Gorka Santamaria · Independent product advisor
About me
Every product carries the history of the decisions that shaped it.
My career has taken me through international technology and engineering businesses, working on products ranging from precision measurement instruments and connected hardware to cloud software platforms and subscription-based digital services, all of which were expected to succeed across different industries, markets and stages of growth.
The technologies changed. The organisations changed.
The product questions were remarkably similar.
Over time, I became less interested in individual products than in the thinking behind the decisions that shaped them.
That perspective now guides the way I work.
Selected experience
How I engage
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Focused advisory for a specific decision or challenge
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Short diagnostic projects to assess products, offers or opportunities
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Hands-on strategic support across a defined workstream
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Leadership support for companies that need product thinking without building a full internal product function
Given the strategic and commercially sensitive nature of many engagements, collaborations are approached with a strong emphasis on discretion, independence and careful management of potential conflicts of interest.
My philosophy
Most product challenges do not appear suddenly.
They accumulate quietly.
A portfolio has expanded without a clear strategic logic.
Positioning begins to vary between markets and segments.
Innovation becomes incremental despite strong technical capabilities.
Different decisions, taken at different moments, gradually pull a product away from the market it was originally built for.
The issue is rarely competence.
More often, it is the absence of an independent product perspective.
That observation became the reason for this work.