Agile and Scrum—born between 1997 and 2001—no longer fully address the modern challenges of building great products. Back then, computer hardware was limited, software was small, and most companies operated under a sales-led approach, with Product Managers being virtually unheard of outside of Silicon Valley.

Today, we face an entirely different landscape. Software products have grown exponentially in size and complexity. Product Managers and their Product Operations teams have become essential, bridging the gap between Business Teams and Technical Teams to create customer-loved products. Yet, the gap between product and engineering remains a fundamental challenge.

 

What is Product Oriented Software Engineering (POSE)?

Product Oriented Software Engineering (POSE) offers a fresh, ground-up philosophy for modern software development, one that is aligned with today’s complex product ecosystems. POSE provides the framework and practical techniques for engineering teams to work in synergy with Product Managers, ensuring the delivery of products that resonate deeply with customers.

Through POSE, I offer proven solutions to the common frustrations that Product Managers and engineering teams face—whether it’s shaping a team culture that sets the right foundation for creating great products or driving innovation across the product development spectrum. Innovation is essential to building products that move the needle. The practices outlined in this book are not mere philosophies or theories; they are well-worn strategies I shaped and implemented at G3 Technologies, where my software teams have successfully used them since 2006.

 

Key Themes in POSE

1. Growing Human Talent: A major theme in POSE is growing talent across Product Management, UX Design, and Engineering. When you focus on having the right talent, great products can almost be assured. Current methods focus too heavily on process, but it’s human talent that dominates.

2. Empowered, Informed Teams: The term "empowered teams" has become a buzzword, spoken by many but achieved by very few. True empowerment is built on a foundation of competent, skilled individuals and cultural systems. In POSE, I’ll discuss how to assess whether you have the requisite talent and cultural systems to truly enjoy empowered teams. Engineering teams in POSE aren’t just "doing the work," but are integral to product discovery, domain expertise, and long-term vision.

3. Heavy Use of AI: AI radically changes the way we work and the scope of responsibilities each team member can take on. It amplifies the skills of Product Managers, designers, and engineers both horizontally (in volume of output) and vertically (in sophistication of output). I’ll discuss how every role can aspire to be an amplified version of itself, as AI marks the first time in history that human talent can be amplified across the board.

4. 3D Innovation: POSE highlights the three dimensions of innovation—Product Management, UX Design, and Engineering. By aligning these roles, companies can tap into the best possible outcomes for creating world-class products.

5. Synergy Between Product and Engineering Teams: POSE describes how to close the gap between product teams and engineering teams, ensuring that they work collaboratively, not in silos. 

6. Code Reuse and Engineering Rigor: Code reuse within product lines is a core tenet of POSE, emphasizing the need for engineering teams to build for maintainability and long-term agility.

7. Tailored Agility: POSE acknowledges that a one-size-fits-all approach no longer works in today’s fast-moving world. The book advocates for customized approaches to Agile and Scrum, encouraging engineering teams to work smarter by balancing short-term pivots with long-term quality goals.

 

Why POSE Matters

As software complexity increases and the role of Product Managers continues to grow, POSE helps companies adapt their practices to meet the needs of modern product teams. With practical advice, real-world examples, and insights into managing both technical and human elements, Product Oriented Software Engineering is a must-read for any leader looking to bridge the gap between product vision and technical execution.

 

About the Author

Since joining G3 Technologies as a startup, Andrew has simultaneously served as both Engineering Leader and Product Leader. Over the past 22 years, he has driven software releases across multiple product lines, delivering long-term business success with products that customers love. For the last 20 years, Andrew has shaped Product Oriented Software Engineering practices at G3 Technologies. Now, through Edensoft Labs, he shares these proven practices with external organizations, helping them build products that inspire customer loyalty, achieve business agility through code reuse, and grow software craftsmanship talent.